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 Wed, Apr. 3 2013

Wide (1000+)

#TitleWed, Apr. 3 2013LocationsAvg.TotalWks.Dist.
1The Croods$3,277,554-15%4,06519$806$101,037,5482Fox / DreamWorks Animation
2G.I. Joe: Retaliation$2,988,366-26%3,719--$804$62,557,0151Paramount
3Tyler Perry's Temptation$1,370,554-25%2,047--$670$27,057,1161Lionsgate
4Olympus Has Fallen$1,369,079-17%3,1068$441$59,593,2762FilmDistrict
5Oz: The Great and Powerful$1,326,831-15%3,324-481$399$203,119,4024Disney
6The Host (2013)$795,309-23%3,202--$248$13,629,3011Open Road
7The Call$528,613-19%2,439-68$217$41,442,4023Sony / TriStar
8Admission$363,163-17%2,1611$168$12,929,1532Focus
9Spring Breakers$291,740-28%1,379275$212$11,163,9973A24
10The Incredible Burt Wonderstone$156,167-12%1,575-1585$99$21,167,2823Warner Bros. / New Line
11Identity Thief$119,020-8%1,082-1084$110$130,305,6258Universal
12Jack the Giant Slayer$112,388-17%1,080-1480$104$61,821,4835Warner Bros. / New Line

Limited (100 — 999)

#TitleWed, Apr. 3 2013LocationsAvg.TotalWks.Dist.
1Silver Linings Playbook$96,120-4%752-292$128$129,013,22020Weinstein Company
2Quartet$57,949-8%302-123$192$16,771,12612Weinstein Company
3Safe Haven$55,521-6%550-729$101$69,991,1077Relativity Media
4Escape From Planet Earth$54,540-11%977-517$56$54,119,6827Weinstein Company
5Life of Pi$52,582-14%340-149$155$123,503,10019Fox
6Snitch (2013)$47,525-9%746-1061$64$41,507,5276Lionsgate / Summit
721 And Over$33,192-25%344-790$96$25,078,6295Relativity Media
8Django Unchained$22,362-4%233-63$96$162,386,89814Weinstein Company
9Stoker$21,862-12%194-81$113$1,541,9285Fox Searchlight
10Emperor$20,4724%138-99$148$2,949,9184Roadside Attractions
11Argo$18,851-19%26075$73$135,791,81525Warner Bros.
12Hansel and Gretel: Witch Hunters$18,068-17%202-7$89$55,281,19310Paramount
13A Good Day to Die Hard$17,051-22%209-239$82$66,611,5427Fox
14Warm Bodies$15,287-6%162-137$94$65,297,0789Lionsgate / Summit
15Rise of The Guardians$15,035-7%134-28$112$103,343,06919Paramount / DreamWorks
16Parental Guidance$14,876-9%140-45$106$76,945,68414Fox
17Side Effects (2013)$12,778-7%102-123$125$31,274,1798Open Road
18The Hobbit: An Unexpected Journey$9,637-6%145-90$66$302,880,83516Warner Bros. / New Line
19Mama$9,225-6%123-7$75$71,618,35511Universal
20Les Miserables (2012)$7,630-13%109-20$70$148,801,07514Universal
21Dark Skies$6,565-9%101-104$65$17,151,8556Weinstein / Dimension
22Beautiful Creatures (2013)$5,897-10%115-73$51$19,417,4547Warner Bros.
23The Last Exorcism Part II$5,135-6%102-353$50$15,171,4085CBS Films

Platform (1 — 99)

#TitleWed, Apr. 3 2013LocationsAvg.TotalWks.Dist.
1The Place Beyond the Pines$26,4431%4--$6,611$363,0311Focus
2From Up on Poppy Hill$13,7000%2519$548$326,9073GKIDS
3To the Arctic 3D$11,947-21%520$230$11,961,75850Warner Bros. / IMAX
4Born to Be Wild 3D$9,29711%300$310$22,386,776104Warner Bros. / IMAX
5Girl Rising$8,98041%3932$230$544,0594Gathr Films
6Himmatwala$8,929-36%99--$90$233,9931UTV Motion Pictures
7The Impossible$6,699-6%86-37$78$18,840,15115Lionsgate / Summit
8The Sapphires$5,680-21%128$473$145,7962Weinstein Company
9Starbuck$4,848-32%1714$285$3,543,2522eOne Films US
10Dead Man Down$2,679-33%75-537$36$10,774,8704FilmDistrict
11Parker$1,7325%36-19$48$17,614,82410FilmDistrict
12Bless Me, Ultima$1,60017%11-10$145$1,550,9526Arenas Entertainment
13The Lost Medallion: The Adventures of Billy Stone$1,0266%7-21$147$366,8315Methinx Entertainment
14Gangster Squad$967-1%500$19$45,999,96512Warner Bros.
15Camp (2013)$73564%6-11$123$105,9096Freestyle Releasing
16Kai Po Che$563-8%5-13$113$1,117,8906UTV Motion Pictures