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 $86.39 million, the film is running 8.5 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 Mon, Sep. 19 2011

Wide (1000+)

#TitleMon, Sep. 19 2011LocationsAvg.TotalWks.Dist.
1The Lion King 3D$2,314,324-75%2,330--$993$32,465,9381Disney
2Drive (2011)$1,043,621-64%2,886--$362$12,384,0821FilmDistrict
3Contagion$1,019,193-71%3,2220$316$45,279,7172Warner Bros.
4The Help$560,796-68%3,01479$186$148,000,5896Disney / DreamWorks
5Straw Dogs (2011)$428,770-65%2,408--$178$5,552,5301Sony / Screen Gems
6I Don't Know How She Does It$321,759-68%2,476--$130$4,723,9601Weinstein Company
7Warrior (2011)$258,322-68%1,88314$137$10,260,9472Lionsgate
8The Debt$243,096-65%1,831-45$133$26,807,5273Focus
9Colombiana$197,222-68%1,933-421$102$33,574,7454Sony / TriStar
10Rise of the Planet of the Apes$186,742-73%2,340-547$80$171,838,2797Fox
11Crazy, Stupid, Love$122,288-65%1,145-165$107$80,858,5618Warner Bros.
12Our Idiot Brother$121,144-61%1,747-649$69$23,793,3544Weinstein Company
13Shark Night 3D$105,054-75%2,082-766$50$17,415,4563Relativity Media
14Don't Be Afraid of the Dark (2011)$80,143-70%1,334-917$60$22,863,6454FilmDistrict
15Apollo 18$77,761-70%1,795-1535$43$16,963,6033Weinstein Company
16The Smurfs$49,806-87%1,419-558$35$137,643,6878Sony / Columbia
17Bucky Larson: Born to Be a Star$48,778-55%1,5000$33$2,380,0962Sony / Columbia
18Spy Kids: All The Time in the World$46,310-91%1,650-894$28$36,154,0445Weinstein Company

Limited (100 — 999)

#TitleMon, Sep. 19 2011LocationsAvg.TotalWks.Dist.
1Laugh at My Pain$115,376-61%230132$502$3,713,6472CodeBlack Entertainment
2Harry Potter and the Deathly Hallows: Part 2$59,705-71%601-209$99$378,240,32610Warner Bros.
3Seven Days in Utopia$45,338-68%437-118$104$3,635,2203Visio Entertainment
4Captain America: The First Avenger$43,210-71%540-264$80$174,344,7309Paramount
5Transformers: Dark of the Moon$40,503-72%306129$132$351,372,49012Paramount / DreamWorks
6Cowboys & Aliens$40,125-72%614-306$65$98,870,4918Universal
7Horrible Bosses$38,967-63%444-59$88$116,543,45411Warner Bros. / New Line
8Sarah's Key$26,985-64%266-40$101$6,343,7859Weinstein Company
9The Change-Up$18,565-65%307-67$60$36,859,8107Universal
10Final Destination 5$16,754-69%302-353$55$42,155,9626Warner Bros. / New Line
11One Day$15,631-60%254-238$62$13,781,6455Focus
12Bridesmaids$11,815-91%170-27$70$168,955,91519Universal
13Conan the Barbarian (2011)$8,470-65%154-397$55$21,158,7145Lionsgate
14Saving Private Perez$8,253-77%116-49$71$1,338,1033Lionsgate / Pantelion
15Mr. Popper's Penguins$8,190-83%213-39$38$67,902,05514Fox
16Super 8$7,352-71%159-44$46$126,877,18515Paramount
17Kung Fu Panda 2$6,370-81%142-22$45$165,134,55217Paramount / DreamWorks
18Green Lantern (2011)$3,810-73%103-52$37$116,554,93214Warner Bros.

Platform (1 — 99)

#TitleMon, Sep. 19 2011LocationsAvg.TotalWks.Dist.
1Born to Be Wild 3D$9,745-73%490$199$12,849,68824Warner Bros. / IMAX
2Detective Dee and the Mystery of the Phantom Flame$4,961-67%1916$261$168,4163Indomina Media
3Circumstance$4,648-66%318$150$259,1144Roadside Attractions
4The Tree of Life$4,573-58%41-21$112$13,155,30617Fox Searchlight
5Monte Carlo$3,208-79%46-23$70$23,134,54212Fox
6Attack the Block$2,835-59%35-16$81$1,006,2978Sony / Screen Gems
7The Future$2,360-51%29--$81$504,2188Roadside Attractions
8The Devil's Double$2,015-39%25-8$81$1,344,0148Lionsgate
9Another Earth$1,160-49%17-24$68$1,294,1129Fox Searchlight
10Project Nim$1,147-36%176$67$384,52011Roadside Attractions
11Everything Must Go$488--1-3$488$2,712,13119Roadside Attractions
12Snow Flower and the Secret Fan$196-60%5-3$39$1,341,96310Fox Searchlight
13Tanner Hall$45-49%1-4$45$5,0502Anchor Bay Films