'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 Mon, Sep. 17 2012

Wide (1000+)

#TitleMon, Sep. 17 2012LocationsAvg.TotalWks.Dist.
1Resident Evil: Retribution$1,682,409-67%3,012--$559$22,734,6361Sony / Screen Gems
2Finding Nemo 3D$1,217,646-74%2,904--$419$17,905,4191Disney
3Lawless$442,012-61%3,063-75$144$30,712,1433Weinstein Company
4The Possession$430,346-67%2,86026$150$41,563,8363Lionsgate
5The Expendables 2$279,004-66%2,896-364$96$80,684,9845Lionsgate
7The Bourne Legacy$249,550-63%2,170-596$115$108,043,6856Universal
8The Words$249,345-62%2,8010$89$9,390,5032CBS Films
9The Campaign$221,115-60%2,002-540$110$83,091,4346Warner Bros.
10The Odd Life of Timothy Green$212,187-70%2,415-302$88$46,584,4715Disney
11The Dark Knight Rises$206,366-62%1,581-406$131$441,259,4449Warner Bros.
12Hope Springs (2012)$176,285-59%1,946-491$91$60,651,5666Sony / Columbia
13Premium Rush$113,815-64%1,339-843$85$18,948,5974Sony / Columbia
14The Cold Light of Day$83,339-60%1,5110$55$3,362,8892Lionsgate / Summit

Limited (100 — 999)

#TitleMon, Sep. 17 2012LocationsAvg.TotalWks.Dist.
1Arbitrage$173,999-65%197--$883$2,176,1641Roadside Attractions
2Barfi!$66,959-80%132--$507$1,128,6721UTV Communications
3Diary of a Wimpy Kid: Dog Days$40,809-74%591-340$69$47,382,9397Fox
4Indiana Jones and The Raiders of the Lost Ark: The IMAX Experience$39,684-64%32255$123$2,865,1462Paramount
5Ice Age: Continental Drift$38,147-78%541-222$71$157,931,81010Fox
6Ted (2012)$36,990-57%411-104$90$217,468,87012Universal
7Hit and Run$35,322-58%651-1159$54$13,357,1384Open Road
8For A Good Time, Call...$30,384-58%10751$284$845,8573Focus
9Moonrise Kingdom$28,091-40%157-43$179$44,959,66017Focus
10Beasts of the Southern Wild$27,555-56%212-57$130$10,688,53912Fox Searchlight
11The Intouchables$27,395-54%180-14$152$11,968,31717Weinstein Company
12Madagascar 3: Europe's Most Wanted$18,519-78%306-39$61$215,622,76215Paramount / DreamWorks
13Step Up Revolution$15,825-75%26870$59$34,769,4138Lionsgate / Summit
14The Watch$9,713-62%1383$70$34,149,8288Fox
15Tyler Perry's Madea's Witness Protection$7,223-73%160-7$45$65,630,35112Lionsgate
16Magic Mike$5,227-51%115-87$45$113,670,25812Warner Bros.

Platform (1 — 99)

#TitleMon, Sep. 17 2012LocationsAvg.TotalWks.Dist.
1The Master$103,650-55%5--$20,730$839,9611Weinstein Company
2To the Arctic 3D$12,337-51%520$237$8,538,96522Warner Bros. / IMAX
3The Best Exotic Marigold Hotel$7,990-52%80-34$100$46,193,48820Fox Searchlight
4Ruby Sparks$5,257-45%70-6$75$2,441,0228Fox Searchlight
5Safety Not Guaranteed$3,973-53%46-8$86$3,925,36115FilmDistrict
6Cosmopolis$3,006-42%31-14$97$746,6425Entertainment One Films
7The Apparition$2,975-71%68-208$44$4,839,3894Warner Bros.
8Branded$2,798-48%80-227$35$345,8672Roadside Attractions
910 Years$2,438-61%3--$813$25,1451Anchor Bay Films
10Born to Be Wild 3D$2,419-66%330$73$20,855,61976Warner Bros. / IMAX
11The Oogieloves in The BIG Balloon Adventure$471-47%8-273$59$1,064,7483Kenn Viselman Presents
12Nitro Circus The Movie 3D$427-6%7-15$61$3,368,3156ARC Entertainment
13Mugamoodi$146-84%3-14$49$98,2563UTV Communications
14Joker$34-44%3-40$11$169,1713UTV Communications