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 Wed, Jan. 5 2011

Wide (1000+)

#TitleWed, Jan. 5 2011LocationsAvg.TotalWks.Dist.
1True Grit (2010)$1,940,218-10%3,0830$629$93,398,0602Paramount
2Little Fockers$1,634,840-19%3,5540$460$108,653,5302Universal
3TRON: Legacy$1,383,504-21%3,365-86$411$136,784,3683Disney
4Black Swan$1,224,323-8%1,55353$788$51,852,1815Fox Searchlight
5The Fighter$992,095-15%2,53423$392$49,841,9484Paramount
6The Tourist$598,164-19%2,7560$217$56,782,3194Sony / Columbia
7The Chronicles of Narnia: The Voyage of the Dawn Treader$564,125-29%2,948-6$191$89,372,7974Fox
8Yogi Bear$542,358-32%3,5150$154$68,314,3713Warner Bros.
9Tangled$513,820-28%2,5820$199$170,182,0896Disney
10Gulliver's Travels (2010)$433,606-31%3,08996$140$29,445,9772Fox
11How Do You Know$423,799-19%2,4830$171$26,532,4763Sony / Columbia
12Harry Potter and the Deathly Hallows: Part 1$361,183-19%1,7320$209$284,967,8967Warner Bros.

Limited (100 — 999)

#TitleWed, Jan. 5 2011LocationsAvg.TotalWks.Dist.
1The King's Speech$835,609-3%7000$1,194$25,613,8656Weinstein Company
2Burlesque$56,857-13%3300$172$37,927,1316Sony / Screen Gems
3The Social Network$47,506-2%2490$191$93,377,96814Sony / Columbia
4Unstoppable (2010)$47,186-12%45057$105$79,631,0728Fox
5Due Date$40,916-3%4040$101$99,354,6769Warner Bros.
6127 Hours$38,952-10%103-12$378$10,567,3209Fox Searchlight
7Megamind$37,161-24%7640$49$144,365,2629Paramount / DreamWorks
8Red (2010)$30,442-16%303-27$100$89,611,06412Summit
9Love and Other Drugs$28,076-17%17531$160$31,364,5686Fox
10Life As We Know It$22,086-11%2480$89$52,960,01813Warner Bros.
11Despicable Me$12,805-24%1974$65$251,255,43026Universal
12Fair Game (2010)$10,908-17%109-52$100$9,156,7869Summit
13Jackass 3D$9,701-2%1370$71$117,141,89012Paramount
14Faster (2010)$7,212-22%119-4$61$22,882,0056CBS Films
15Morning Glory (2010)$7,004-4%1260$56$30,780,3008Paramount
16Paranormal Activity 2$6,512-4%1450$45$84,682,66111Paramount
17Legend of the Guardians: The Owls of Ga'Hoole$5,984-28%1580$38$55,577,30715Warner Bros.
18Hereafter$3,6662%1280$29$32,723,93912Warner Bros.

Platform (1 — 99)

#TitleWed, Jan. 5 2011LocationsAvg.TotalWks.Dist.
1Blue Valentine (2010)$37,2060%40$9,302$404,7351Weinstein Company
2Hubble 3D$28,0290%470$596$20,241,74942Warner Bros. / IMAX
3I Love You Phillip Morris$21,553-9%68-1$317$1,196,5375Roadside Attractions
4Rabbit Hole$19,603-11%340$577$499,6093Lionsgate
5Somewhere (2010)$17,20010%80$2,150$484,6452Focus
6Under the Sea 3D$5,235-27%120$436$25,295,29099Warner Bros. / IMAX
7The Next Three Days$4,378-8%81-30$54$21,144,0957Lionsgate
8Country Strong$3,736-13%20$1,868$133,1682Sony / Screen Gems
9The Town$2,895-20%620$47$92,183,16516Warner Bros.
10Inception$1,80438%280$64$292,574,50125Warner Bros.
11The Tempest$1,70421%6-6$284$235,7134Disney
12The Warrior's Way$1,279-8%384$34$5,574,0655Relativity Media
13For Colored Girls$952-14%28-11$34$37,680,2179Lionsgate
14Winter's Bone$767108%2-3$384$6,249,12530Roadside Attractions
15Summer Wars$302-81%20$151$19,0032GKIDS