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 Sat, Oct. 8 2011

Wide (1000+)

#TitleSat, Oct. 8 2011LocationsAvg.TotalWks.Dist.
1Real Steel$10,815,61027%3,440--$3,144$19,349,3001Disney / DreamWorks
2The Ides of March$4,265,44524%2,199--$1,940$7,691,8791Sony / Columbia
3Dolphin Tale$3,952,79864%3,478-37$1,137$46,270,7483Warner Bros.
4Moneyball$3,229,20546%3,01825$1,070$47,196,9803Sony / Columbia
550/50$2,277,77328%2,47921$919$15,891,3092Summit
6The Lion King 3D$1,949,38761%2,267-73$860$84,571,9804Disney
7Dream House$1,931,40042%2,6643$725$13,282,0102Universal
8Courageous$1,882,43133%1,1610$1,621$14,587,6252Sony / TriStar
9Contagion$1,284,02752%2,250-494$571$68,215,7705Warner Bros.
10Abduction$1,258,24750%2,591-527$486$22,568,3603Lionsgate
11What's Your Number?$1,249,43121%3,0119$415$9,542,0372Fox
12Killer Elite$909,10141%2,411-575$377$20,997,8683Open Road
13The Help$827,90247%2,064-441$401$162,096,8829Disney / DreamWorks
14Drive (2011)$761,73340%1,330-644$573$29,572,4634FilmDistrict

Limited (100 — 999)

#TitleSat, Oct. 8 2011LocationsAvg.TotalWks.Dist.
1The Smurfs$223,36573%515104$434$139,221,86311Sony / Columbia
2Laugh at My Pain$213,24056%248-30$860$6,812,0105CodeBlack Entertainment
3Harry Potter and the Deathly Hallows: Part 2$169,47351%407155$416$379,626,52813Warner Bros.
4Rise of the Planet of the Apes$132,20862%382-209$346$174,855,79110Fox
5Captain America: The First Avenger$131,96044%303-47$436$175,717,85012Paramount
6The Debt$108,70166%358-245$304$30,490,0556Focus
7Colombiana$101,38459%245-167$414$36,143,7017Sony / TriStar
8Crazy, Stupid, Love$85,09930%222-183$383$83,069,17511Warner Bros.
9Spy Kids: All The Time in the World$71,941151%365-345$197$37,705,2328Weinstein Company
10Warrior (2011)$68,65632%319-388$215$13,377,8625Lionsgate
11Zookeeper$67,04779%198-55$339$80,069,66614Sony / Columbia
12Cowboys & Aliens$63,86048%206-35$310$99,728,50111Universal
13Horrible Bosses$41,35131%142-80$291$117,360,07114Warner Bros. / New Line
14I Don't Know How She Does It$39,16522%240-505$163$9,457,7024Weinstein Company
15Straw Dogs (2011)$36,72337%181-693$203$10,300,3854Sony / Screen Gems
16Transformers: Dark of the Moon$35,89461%143-65$251$352,334,01215Paramount / DreamWorks
17Don't Be Afraid of the Dark (2011)$31,47360%114-102$276$23,801,0137FilmDistrict
18Shark Night 3D$30,10083%145-147$208$18,576,2676Relativity Media
19Sarah's Key$22,86247%113-26$202$6,862,67512Weinstein Company

Platform (1 — 99)

#TitleSat, Oct. 8 2011LocationsAvg.TotalWks.Dist.
1Machine Gun Preacher$46,20845%9360$497$256,6633Relativity Media
2Born to Be Wild 3D$39,69444%490$810$13,299,43227Warner Bros. / IMAX
3Seven Days in Utopia$20,14428%77-58$262$4,272,0056Visio Entertainment
4Munger Road$19,29723%98$2,144$82,7362Freestyle Releasing
5Mr. Popper's Penguins$15,73374%68-35$231$68,169,94617Fox
6Thunder Soul$14,37236%3724$388$111,1293Roadside Attractions
7Detective Dee and the Mystery of the Phantom Flame$13,53152%27-7$501$399,3826Indomina Media
8Bad Teacher$13,49935%64-290$211$100,283,78716Sony / Columbia
9Final Destination 5$13,47468%61-83$221$42,566,6209Warner Bros. / New Line
10Our Idiot Brother$11,09315%67-69$166$24,650,2947Weinstein Company
11Apollo 18$7,25033%46-68$158$17,515,7346Weinstein Company
12Dirty Girl$6,5725%9--$730$12,8151Weinstein Company
13Circumstance$6,01834%18-5$334$366,3197Roadside Attractions
14Margaret$5,22153%1412$373$20,4562Fox Searchlight
15Muran$3,075123%7-3$439$24,2482UTV Communications
16The Future$1,63646%15-1$109$543,60811Roadside Attractions
17Sahib Biwi Aur Gangster$1,122173%90$125$12,8472UTV Communications
18Sarah Palin: You Betcha!$361-1%4-2$90$10,3042Freestyle Releasing
19Queen of the Sun: What are the Bees Telling Us?$21742%1--$217$244,59756Collective Eye
20Project Nim$150183%6-1$25$398,95414Roadside Attractions