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, Oct. 27 2011

Wide (1000+)

#TitleThu, Oct. 27 2011LocationsAvg.TotalWks.Dist.
1Paranormal Activity 3$2,315,2128%3,321--$697$62,774,6541Paramount
2Footloose (2011)$695,22810%3,5556$196$33,042,7992Paramount
3Real Steel$594,6268%3,412-28$174$69,158,2673Disney / DreamWorks
4The Three Musketeers (2011)$579,165-1%3,017--$192$11,339,8781Summit
5The Ides of March$413,548-2%2,042-157$203$30,796,1833Sony / Columbia
6Moneyball$349,691-2%2,353-487$149$65,021,0505Sony / Columbia
7Dolphin Tale$298,15929%2,828-458$105$65,401,8645Warner Bros.
8The Thing (2011)$285,0056%2,995-1$95$15,217,7502Universal
950/50$267,763-3%1,932-459$139$29,931,7134Summit
10Courageous$238,59919%1,195-19$200$25,843,8794Sony / TriStar
11Johnny English Reborn$224,88016%1,552--$145$4,771,7701Universal
12The Big Year$145,5033%2,1500$68$6,593,0802Fox
13The Lion King 3D$86,91916%1,091-879$80$92,939,7066Disney
14Dream House$67,03010%1,224-948$55$20,436,5804Universal

Limited (100 — 999)

#TitleThu, Oct. 27 2011LocationsAvg.TotalWks.Dist.
1The Mighty Macs$93,57721%975--$96$1,285,6941Quaker Media
2The Help$87,6819%776-491$113$166,511,40111Disney / DreamWorks
3Contagion$76,4847%901-783$85$73,766,4667Warner Bros.
4The Way$59,9607%283--$212$1,251,7573Producers Distribution Agency
5Drive (2011)$59,908-6%367-336$163$33,453,4746FilmDistrict
6Killer Elite$43,4410%751-680$58$24,801,1785Open Road
7Abduction$40,8979%753-954$54$26,958,1125Lionsgate
8What's Your Number?$26,908-9%343-939$78$13,813,1524Fox
9Crazy, Stupid, Love$26,8574%308146$87$83,750,92013Warner Bros.
10Rise of the Planet of the Apes$22,69521%249-24$91$175,713,76712Fox
11Harry Potter and the Deathly Hallows: Part 2$18,32316%240-90$76$380,596,55415Warner Bros.
12Captain America: The First Avenger$12,2965%184-62$67$176,472,74714Paramount
13The Debt$11,237-4%119-81$94$31,096,3838Focus
14Cowboys & Aliens$9,7907%131-77$75$100,154,60113Universal
15Laugh at My Pain$8,5323%103-85$83$7,593,1117CodeBlack Entertainment
16Spy Kids: All The Time in the World$5,3800%178-133$30$38,219,22010Weinstein Company
17Shark Night 3D$4,295-2%102-13$42$18,751,2378Relativity Media

Platform (1 — 99)

#TitleThu, Oct. 27 2011LocationsAvg.TotalWks.Dist.
1Margin Call$46,820-10%56--$836$761,2471Roadside Attractions
2Born to Be Wild 3D$21,30652%490$435$13,733,19529Warner Bros. / IMAX
3Martha Marcy May Marlene$14,666-4%4--$3,667$198,9941Fox Searchlight
4Machine Gun Preacher$4,3568%25-18$174$492,7145Relativity Media
5Our Idiot Brother$4,303-5%7938$54$24,751,0719Weinstein Company
6Warrior (2011)$3,14518%65-70$48$13,643,9267Lionsgate
7Labios Rojos$2,68510%43-24$62$132,1872Lionsgate / Pantelion
8Horrible Bosses$2,6302%50-35$53$117,538,55916Warner Bros. / New Line
9Sarah's Key$2,281-58%48-38$48$7,043,28014Weinstein Company
10Don't Be Afraid of the Dark (2011)$2,04816%53-27$39$23,933,5479FilmDistrict
11Detective Dee and the Mystery of the Phantom Flame$1,96038%21--$93$481,0648Indomina Media
12Munger Road$1,64426%16-16$103$226,3264Freestyle Releasing
13Circumstance$1,43241%10-9$143$423,7469Roadside Attractions
14I Don't Know How She Does It$1,401107%29-78$48$9,598,9456Weinstein Company
15Texas Killing Fields$942-32%41$236$28,0132Anchor Bay Films
16The Future$79652%14--$57$562,75213Roadside Attractions
17Dirty Girl$7839%5-5$157$50,6883Weinstein Company
18Apollo 18$54018%13-5$42$17,554,3798Weinstein Company
19Project Nim$178-69%128$15$405,38016Roadside Attractions
20Thunder Soul$51-31%4-8$13$143,4035Roadside Attractions