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 $85.92 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 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 Sat, Mar. 17 2012

Wide (1000+)

#TitleSat, Mar. 17 2012LocationsAvg.TotalWks.Dist.
121 Jump Street$12,929,856-2%3,121--$4,143$26,169,3451Sony / Columbia
2Dr. Seuss' The Lorax$9,592,10541%3,76923$2,545$151,999,3203Universal
3John Carter$5,721,17044%3,7490$1,526$49,347,1102Disney
4A Thousand Words$1,618,24443%1,8955$854$11,101,8592Paramount
5Act of Valor$1,551,23036%2,765-186$561$61,414,8154Relativity Media
6Project X (2012)$1,484,686-4%2,922-133$508$47,155,6773Warner Bros.
7Safe House$1,190,40044%1,920-224$620$119,509,0956Universal
8Journey 2: The Mysterious Island$1,007,57640%1,935-590$521$94,331,0266Warner Bros. / New Line
9This Means War$921,26621%1,660-289$555$50,081,3275Fox
10The Vow$876,45915%2,175-303$403$120,700,0696Sony / Screen Gems
11Silent House (2012)$862,72818%2,1240$406$10,087,6932Open Road
12Tyler Perry's Good Deeds$653,64563%1,016-500$643$32,411,3244Lionsgate
13The Artist$448,12446%1,155-350$388$41,820,33817Weinstein Company
14Ghost Rider: Spirit of Vengeance$371,08538%1,024-780$362$49,521,6025Sony / Columbia

Limited (100 — 999)

#TitleSat, Mar. 17 2012LocationsAvg.TotalWks.Dist.
1Casa de mi Padre$783,5420%382--$2,051$1,563,5981Lionsgate / Pantelion
2Friends With Kids$609,18833%640271$952$3,796,4572Roadside Attractions
3Jeff Who Lives at Home$344,11028%254--$1,355$613,4611Paramount Vantage
4Chronicle$216,42641%432-163$501$63,039,4807Fox
5Wanderlust$212,89024%698-522$305$16,608,0154Universal
6Hugo$204,32150%38370$533$72,846,77117Paramount
7The Iron Lady$186,05056%4569$408$28,494,85112Weinstein Company
8The Descendants$128,41345%347-170$370$81,921,55218Fox Searchlight
9Alvin and the Chipmunks: Chipwrecked$117,74544%286-1$412$131,571,28014Fox
10Gone$115,75015%476-668$243$11,308,8494Summit
11The Woman in Black$103,53323%305-128$339$53,419,9067CBS Films
12Mission: Impossible - Ghost Protocol$103,02844%2290$450$208,719,69014Paramount
13Seeking Justice$95,77126%231--$415$171,4831Anchor Bay Films
14The Grey$63,89443%21968$292$51,125,9998Open Road
15Star Wars: Episode I - The Phantom Menace 3D$60,97072%156-102$391$43,066,5626Fox
16We Bought a Zoo$60,92447%188-40$324$74,869,29613Fox
17Big Miracle$53,09525%236-2$225$19,757,0257Universal
18Red Tails$43,08067%152-26$283$49,457,8639Fox
19Sherlock Holmes: A Game of Shadows$38,63135%125-83$309$186,658,80014Warner Bros.
20The Adventures of Tintin$31,46727%123-30$256$77,540,05213Paramount
21The Girl with the Dragon Tattoo (2011)$31,16246%108-103$289$102,496,38913Sony / Columbia
22One For the Money$25,47623%11248$227$26,179,0588Lionsgate
23Extremely Loud and Incredibly Close$18,25744%105-97$174$31,788,23013Warner Bros.

Platform (1 — 99)

#TitleSat, Mar. 17 2012LocationsAvg.TotalWks.Dist.
1Salmon Fishing in the Yemen$211,74176%6244$3,415$640,5852CBS Films
2Being Flynn$63,49752%8876$722$225,2503Focus
3Tinker, Tailor, Soldier, Spy$45,30955%86-23$527$24,076,33615Focus
4Born to Be Wild 3D$43,182-20%400$1,080$17,229,00050Warner Bros. / IMAX
5Undefeated$23,41771%218$1,115$315,1895Weinstein Company
6The Devil Inside$15,38837%7767$200$53,233,13111Paramount
7Coriolanus$13,48734%212$642$521,0049Weinstein Company
8Joyful Noise$13,348-85%65-38$205$30,912,70610Warner Bros.
9Albert Nobbs$13,08349%483$273$2,836,2258Roadside Attractions
10W.E.$10,93953%20-4$547$420,3487Weinstein Company
11My Week with Marilyn$10,90932%50-70$218$14,547,58417Weinstein Company
12Haywire$5,74432%69-13$83$18,930,6869Relativity Media
13Paan Singh Tomar$2,056137%50$411$38,3593UTV Communications
14Tere Naal Love Ho Gaya$48089%3-7$160$176,9024UTV Communications