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, May. 26 2012

Wide (1000+)

#TitleSat, May. 26 2012LocationsAvg.TotalWks.Dist.
1Men in Black 3$19,135,5828%4,248--$4,505$36,799,9911Sony / Columbia
2Marvel's The Avengers$14,066,38446%3,918-331$3,590$500,415,4954Disney
3Battleship$4,127,73035%3,70212$1,115$40,687,2252Universal
4The Dictator$3,318,97319%3,0146$1,101$37,944,6222Paramount
5Dark Shadows$2,832,81436%3,404-351$832$60,391,1363Warner Bros.
6What to Expect When You're Expecting$2,620,28217%3,0210$867$19,882,1072Lionsgate
7The Best Exotic Marigold Hotel$2,457,47847%1,233879$1,993$14,332,7854Fox Searchlight
8Chernobyl Diaries$2,385,146-32%2,433--$980$5,916,0701Warner Bros.
9The Hunger Games$881,69147%1,421-643$620$394,490,71710Lionsgate

Limited (100 — 999)

#TitleSat, May. 26 2012LocationsAvg.TotalWks.Dist.
1Think Like a Man$559,87038%786-936$712$87,837,4676Sony / Screen Gems
2The Pirates! Band of Misfits$423,80658%884-956$479$26,895,9325Sony / Columbia
321 Jump Street$274,69754%364103$755$136,295,89711Sony / Columbia
4The Lucky One (2012)$212,96424%615-1390$346$58,097,4916Warner Bros.
5Dr. Seuss' The Lorax$198,88562%39011$510$210,685,50513Universal
6Mirror Mirror$192,32344%42215$456$62,044,0219Relativity Media
7The Three Stooges$133,08770%325-269$409$42,192,7707Fox
8The Five-Year Engagement$113,71036%274-901$415$27,852,5705Universal
9Wrath of the Titans$89,37845%255-105$351$82,846,5069Warner Bros.
10Journey 2: The Mysterious Island$69,56545%175-70$398$103,051,01016Warner Bros. / New Line
11The Cabin in the Woods$64,29236%203-245$317$40,870,3447Lionsgate
12American Reunion$52,77573%165-125$320$56,675,4058Universal
13Girl in Progress$46,00358%143-179$322$2,353,4373Lionsgate / Pantelion
14Safe (2012)$23,26747%112-391$208$16,776,0265Lionsgate
15The Raven$22,73244%111-321$205$15,714,0095Relativity Media
16Bully (2012)$11,053-44%104-100$106$3,285,1449Weinstein Company

Platform (1 — 99)

#TitleSat, May. 26 2012LocationsAvg.TotalWks.Dist.
1Moonrise Kingdom$178,2243%4--$44,556$350,5531Focus
2To the Arctic 3D$79,33920%501$1,587$2,230,2176Warner Bros. / IMAX
3Crooked Arrows$42,134-11%6712$629$408,7462Branded/Peck Films
4The Intouchables$37,10229%4--$9,276$65,8061Weinstein Company
5Salmon Fishing in the Yemen$33,68257%87-47$387$8,835,95412CBS Films
6Born to Be Wild 3D$21,001-14%340$618$19,049,42860Warner Bros. / IMAX
7Sound of My Voice$15,05862%425$359$297,2755Fox Searchlight
8Titanic 3D$12,60652%42-28$300$57,788,5048Paramount
9A Thousand Words$12,21053%59-51$207$18,418,30512Paramount
10This Means War$11,02525%44-46$251$54,712,58915Fox
11The Artist$4,37856%20-83$219$44,570,94127Weinstein Company
12Act of Valor$2,75534%39-57$71$69,999,09314Relativity Media
13Friends With Kids$2,13834%9-16$238$7,236,48912Roadside Attractions
14Undefeated$1,29722%6-3$216$555,16515Weinstein Company
15Lovely Molly$758137%2-3$379$17,6322Image Entertainment
16Tonight You're Mine$506-32%3--$169$4,4033Roadside Attractions
17Coriolanus$504-7%4-4$126$755,34619Weinstein Company
18Red Tails$48329%74$69$49,870,73819Fox
19Star Wars: Episode I - The Phantom Menace 3D$250--10$250$43,456,38216Fox
20Blue Like Jazz$17463%3-4$58$594,2557Roadside Attractions