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 Sun, Jun. 17 2012

Wide (1000+)

#TitleSun, Jun. 17 2012LocationsAvg.TotalWks.Dist.
1Madagascar 3: Europe's Most Wanted$10,675,972-20%4,2635$2,504$119,006,0062Paramount / DreamWorks
2Prometheus$7,163,388-8%3,44246$2,081$89,370,3012Fox
3That's My Boy$4,200,939-11%3,030--$1,386$13,453,7141Sony / Columbia
4Snow White and the Huntsman$3,904,555-26%3,701-76$1,055$122,062,6703Universal
5Rock of Ages$3,674,410-33%3,470--$1,059$14,437,2691Warner Bros. / New Line
6Men in Black 3$3,503,220-8%3,135-657$1,117$152,726,5584Sony / Columbia
7Marvel's The Avengers$3,406,3273%2,582-547$1,319$586,794,3717Disney
8The Best Exotic Marigold Hotel$693,212-28%1,184-114$585$35,216,7137Fox Searchlight
9The Dictator$309,244-32%1,119-532$276$57,677,7175Paramount
10What to Expect When You're Expecting$271,529-47%1,216-871$223$38,639,3825Lionsgate

Limited (100 — 999)

#TitleSun, Jun. 17 2012LocationsAvg.TotalWks.Dist.
1Moonrise Kingdom$704,374-24%17882$3,957$6,839,4624Focus
2Battleship$433,320-10%942-1012$460$62,151,8205Universal
3The Hunger Games$266,935-21%593-158$450$401,766,45213Lionsgate
4For Greater Glory$232,06624%380-262$611$4,542,5583ARC Entertainment
5Dark Shadows$179,751-29%680-870$264$75,156,0166Warner Bros.
6Dr. Seuss' The Lorax$69,250-33%277-13$250$212,490,25016Universal
7The Three Stooges$61,980-22%201-44$308$43,442,67710Fox
8Mirror Mirror$61,526-35%278-25$221$63,915,26412Relativity Media
921 Jump Street$54,249-30%220-38$247$137,982,55014Sony / Columbia
10The Cabin in the Woods$53,075-21%224111$237$41,507,32710Lionsgate
11The Lucky One (2012)$52,571-36%350-52$150$59,890,5749Warner Bros.
12Think Like a Man$50,687-41%208-79$244$90,677,9649Sony / Screen Gems
13Chernobyl Diaries$46,100-38%255-925$181$17,637,7064Warner Bros.
14Something From Nothing: The Art of Rap$41,696-25%157--$266$150,3371Indomina Media
15The Pirates! Band of Misfits$30,896-11%149-168$207$29,140,9538Sony / Columbia
16Journey 2: The Mysterious Island$26,320-2%108-18$244$103,692,73519Warner Bros. / New Line
17Wrath of the Titans$26,169-11%105-45$249$83,550,28412Warner Bros.
18The Five-Year Engagement$21,050-49%168-7$125$28,644,7708Universal

Platform (1 — 99)

#TitleSun, Jun. 17 2012LocationsAvg.TotalWks.Dist.
1The Intouchables$110,446-29%770$1,434$1,552,6454Weinstein Company
2Safety Not Guaranteed$92,516-25%4738$1,968$439,9992FilmDistrict
3To the Arctic 3D$56,543-13%510$1,109$3,611,2779Warner Bros. / IMAX
4Crooked Arrows$19,813-1%97-181$204$1,731,0145Branded/Peck Films
5Lola Versus$18,726-25%5248$360$107,9912Fox Searchlight
6Born to Be Wild 3D$16,698-12%330$506$19,480,18363Warner Bros. / IMAX
7Safe (2012)$11,535-21%76-35$152$17,120,0198Lionsgate
8Rowdy Rathore$11,533-30%32-68$360$744,1643UTV Communications
9Girl in Progress$5,594-28%41-16$136$2,594,8786Lionsgate / Pantelion
10The Raven$3,299-30%29-5$114$15,839,9928Relativity Media
11The Artist$2,286-19%21-15$109$44,667,09530Weinstein Company
12Sound of My Voice$1,442-51%13-11$111$398,7298Fox Searchlight
13Piranha 3DD$1,210-93%11-67$110$370,9043Weinstein Company
14Bully (2012)$853-19%14-17$61$3,483,79512Weinstein Company