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 Tue, Jun. 21 2011

Wide (1000+)

#TitleTue, Jun. 21 2011LocationsAvg.TotalWks.Dist.
1Green Lantern (2011)$4,989,129-2%3,816--$1,307$63,277,8751Warner Bros.
2Mr. Popper's Penguins$2,751,77315%3,339--$824$23,580,4621Fox
3Super 8$2,629,6173%3,40829$772$78,194,1012Paramount
4X-Men: First Class$1,576,1638%3,375-317$467$123,396,3943Fox
5Kung Fu Panda 2$1,319,22114%3,469-460$380$146,150,9564Paramount / DreamWorks
6The Hangover Part II$1,285,4674%3,460-215$372$235,629,5604Warner Bros.
7Bridesmaids$1,248,50516%2,573-349$485$138,778,6156Universal
8Pirates of the Caribbean: On Stranger Tides$923,1979%2,742-691$337$222,513,5485Disney
9Judy Moody and the Not Bummer Summer$444,22623%2,5240$176$11,835,7972Relativity Media

Limited (100 — 999)

#TitleTue, Jun. 21 2011LocationsAvg.TotalWks.Dist.
1The Tree of Life$159,1059%11568$1,384$4,206,0624Fox Searchlight
2Thor$155,7029%875-907$178$176,410,1817Paramount
3The Art of Getting By$140,4794%610--$230$955,0201Fox Searchlight
4Fast Five$106,0600%729-600$145$207,028,6458Universal
5Rio (2011)$101,27226%408-119$248$138,906,80210Fox
6Water for Elephants$62,90724%351-115$179$57,305,7349Fox
7Rango$37,64365%188-32$200$122,811,59016Paramount
8Something Borrowed$35,95226%212-154$170$38,142,1707Warner Bros.
9The Lincoln Lawyer$30,81223%220119$140$57,429,73714Lionsgate
10Hoodwinked Too! Hood vs. Evil$22,68349%162-20$140$9,885,8938Weinstein Company
11Source Code$18,9103%161-87$117$54,426,17312Summit
12Limitless$12,3535%117-49$106$79,101,94114Relativity Media

Platform (1 — 99)

#TitleTue, Jun. 21 2011LocationsAvg.TotalWks.Dist.
1Born to Be Wild 3D$67,28327%470$1,432$7,360,71711Warner Bros. / IMAX
2Beginners$44,99412%4425$1,023$994,2723Focus
3Hubble 3D$28,270-3%332$857$25,895,99966Warner Bros. / IMAX
4Insidious$13,086-5%98-36$134$53,426,25612FilmDistrict
5Diary of a Wimpy Kid: Rodrick Rules$12,58537%90-27$140$52,585,76713Fox
6Jane Eyre (2011)$10,14427%68-22$149$11,118,80415Focus
7Hanna$9,7354%91-56$107$40,141,81511Focus
8Submarine$9,481-1%2811$339$226,6853Weinstein Company
9Tyler Perry's Madea's Big Happy Family$5,87914%71-41$83$52,859,3719Lionsgate
10Win Win$5,70217%67-33$85$10,088,73314Fox Searchlight
11Everything Must Go$3,563-7%55-32$65$2,606,1736Roadside Attractions
12The Conspirator$3,24111%44-22$74$11,466,47810Roadside Attractions
13Scream 4$2,5416%39-41$65$38,165,31110Weinstein Company
14Beautiful Boy$2,44921%84$306$53,5023Anchor Bay Films
15The Beaver$1,273-14%23-23$55$938,2427Summit
16The Last Mountain$1,250-22%74$179$67,3883Dada Films
1735 and Ticking$24834%10$248$73,2115Image Entertainment
18Kill the Irishman$18425%2-3$92$1,185,58415Anchor Bay Films
19The Music Never Stopped$46-18%31$15$249,09214Roadside Attractions