Grosses

'Home' a Welcome Surprise with $54.0M; 'Get Hard' Off to a Healthy $34.6M StartMarch 29, 2015 08:45 AM

by Daniel Garris

Home surprised in a big way this weekend with a significantly stronger than expected estimated first place start of $54.0 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 performance for DreamWorks Animation since the $60.32 million debut of Madagascar 3 back in June of 2012. Home opened an impressive 68 percent stronger than the $32.21 million start of last year's Mr. Peabody & Sherman and 24 percent stronger than the $43.64 million debut of 2013's The Croods.

Despite 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 $15.70 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 is estimated to decline 25 percent on Sunday to gross $16.43 million. That places the film's estimated opening weekend to Friday ratio at 3.44 to 1. The film 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 an estimated $34.61 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 just below the $35.54 million start of 2010's The Other Guys.

Get Hard started out with $12.94 million on Friday (which included an estimated $1.8 million from Thursday evening shows), increased a slim 1.5 percent on Saturday to take in $13.14 million and is estimated to fall 35 percent on Sunday to gross $8.54 million. That places the film's estimated opening weekend to Friday ratio at 2.67 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 an estimated $22.08 million. The second installment of the young adult series starring Shailene Woodley fell a sharp 58 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 $85.92 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 an estimated $17.52 million. Disney's blockbuster fairy tale adaptation was down a sharp 50 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 $150.02 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 an estimated fifth place take of $4.02 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 $4.76 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 an estimated $242,152 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 $60,538 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 Thu, Feb. 14 2013

Wide (1000+)

#TitleThu, Feb. 14 2013LocationsAvg.TotalWks.Dist.
1Safe Haven$8,828,918--3,223--$2,739$8,828,9180Relativity Media
2A Good Day to Die Hard$8,239,116--3,553--$2,319$8,239,1160Fox
3Identity Thief$5,371,110163%3,141--$1,710$47,287,7851Universal
4Warm Bodies$2,555,511306%3,0090$849$41,220,5312Lionsgate / Summit
5Beautiful Creatures (2013)$2,542,317--2,950--$862$2,542,3170Warner Bros.
6Side Effects (2013)$1,245,39097%2,605--$478$12,820,8361Open Road
7Silver Linings Playbook$1,234,569142%2,532-277$488$92,374,47213Weinstein Company
8Hansel and Gretel: Witch Hunters$895,229112%2,570-805$348$46,228,7953Paramount
9Mama$725,265219%2,043-738$355$65,480,1754Universal
10Zero Dark Thirty$401,77142%1,866-1005$215$84,928,6688Sony / Columbia
11Argo$341,03957%1,405470$243$124,663,05218Warner Bros.
12Django Unchained$327,08871%1,408-369$232$155,492,9837Weinstein Company
13Lincoln$319,19165%1,158-598$276$174,587,92714Disney / DreamWorks
14The Hobbit: An Unexpected Journey$162,21345%1,001-299$162$298,884,3459Warner Bros. / New Line
15Bullet to the Head$91,485-46%2,4040$38$8,993,6792Warner Bros.

Limited (100 — 999)

#TitleThu, Feb. 14 2013LocationsAvg.TotalWks.Dist.
1Life of Pi$268,337101%713-189$376$109,301,90112Fox
2Quartet$222,47486%333131$668$5,576,0175Weinstein Company
3Les Miserables (2012)$212,20547%903-945$235$144,665,9807Universal
4Parker$121,770-25%811-1427$150$16,556,0243FilmDistrict
5Wreck-It Ralph$111,182113%601-59$185$184,733,85915Disney
6The Impossible$87,79313%523-242$168$17,026,6518Lionsgate / Summit
7A Haunted House$86,012102%913-588$94$39,247,7715Open Road
8Parental Guidance$78,55628%642-838$122$74,663,8607Fox
9Gangster Squad$64,122-15%942-683$68$45,144,5515Warner Bros.
10Stand Up Guys$62,014-8%67011$93$3,055,0572Lionsgate / Roadside
11Rise of The Guardians$43,068307%33831$127$100,959,57512Paramount / DreamWorks
12The Twilight Saga: Breaking Dawn - Part 2$40,909472%25465$161$291,493,50613Lionsgate / Summit
13Hyde Park on Hudson$31,63391%130-14$243$5,913,44810Focus
14Jack Reacher$27,00536%223-227$121$79,205,9858Paramount
15This is 40$26,52060%204-169$130$67,333,4408Universal
16Broken City$22,493-49%194-1592$116$19,404,9124Fox
17Texas Chainsaw 3D$16,985131%15635$109$34,229,0356Lionsgate
18The Guilt Trip$16,41172%143-148$115$36,743,0798Paramount
19Flight$7,41354%100-100$74$93,772,37515Paramount
20The Last Stand$5,993-9%137-552$44$11,933,8104Lionsgate
21Red Dawn (2012)$5,54271%105-48$53$44,766,91812FilmDistrict

Platform (1 — 99)

#TitleThu, Feb. 14 2013LocationsAvg.TotalWks.Dist.
1Top Gun 3D$29,008-90%33--$879$2,817,0181Paramount
2Movie 43$14,485-40%35-1988$414$8,760,3143Relativity Media
3Anna Karenina (2012)$14,18525%911$156$12,722,08913Focus
4To the Arctic 3D$10,25580%520$197$11,199,59443Warner Bros. / IMAX
5ABCD - Any Body Can Dance$6,82818%25--$273$126,1541UTV Motion Pictures
6Born to Be Wild 3D$6,654109%300$222$21,939,79697Warner Bros. / IMAX
7Race 2$5,45235%63-76$87$1,549,1843UTV Motion Pictures
8The Master$4,01694%291$138$16,258,72422Weinstein Company
9Lost in Thailand$3,457-4%35--$99$47,2751WAMCR
10Cirque du Soleil: Worlds Away$3,040-37%38-12$80$12,512,8628Paramount
11The Sessions$2,98466%18-11$166$5,942,21317Fox Searchlight
12Playing For Keeps (2012)$2,74529%81-67$34$13,091,77610FilmDistrict
13Taken 2$1,72563%35-48$49$139,846,09719Fox
14A Late Quartet$1,57424%120$131$1,518,53615Entertainment One / RKO
15Hitchcock$1,374-37%36-8$38$5,934,46512Fox Searchlight
16Pitch Perfect$400-62%10-31$40$65,001,09320Universal
17LUV$165-10%3-5$55$156,9964Indomina Media