Grosses

'Avengers: Age of Ultron' Scores the Second Largest Debut of All-Time with $191.3M LaunchMay 04, 2015 12:46 PM

by Daniel Garris

Disney's Avengers: Age of Ultron debuted with a massive $191.27 million this weekend. While that represented the second largest opening weekend performance of all-time, it also represented a notably softer debut than had been widely expected for the film (especially after its relatively strong Thursday night launch). Instead of surpassing the $207.44 million debut of 2012's Marvel's The Avengers, Avengers: Age of Ultron had to settle for opening in between The Avengers and the $174.14 million debut of 2013's Iron Man 3. Avengers: Age of Ultron opened 8 percent below The Avengers and 10 percent ahead of Iron Man 3.

That Avengers: Age of Ultron is on course to ultimately gross less domestically than The Avengers isn't a surprise. But its opening weekend performance being softer than that of its predecessor is a surprise, in part from the fact that Avengers: Age of Ultron will in all likelihood be more front-loaded than The Avengers was, perhaps significantly so.

It should be mentioned that Saturday's performance appears to have taken a clear hit from the much hyped about and long awaited Mayweather vs. Pacquiao boxing match. Game 7 of the Los Angeles Clippers vs San Antonio Spurs NBA Playoffs series and the Kentucky Derby likely also helped take a toll on Saturday's performance as well.

Avengers: Age of Ultron took in $84.42 million on Friday (which included an estimated $27.6 million from Thursday evening shows), declined a very sharp 33 percent on Saturday to gross $56.53 million and fell just 11 percent on Sunday to gross $50.32 million. That placed the film's opening weekend to Friday ratio at 2.27 to 1. That is significantly more front-loaded than the 2.57 to 1 ratio of The Avengers and the 2.53 to 1 ratio of Iron Man 3.

In addition to Saturday's performance being affected by the mentioned sporting events, the early front-loading for Avengers: Age of Ultron suggests that die-hard fans of the Marvel Cinematic Universe were much more excited about the film than more casual fans of the series were. It is quite possible that Furious 7 having gone over so well with moviegoers in April helped downplay anticipation a bit for Avengers: Age of Ultron with more casual fans (similarly, that appeared to happen this weekend last year when potential for The Amazing Spider-Man 2 was softened a bit by the strong audience reaction to Captain America: The Winter Soldier.)

There is hope that Avengers: Age of Ultron could rebound from its early front-loading going forward, thanks in part to a strong initial audience reaction of its own. Avengers: Age of Ultron received an A rating on CinemaScore and its early audience score among Rotten Tomatoes users stands at a very strong 90 percent. On the other hand, Avengers: Age of Ultron will face tougher initial competition throughout May than The Avengers did back in 2012, at least on paper, from the combination of Universal's Pitch Perfect 2, Warner's Max Max: Fury Road, fellow Disney release Tomorrowland and to a lesser extent from Fox's Poltergeist and Warner's Hot Pursuit.

The audience breakdown for Avengers: Age of Ultron skewed towards male moviegoers (59 percent) and towards moviegoers over the age of 25 (59 percent). Family audiences represented 22 percent of the film's overall audience.  Teenage moviegoers represented 12 percent of the film's overall audience, which represented a significant drop-off compared to The Avengers (when teens represented 21 percent of the opening weekend audience). 

Moving past the absolute market dominance of Avengers: Age of Ultron this weekend, it was a close three-way race for second place between Universal's Furious 7, Lionsgate's The Age of Adaline and Sony's Paul Blart: Mall Cop 2.

After leading the box office for each of the past four weekends, Furious 7 fell to second place this weekend with $6.64 million. The seventh installment of Universal's blockbuster action franchise was down a very sharp 63 percent, which was understandable given the debut of Avengers: Age of Ultron and that Saturday's sports events took a toll on the marketplace in general. Furious 7 has grossed $331.07 million through 31 days of release. That places the film an extremely impressive 45 percent ahead of the $228.62 million 31-day take of 2013's Fast & Furious 6.

The Age of Adaline placed in third $6.20 million. While the romantic drama starring Blake Lively was down a significant 53 percent from last weekend's debut, it also experienced one of the weekend's stronger percentage holds among wide releases. The Age of Adaline has grossed $23.38 million in ten days. That is on the high end of expectations and places the film just below the recent $23.68 million ten-day start of The Longest Ride. With aid from Mother's Day next weekend, The Age of Adaline should experience a stronger third weekend hold than The Longest Ride did.

Paul Blart: Mall Cop 2 claimed fourth place with $5.88 million. The modestly budgeted Kevin James led comedy sequel fell a sharp 60 percent from last weekend. Paul Blart: Mall Cop 2 has grossed $51.52 million in 17 days. The film continues to run in line with expectations and is running 13 percent behind the $59.21 million 17-day take of 2011's Zookeeper.

Daily Domestic Gross Thu, Mar. 17 2011

Wide (1000+)

#TitleThu, Mar. 17 2011LocationsAvg.TotalWks.Dist.
1Rango$2,048,031-7%3,9236$522$77,262,1162Paramount
2Battle: Los Angeles$2,022,833-14%3,417--$592$46,001,7061Sony / Columbia
3Red Riding Hood$1,007,306-10%3,030--$332$18,707,3831Warner Bros.
4The Adjustment Bureau$897,985-15%2,8477$315$42,847,0402Universal
5Mars Needs Moms$720,719-6%3,117--$231$10,083,8141Disney
6Gnomeo and Juliet$514,003-7%2,585-399$199$91,288,3825Disney
7Beastly$485,790-3%1,9597$248$18,985,4652CBS Films
8Hall Pass$423,266-23%2,555-395$166$36,989,6063Warner Bros. / New Line
9Just Go With It$393,823-9%2,398-522$164$95,719,2095Sony / Columbia
10Unknown (2011)$318,166-9%2,303-610$138$59,815,5524Warner Bros.
11The King's Speech$317,031-13%1,768-472$179$130,442,23016Weinstein Company
12I Am Number Four$280,817-1%2,005-898$140$51,601,7904Disney / DreamWorks
13Justin Bieber: Never Say Never$181,863-6%1,247-1007$146$71,738,8985Paramount
14Take Me Home Tonight$140,352-17%2,0030$70$6,566,9012Relativity Media

Limited (100 — 999)

#TitleThu, Mar. 17 2011LocationsAvg.TotalWks.Dist.
1Big Mommas: Like Father, Like Son$129,955-3%931-711$140$35,699,4684Fox
2Yogi Bear$70,4394%404138$174$98,965,01713Warner Bros.
3Cedar Rapids$69,020-24%394159$175$4,953,3555Fox Searchlight
4Black Swan$44,785-15%337-344$133$106,129,44715Fox Searchlight
5The Green Hornet$42,812-1%30940$139$97,666,5069Sony / Columbia
6The Fighter$42,451-21%463-112$92$93,148,04914Paramount
7Drive Angry$40,365-3%551-1739$73$10,471,5683Summit
8True Grit (2010)$32,636-14%401-324$81$169,530,59712Paramount
9No Strings Attached$19,567-20%254-171$77$70,096,8628Paramount
10Biutiful$17,290-15%114-31$152$4,600,79611Roadside Attractions
11Little Fockers$14,1100%177-44$80$148,438,60012Universal
12The Chronicles of Narnia: The Voyage of the Dawn Treader$14,0564%123-62$114$104,173,87514Fox
13Harry Potter and the Deathly Hallows: Part 1$11,5495%122-86$95$294,758,21517Warner Bros.

Platform (1 — 99)

#TitleThu, Mar. 17 2011LocationsAvg.TotalWks.Dist.
1Hubble 3D$43,963-3%490$897$22,689,99952Warner Bros. / IMAX
2Jane Eyre (2011)$16,393-14%4--$4,098$253,1051Focus
3Gulliver's Travels (2010)$11,7238%99-57$118$42,689,75712Fox
4Kill the Irishman$7,640-35%5--$1,528$192,0011Anchor Bay Films
5The Eagle$6,73811%99-228$68$19,319,4725Focus
6127 Hours$6,241-17%79-56$79$18,265,50119Fox Searchlight
7Blue Valentine (2010)$6,210-15%60-36$104$9,542,19511Weinstein Company
8The Rite$5,929-7%85-116$70$32,748,4637Warner Bros. / New Line
9The Company Men$5,072-13%63-49$81$4,177,7208Weinstein Company
10happythankyoumoreplease$4,453-27%1917$234$118,8802Anchor Bay Films
11Season of the Witch$4,3428%54-55$80$24,810,52210Relativity Media
12Rabbit Hole$3,353-34%38-17$88$2,174,59213Lionsgate
13The Mechanic$2,193-38%42-67$52$28,942,8777CBS Films
14Vidal Sassoon: The Movie$1,32584%51$265$76,0345Phase 4 Films
15From Prada to Nada$1,3012%33-2$39$2,963,2997Lionsgate / Pantelion
16I Love You Phillip Morris$1,118-35%12-1$93$1,984,44515Roadside Attractions
17Winter's Bone$57413%9-4$64$6,529,53140Roadside Attractions
18Saint Misbehavin’: The Wavy Gravy Movie$41114%1--$411$29,89315Argot Pictures