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, Sep. 8 2012

Wide (1000+)

#TitleSat, Sep. 8 2012LocationsAvg.TotalWks.Dist.
1The Possession$4,423,64153%2,83418$1,561$31,158,3962Lionsgate
2Lawless$2,669,93449%3,138250$851$21,985,7972Weinstein Company
3The Expendables 2$2,309,36273%3,260-74$708$74,314,8974Lionsgate
4ParaNorman$2,095,764147%2,856-229$734$44,201,7424Focus
5The Words$2,090,36032%2,801--$746$3,673,2031CBS Films
6The Bourne Legacy$1,937,05571%2,766-365$700$102,729,3205Universal
7The Odd Life of Timothy Green$1,827,370109%2,71782$673$42,058,7314Disney
8The Campaign$1,623,28262%2,542-399$639$78,569,7995Warner Bros.
9The Dark Knight Rises$1,571,14982%1,987-200$791$436,998,7618Warner Bros.
102016: Obama's America$1,345,17227%2,017--$667$25,213,2959Rocky Mountain Pictures
11Hope Springs (2012)$1,317,33658%2,437-4$541$56,873,0045Sony / Columbia
12Premium Rush$1,084,57368%2,182-73$497$16,161,9163Sony / Columbia
13The Cold Light of Day$768,22021%1,511--$508$1,402,3401Lionsgate / Summit
14Hit and Run$495,00157%1,810-1060$273$12,236,6273Open Road
15Marvel's The Avengers$405,84387%1,209-496$336$621,251,52019Disney

Limited (100 — 999)

#TitleSat, Sep. 8 2012LocationsAvg.TotalWks.Dist.
1Indiana Jones and The Raiders of the Lost Ark: The IMAX Experience$740,32468%267--$2,773$1,180,4601Paramount
2Ice Age: Continental Drift$445,601219%763-273$584$156,924,6709Fox
3Diary of a Wimpy Kid: Dog Days$434,514200%931-273$467$46,503,7356Fox
4Sparkle (2012)$383,60584%873-384$439$23,185,9084Sony / TriStar
5Brave$365,111163%959-749$381$233,181,58812Disney
6The Amazing Spider-Man$267,93685%416-85$644$260,418,50510Sony / Columbia
7Ted (2012)$265,22563%515-46$515$216,737,03511Universal
8Total Recall (2012)$221,26970%502-254$441$57,511,7446Sony / Columbia
9Madagascar 3: Europe's Most Wanted$191,179142%345-160$554$215,129,46714Paramount / DreamWorks
10Beasts of the Southern Wild$169,71179%2692$631$10,177,70311Fox Searchlight
11The Intouchables$152,873108%19419$788$11,479,22616Weinstein Company
12Moonrise Kingdom$110,11074%2003$551$44,583,43616Focus
13Step Up Revolution$94,941105%198-38$480$34,434,8027Lionsgate / Summit
14Branded$88,610-5%307--$289$181,6101Roadside Attractions
15The Apparition$83,59267%276-534$303$4,699,1173Warner Bros.
16Tyler Perry's Madea's Witness Protection$70,22990%167-12$421$65,446,74311Lionsgate
17The Watch$67,24456%135-60$498$33,960,0247Fox
18Men in Black 3$61,57596%173-13$356$178,985,07816Sony / Columbia
19Magic Mike$41,12732%202-66$204$113,558,04811Warner Bros.
20The Best Exotic Marigold Hotel$39,01768%1149$342$46,062,90119Fox Searchlight
21The Oogieloves in The BIG Balloon Adventure$17,90262%281-1879$64$1,014,1302Kenn Viselman Presents

Platform (1 — 99)

#TitleSat, Sep. 8 2012LocationsAvg.TotalWks.Dist.
1For A Good Time, Call...$88,91628%5633$1,588$392,4712Focus
2To the Arctic 3D$39,548174%520$761$8,370,32121Warner Bros. / IMAX
3Ruby Sparks$25,93570%76-2$341$2,359,4107Fox Searchlight
4Cosmopolis$17,74623%45-20$394$691,5344Entertainment One Films
5Safety Not Guaranteed$14,86244%546$275$3,866,66914FilmDistrict
6Prometheus$13,13767%48-7$274$126,421,69614Fox
7Born to Be Wild 3D$9,61833%330$291$20,808,73375Warner Bros. / IMAX
8Abraham Lincoln: Vampire Hunter$8,38675%39-10$215$37,493,45612Fox
9Joker$7,88153%43-31$183$158,3772UTV Communications
10Mugamoodi$6,63359%17-4$390$87,7792UTV Communications
11Nitro Circus The Movie 3D$4,60154%22-9$209$3,358,5915ARC Entertainment
12A Cat In Paris$2,143266%52$429$317,72915GKIDS
13Easy Money (2012)$320156%20$160$188,7129Weinstein Company