Grosses

'Home' a Welcome Surprise with $52.1M; 'Get Hard' Off to a Healthy $33.8M StartMarch 30, 2015 01:05 PM

by Daniel Garris

Home surprised in a big way this weekend with a significantly stronger than expected first place start of $52.11 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 for DreamWorks Animation since the $60.32 million debut of Madagascar 3 back in June of 2012. Home opened an impressive 62 percent stronger than the $32.21 million start of last year's Mr. Peabody & Sherman and 19 percent stronger than the $43.64 million debut of 2013's The Croods.

Although it received 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 $15.72 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 declined 34 percent on Sunday to gross $14.51 million. That placed the film's opening weekend to Friday ratio at 3.32 to 1. Home 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 $33.80 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 5 percent below the $35.54 million start of 2010's The Other Guys.

Get Hard started out with $12.90 million on Friday (which included an estimated $1.8 million from Thursday evening shows), increased a slim 2 percent on Saturday to take in $13.12 million and fell 41 percent on Sunday to gross $7.78 million. That placed the film's opening weekend to Friday ratio at 2.62 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 $21.54 million. The second installment of the young adult series starring Shailene Woodley fell a sharp 59 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 $85.85 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 $17.04 million. Disney's blockbuster fairy tale adaptation was down a sharp 51 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 $149.55 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 a fifth place take of $3.81 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 $4.55 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 $227,688 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 $56,922 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, Aug. 17 2011

Wide (1000+)

#TitleWed, Aug. 17 2011LocationsAvg.TotalWks.Dist.
1The Help$3,564,041-19%2,53423$1,406$47,752,6931Disney / DreamWorks
2Rise of the Planet of the Apes$2,614,742-27%3,69143$708$114,955,5642Fox
3The Smurfs$1,610,657-35%3,42732$470$108,155,5173Sony / Columbia
4Final Destination 5$1,418,082-30%3,155--$449$23,335,7691Warner Bros. / New Line
530 Minutes or Less$1,285,975-31%2,888--$445$18,316,0651Sony / Columbia
6Harry Potter and the Deathly Hallows: Part 2$927,487-19%2,414-761$384$360,565,2655Warner Bros.
7Crazy, Stupid, Love$879,165-24%2,635-385$334$58,608,4183Warner Bros.
8Captain America: The First Avenger$810,269-23%2,835-785$286$159,822,0304Paramount
9Cowboys & Aliens$795,025-23%3,310-444$240$84,455,0253Universal
10The Change-Up$728,250-28%2,9130$250$28,431,6552Universal
11Glee: The 3D Concert Movie$541,616-31%2,040--$265$8,130,2821Fox
12Horrible Bosses$306,073-14%1,338-687$229$110,999,4906Warner Bros. / New Line
13Friends With Benefits$252,806-23%1,294-946$195$53,938,6074Sony / Screen Gems

Limited (100 — 999)

#TitleWed, Aug. 17 2011LocationsAvg.TotalWks.Dist.
1Transformers: Dark of the Moon$152,568-17%886-968$172$347,776,7857Paramount / DreamWorks
2Zookeeper$123,363-25%748-710$165$76,243,5546Sony / Columbia
3Cars 2$83,802-25%494-279$170$186,509,6038Disney
4Sarah's Key$63,316-19%10134$627$2,235,0614Weinstein Company
5Mr. Popper's Penguins$56,520-9%294-33$192$66,269,7959Fox
6Kung Fu Panda 2$51,790-21%252-38$206$163,607,01912Paramount / DreamWorks
7Green Lantern (2011)$51,419-23%242134$212$115,215,5929Warner Bros.
8Bridesmaids$51,335-10%285-89$180$167,329,46514Universal
9X-Men: First Class$28,236-19%183-52$154$145,780,40011Fox
10Bad Teacher$25,612-6%149-165$172$97,976,3938Sony / Columbia
11The Hangover Part II$24,275-12%232-71$105$254,019,32912Warner Bros.
12The Tree of Life$22,592-14%118-52$191$12,546,84912Fox Searchlight
13Super 8$17,176-9%108-66$159$125,573,33310Paramount
14Snow Flower and the Secret Fan$14,841-18%104-12$143$1,244,4115Fox Searchlight
15Beginners$13,097-20%103-23$127$5,569,68411Focus
16Monte Carlo$12,678-17%124-17$102$22,731,1247Fox
17Larry Crowne$10,7700%166-63$65$35,597,4957Universal

Platform (1 — 99)

#TitleWed, Aug. 17 2011LocationsAvg.TotalWks.Dist.
1Born to Be Wild 3D$63,7390%490$1,301$11,507,85719Warner Bros. / IMAX
2The Devil's Double$35,968-16%8956$404$818,8083Lionsgate
3Aarakshan$24,519-30%91--$269$425,4541Reliance Big Pictures
4Another Earth$22,177-8%8227$270$769,5934Fox Searchlight
5Attack the Block$16,817-7%4032$420$505,8083Sony / Screen Gems
6Rio (2011)$9,376-25%99-40$95$143,510,47918Fox
7The Future$8,148-21%202$407$263,0553Roadside Attractions
8Thor$7,773-9%81-60$96$180,977,07315Paramount
9Project Nim$3,267-16%18-3$182$318,5946Roadside Attractions
10A Better Life$2,723-20%51-23$53$1,706,3368Summit
11Judy Moody and the Not Bummer Summer$1,480-71%55-33$27$15,012,02410Relativity Media
12The Last Mountain$572-51%5--$114$122,49711Dada Films
13Insidious$432-29%13-13$33$53,979,61520FilmDistrict
14Everything Must Go$2387%3-5$79$2,703,19314Roadside Attractions
15Submarine$130-42%7-3$19$467,42111Weinstein Company
16The Conspirator$122-12%2-2$61$11,533,81918Roadside Attractions