'Home' a Welcome Surprise with $54.0M; 'Get Hard' Off to a Healthy $34.6M StartMarch 29, 2015 08:45 AM

by Daniel Garris

Home surprised in a big way this weekend with a significantly stronger than expected estimated first place start of $54.0 million. The 3D computer animated film from Fox and DreamWorks Animation had been widely expected to find itself in a close race for first place with Get Hard heading into the weekend. Instead, Home led the weekend box office with ease, which was very welcome news for DreamWorks Animation after a string of softer than expected performers that started back in July of 2013 with Turbo. The opening weekend performance of Home represented the largest opening weekend performance for DreamWorks Animation since the $60.32 million debut of Madagascar 3 back in June of 2012. Home opened an impressive 68 percent stronger than the $32.21 million start of last year's Mr. Peabody & Sherman and 24 percent stronger than the $43.64 million debut of 2013's The Croods.

Despite mixed critical reviews, Home proved to be critic proof this weekend, thanks in part to the relatively small amount of animated releases in the marketplace since December and in part to the star power of the film's vocal cast, which includes Jim Parsons, Rihanna, Steve Martin and Jennifer Lopez.

Home opened with $15.70 million on Friday (which included an estimated $650,000 from Thursday evening shows), increased a healthy 39 percent on Saturday to take in $21.88 million and is estimated to decline 25 percent on Sunday to gross $16.43 million. That places the film's estimated opening weekend to Friday ratio at 3.44 to 1. The film received a strong A rating on CinemaScore, which suggests that the film is going over much better with moviegoers than it has with critics and is a good early sign going forward. Home should also be helped out going forward by no new animated films entering the marketplace between now and the June 19th launch of Disney's Inside Out.

While it settled for second place this weekend, Warner's Get Hard was off to a good start with an estimated $34.61 million. The R-rated comedy starring Will Ferrell and Kevin Hart opened toward the higher end of pre-release expectations. The combined drawing power of Ferrell and Hart was clearly able to make up for both largely negative critical reviews and a relative lack of online buzz for the film heading into the weekend. Get Hard may have also received a boost this weekend from moviegoers who wanted to catch the film before Universal's highly anticipated Furious 7 enters the marketplace next weekend. Get Hard opened just below the $35.54 million start of 2010's The Other Guys.

Get Hard started out with $12.94 million on Friday (which included an estimated $1.8 million from Thursday evening shows), increased a slim 1.5 percent on Saturday to take in $13.14 million and is estimated to fall 35 percent on Sunday to gross $8.54 million. That places the film's estimated opening weekend to Friday ratio at 2.67 to 1, which could be an early sign of front-loading going forward. The film received a so-so B rating on CinemaScore, which also isn't the greatest early long-term sign (especially with the mentioned Furious 7 quickly approaching). The audience breakdown for Get Hard skewed towards male moviegoers (54 percent) and towards moviegoers over the age of 25 (61 percent).

Lionsgate's The Divergent Series: Insurgent was down two spots this weekend to place in third with an estimated $22.08 million. The second installment of the young adult series starring Shailene Woodley fell a sharp 58 percent from last weekend's first place debut. Insurgent experienced a sharper second weekend decline than last year's Divergent did; as that film fell 53 percent in its second weekend to gross $25.62 million. While Insurgent is having a solid box office run of its own so far with a ten-day start of $85.92 million, the film is running 9 percent behind the $94.38 million ten-day take of Divergent. It should be noted that the overseas start for Insurgent continues to be significantly stronger than that of Divergent.

Cinderella was also down two spots this weekend to place in fourth with an estimated $17.52 million. Disney's blockbuster fairy tale adaptation was down a sharp 50 percent from last weekend. Despite strong critical reviews and good word of mouth, direct competition from both Home and Insurgent have clearly taken a toll on the film's holding power so far. With that said, Cinderella has still grossed a very strong $150.02 million through 17 days of release. That places the film 8 percent behind the $163.02 million 17-day take of last year's Maleficent. Cinderella may still stabilize going forward, especially given the limited amount of new options for family audiences in April.

It Follows continued its noteworthy performance this weekend with an estimated fifth place take of $4.02 million. The critically acclaimed horror thriller from RADiUS-TWC expanded into semi-wide release this weekend after two weeks of platform release. It Follows has grossed $4.76 million in 17 days and could hold up better than usual for its genre going forward thanks to its strong word of mouth and critical reviews.

On the platform front, A24's While We're Young was off to a very nice start this weekend with an estimated $242,152 from 4 locations in New York and Los Angeles. That gave the Noah Baumbach directed comedy starring Ben Stiller and Naomi Watts a per-location average of $60,538 for the frame. While We're Young will expand into additional locations next weekend and is scheduled to receive a nationwide expansion on April 10th.

Weekend Actuals (Domestic) Fri, Oct. 19 - Sun, Oct. 21

Wide (1000+)

1Paranormal Activity 4$29,003,866--3,412--$8,501$29,003,8861Paramount
2Argo$16,445,475-15%3,24715$5,065$43,011,9642Warner Bros.
3Taken 2$13,260,870-39%3,489-217$3,801$105,832,3393Fox
4Hotel Transylvania$13,001,434-25%3,3849$3,842$118,522,3894Sony / Columbia
5Alex Cross$11,396,768--2,539--$4,489$11,396,7681Lionsgate / Summit
6Sinister$8,815,475-51%2,54215$3,468$31,735,6432Lionsgate / Summit
7Here Comes the Boom$8,407,201-29%3,0140$2,789$23,131,5292Sony / Columbia
8Pitch Perfect$6,756,430-27%2,660-127$2,540$45,516,7784Universal
10Looper$4,202,687-32%2,223-382$1,891$57,842,8194Sony / TriStar
11Seven Psychopaths$3,273,480-22%1,4800$2,212$9,161,4722CBS Films

Limited (100 — 999)

1The Perks of Being A Wallflower$2,153,2470%74519$2,890$9,123,8725Lionsgate / Summit
2End of Watch$826,809-51%751-800$1,101$37,895,5715Open Road
3Trouble with the Curve$729,354-53%925-887$788$34,084,5725Warner Bros.
4Atlas Shrugged: Part 2$614,349-65%945-67$650$2,860,4202Atlas Distribution
5The Master$520,677-36%412-270$1,264$14,738,2136Weinstein Company
6House at the End of the Street$468,298-64%746-1120$628$30,782,8625Relativity Media
8The Dark Knight Rises$359,509-30%345-120$1,042$446,764,06714Warner Bros.
9Student of the Year$326,508--106--$3,080$326,5081Eros International
10Arbitrage$287,141-16%169-25$1,699$7,061,2676Roadside Attractions
11Searching For Sugar Man$197,1883%137-20$1,439$1,968,29013Sony Pictures Classics
12Ice Age: Continental Drift$192,308-16%222-15$866$160,072,50615Fox
13The Bourne Legacy$167,0354%232-13$720$112,808,70011Universal
14Finding Nemo 3D$154,709-60%183-297$845$40,391,8546Disney
15Dredd 3D$106,799-1%1605$667$13,325,9685Lionsgate
17The Odd Life of Timothy Green$103,801-27%194-85$535$50,621,33710Disney
18Diary of a Wimpy Kid: Dog Days$102,417-16%149-27$687$48,574,36312Fox
19Resident Evil: Retribution$101,275-58%158-191$641$41,954,2986Sony / Screen Gems
20Lawless$86,09644%184-103$468$37,264,1038Weinstein Company
21Ted (2012)$69,745-27%109-36$640$218,628,68017Universal
22Hope Springs (2012)$62,049-29%131-84$474$63,536,01111Sony / Columbia
23The Possession$58,301-64%133-236$438$48,833,6308Lionsgate
24Premium Rush$52,259-43%119-44$439$20,275,4469Sony / Columbia
25Won't Back Down$44,889-68%168-345$267$5,228,7704Fox

Platform (1 — 99)

1English Vinglish$180,603-59%880$2,052$1,670,7733Eros International
2The Thieves$152,79112%176$8,988$360,7622Well Go USA
4The Sessions$113,467--4--$28,367$113,4671Fox Searchlight
5The Paperboy$111,53116%7425$1,507$394,0853Millennium Entertainment
6To the Arctic 3D$89,0572%520$1,713$9,272,18427Warner Bros. / IMAX
7Tai Chi Zero$85,094--31--$2,745$85,0941Variance / Well Go USA
8Diana Vreeland: The Eye Has To Travel$73,29831%2710$2,715$547,6865IDP/Samuel Goldwyn
9Middle of Nowhere (2012)$50,554-26%2115$2,407$123,2962AFFRM
10The Intouchables$45,359-17%601$756$12,822,91222Weinstein Company
11The Expendables 2$45,091-32%92-54$490$84,573,29310Lionsgate
12Smashed$44,64266%2016$2,232$83,2922Sony Pictures Classics
13Hating Breitbart$40,673--4--$10,168$40,6731Rocky Mountain Pictures
14Hubble 3D$37,74512%15-1$2,516$34,776,645136Warner Bros. / IMAX
15Sleepwalk With Me$36,438-25%45-13$810$2,200,2629IFC Films
16The Campaign$34,336-22%74-27$464$86,437,56611Warner Bros.
17Born to Be Wild 3D$31,5659%300$1,052$21,089,64981Warner Bros. / IMAX
18The Waiting Room$29,173--4--$7,293$50,0564International Film Circuit
19Simon and the Oaks$23,205133%76$3,315$37,4772The Film Arcade
20Somewhere Between$22,479140%64$3,747$93,1279Long Shot Factory
21The Other Dream Team$21,260-24%131$1,635$101,0054The Film Arcade
22The Flat$19,916--2--$9,958$19,9161IFC Films
23Moonrise Kingdom$19,324-46%29-27$666$45,489,12522Focus
24Holy Motors$18,866--2--$9,433$27,6801Indomina Releasing
25Brooklyn Castle$18,761--2--$9,381$18,7611Producers Distribution Agency
26Beasts of the Southern Wild$17,413-31%28-8$622$11,186,65017Fox Searchlight
27War of the Buttons (2012)$17,247264%3530$493$24,2732Weinstein Company
28The First Time$17,061--19--$898$17,0611IDP/Samuel Goldwyn
29Wuthering Heights (2012)$16,62789%117$1,512$44,6033Oscilloscope
30The Oranges$16,102-64%15-41$1,073$355,2893IDP/ATO Pictures
31Robot & Frank$15,573-7%340$458$3,241,39910IDP/Samuel Goldwyn
32The Big Picture (2012)$15,10210%64$2,517$36,2362MPI Media
33The House I Live In$14,966-30%4-4$3,742$75,9293Abramorama
34All Together$12,887--10--$1,289$12,8871Kino Lorber / Tribeca Film
35Liberal Arts$12,687-31%18-7$705$261,7786IFC Films
36Barfi!$10,383-72%10-24$1,038$2,799,4456UTV Communications
37Deep Sea 3D$10,181-11%31$3,394$45,041,201347Warner Bros. / IMAX
38To Rome with Love$9,747-36%328$305$16,668,75918Sony Pictures Classics
39How To Survive A Plague$9,421-13%145$673$108,8095IFC Films
40Just 45 Minutes from Broadway$9,16350%62$1,527$37,4573Rainbow Releasing
41The Well-Digger's Daughter$8,512100%96$946$334,42514Kino Lorber
42The Queen of Versailles$7,602-17%13-4$585$2,371,60114Magnolia Pictures
43Nobody Walks$7,269--2--$3,635$7,2691Magnolia Pictures
44Ruby Sparks$7,218-38%150$481$2,535,81913Fox Searchlight
45The Best Exotic Marigold Hotel$7,211-18%101$721$46,377,02225Fox Searchlight
46Wake in Fright (2012 re-issue)$6,377207%63$1,063$22,8703Drafthouse Films
47Under the Sea 3D$6,35914%4-1$1,590$32,404,271193Warner Bros. / IMAX
48Keep the Lights On$6,311-43%93$701$206,7707Music Box Films
49V/H/S$5,318-57%16-2$332$76,0033Magnolia / Magnet
50Least Among Saints$4,911-69%85$614$21,9702Brainstorm Media
51Chicken With Plums$4,063-9%10-1$406$218,97310Sony Pictures Classics
52Thaandavam$3,978-52%2-1$1,989$212,1454UTV Communications
53The Eye of the Storm$3,895--2--$1,948$78,5817Sycamore Entertainment
54Little White Lies$3,614--5--$723$204,9329MPI Media
552 Days In New York$3,33529%50$667$619,18311Magnolia Pictures
56Compliance$2,58266%116$235$315,10610Magnolia Pictures
57Celeste and Jesse Forever$2,292-63%150$153$3,082,15312Sony Pictures Classics
58Gayby$1,925-60%10$1,925$8,2272The Film Collaborative
59Red Hook Summer$1,608--3--$536$336,85511Variance Films
60Unforgivable$1,540-25%20$770$152,46717Strand Releasing
62My Worst Nightmare$1,142--1--$1,142$1,1421Strand Releasing
63Step Up to the Plate$1,088-71%1-4$1,088$35,9866Cinema Guild
64The Invisible War$974--3--$325$62,31318Cinedigm
65Husbands In Goa$950-6%20$475$9,5355UTV Communications
66Bringing Up Bobby$923160%42$231$2,6754Monterey Media
67Photographic Memory$726-76%1-1$726$4,9762First Run Features
68Bel Borba Aqui$681-72%21$341$7,2113Abramorama
69You've Been Trumped$544--3--$181$19,90912International Film Circuit
70We Won't Grow Old Together$446--1--$446$10,76320The Film Desk
71Alps$440--1--$440$13,52715Kino Lorber
72Trade of Innocents$325-96%1-2$325$12,1483Monterey Media
73Sushi: The Global Catch$298--1--$298$4,05512Alive Mind Cinema
74Girl Model$243-62%10$243$20,5927First Run Features
755 Broken Cameras$189-74%1-1$189$73,96121Kino Lorber
76Head Games$143--1--$143$12,0365Variance Films