Grosses

'Avengers: Age of Ultron' Registers the Second Largest Debut of All-Time with $187.7M; Fails to Match Its Predecessor After Sharp Saturday DeclineMay 03, 2015 08:53 AM

by Daniel Garris

Disney's Avengers: Age of Ultron debuted with an estimated $187.66 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 9.5 percent below The Avengers and 8 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 it's 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 $84.46 million on Friday (which included an estimated $27.6 million from Thursday evening shows), declined a very sharp 32 percent on Saturday to gross $57.22 million and is estimated to fall 20 percent on Sunday to gross $45.98 million. That places the film's estimated opening weekend to Friday ratio at 2.22 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. Avengers: Age of Ultron grossed an estimated $18.0 million from IMAX locations, which represented 9.6 percent of the film's overall gross.

Moving past the absolute market dominance of Avengers: Age of Ultron this weekend, it was a close three-way race for second place between Lionsgate's The Age of Adaline, Universal's Furious 7 and Sony's Paul Blart: Mall Cop 2. Estimates are close enough that the three films could still change positions when actuals are released on Monday.

The Age of Adaline placed in second with an estimated $6.25 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. The Age of Adaline has grossed $23.42 million in ten days. That is on the high end of pre-release expectations and places the film just below the recent $23.68 million ten-day start of The Longest Ride (which fell 46 percent in its second weekend to gross $7.02 million). With aid from Mother's Day next weekend, The Age of Adaline should experience a stronger third weekend hold than The Longest Ride did.

After leading the box office for each of the past four weekends, Furious 7 fell to third place this weekend with an estimated $6.1 million. The seventh installment of Universal's blockbuster action franchise was down a very sharp 66 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 a massive $330.52 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.

Paul Blart: Mall Cop 2 claimed fourth place with an estimated $5.55 million. The modestly budgeted Kevin James led comedy sequel fell a sharp 62 percent from last weekend. Paul Blart: Mall Cop 2 has grossed $51.19 million in 17 days. The film continues to run in line with expectations and is running 13.5 percent behind the $59.21 million 17-day take of 2011's Zookeeper.

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