Grosses

'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.

Daily Domestic Gross Fri, Dec. 31 2010

Wide (1000+)

#TitleFri, Dec. 31 2010LocationsAvg.TotalWks.Dist.
1True Grit (2010)$8,166,25623%3,08336$2,649$70,420,1232Paramount
2Little Fockers$7,747,720-1%3,55418$2,180$84,557,4252Universal
3TRON: Legacy$4,992,200-22%3,365-86$1,484$117,540,0713Disney
4Yogi Bear$4,048,214-14%3,5150$1,152$57,418,5503Warner Bros.
5The Chronicles of Narnia: The Voyage of the Dawn Treader$3,392,475-3%2,948-584$1,151$80,066,0974Fox
6Tangled$3,265,495-13%2,5820$1,265$161,284,3906Disney
7Gulliver's Travels (2010)$2,967,310-4%3,089543$961$21,121,7172Fox
8The Fighter$2,658,0071%2,53423$1,049$39,041,7944Paramount
9The Tourist$1,959,5337%2,7560$711$49,966,9654Sony / Columbia
10Black Swan$1,940,147-28%1,55396$1,249$40,866,3435Fox Searchlight
11Harry Potter and the Deathly Hallows: Part 1$1,348,611-14%1,7320$779$280,230,1277Warner Bros.
12How Do You Know$1,315,417-6%2,4830$530$21,808,8913Sony / Columbia

Limited (100 — 999)

#TitleFri, Dec. 31 2010LocationsAvg.TotalWks.Dist.
1The King's Speech$2,517,09639%7000$3,596$17,674,0346Weinstein Company
2Megamind$206,714-11%7640$271$143,767,7929Paramount / DreamWorks
3Unstoppable (2010)$161,19231%450-76$358$79,104,7578Fox
4Due Date$127,2364%4040$315$98,935,0399Warner Bros.
5The Social Network$118,7992%249-9$477$92,876,28214Sony / Columbia
6Burlesque$113,724-21%330-171$345$37,403,0476Sony / Screen Gems
7Red (2010)$80,830-10%303-27$267$89,296,29712Summit
8127 Hours$53,166-29%103-42$516$10,203,2289Fox Searchlight
9Despicable Me$50,235-25%1974$255$251,083,04026Universal
10Life As We Know It$45,410-23%2480$183$52,727,34313Warner Bros.
11Love and Other Drugs$38,122-29%175-66$218$31,099,4816Fox
12Tees Maar Khan$28,382-5%104-4$273$950,6112UTV Communications
13Fair Game (2010)$26,181-18%109-52$240$9,048,3899Summit
14Legend of the Guardians: The Owls of Ga'Hoole$24,235-21%1580$153$55,486,41315Warner Bros.
15Morning Glory (2010)$14,3978%1260$114$30,727,8148Paramount
16Faster (2010)$10,456-38%119-4$88$22,799,8666CBS Films
17Jackass 3D$9,356-54%1370$68$117,052,88312Paramount
18Hereafter$9,0542%1280$71$32,684,45512Warner Bros.
19Paranormal Activity 2$8,854-49%1450$61$84,612,34211Paramount

Platform (1 — 99)

#TitleFri, Dec. 31 2010LocationsAvg.TotalWks.Dist.
1Hubble 3D$59,655-33%470$1,269$20,069,36842Warner Bros. / IMAX
2Blue Valentine (2010)$42,425-15%4--$10,606$140,3041Weinstein Company
3I Love You Phillip Morris$40,253-10%6830$592$969,9115Roadside Attractions
4Rabbit Hole$30,303-10%340$891$323,4323Lionsgate
5Somewhere (2010)$28,114-14%81$3,514$322,5342Focus
6Under the Sea 3D$11,931-34%120$994$25,247,35299Warner Bros. / IMAX
7Country Strong$11,40038%20$5,700$89,6362Sony / Screen Gems
8The Next Three Days$10,259-1%81-30$127$21,102,2397Lionsgate
9The Polar Express (2010 re-issue)$9,808--15--$654$660,8739Warner Bros.
10Biutiful$7,550-23%2--$3,775$26,9291Roadside Attractions
11The Town$5,632-19%620$91$92,155,03716Warner Bros.
12Inception$4,669-10%280$167$292,558,18825Warner Bros.
13The Warrior's Way$3,524119%384$93$5,559,3955Relativity Media
14For Colored Girls$3,246-21%28-11$116$37,669,2049Lionsgate
15The Tempest$2,735-67%6-8$456$223,6534Disney
16Summer Wars$1,901-35%21$951$9,3802GKIDS
17Winter's Bone$297-45%2-3$149$6,243,74530Roadside Attractions