Grosses

'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 Tue, Jun. 25 2013

Wide (1000+)

#TitleTue, Jun. 25 2013LocationsAvg.TotalWks.Dist.
1Monsters University$11,848,0648%4,004--$2,959$105,296,7351Disney
2World War Z$7,981,1684%3,607--$2,213$82,068,3681Paramount
3Man of Steel$5,197,42915%4,2070$1,235$219,812,7452Warner Bros.
4This Is The End$2,286,88715%3,0550$749$62,356,8062Sony / Columbia
5Now You See Me$1,374,74524%2,823-259$487$96,937,7394Lionsgate / Summit
6Fast & Furious 6$665,22517%2,417-958$275$229,851,3755Universal
7The Purge$572,01513%2,201-390$260$60,682,3203Universal
8The Internship$571,72724%1,916-1483$298$39,374,0053Fox
9Star Trek Into Darkness$479,91722%1,565-766$307$217,649,8686Paramount
10Epic$319,10729%1,994-1157$160$101,614,5605Fox
11After Earth$161,54627%1,166-1266$139$57,670,8984Sony / Columbia

Limited (100 — 999)

#TitleTue, Jun. 25 2013LocationsAvg.TotalWks.Dist.
1The Bling Ring$341,39612%650645$525$2,988,7042A24
2Iron Man 3$236,86214%924-725$256$403,603,0898Disney
3The Croods$115,07142%324-44$355$183,762,49814Fox / DreamWorks Animation
4The Great Gatsby (2013)$106,45119%362-813$294$141,796,2077Warner Bros.
5Much Ado About Nothing (2013)$102,32611%206183$497$1,419,6083Roadside Attractions
6The Hangover Part III$95,21517%530-1371$180$110,190,4405Warner Bros.
7The East$48,08913%19580$247$1,298,7174Fox Searchlight
842 (2013)$46,35518%325-119$143$94,290,98311Warner Bros.
9Mud$43,32413%213-192$203$20,288,1029Roadside Attractions
10Oblivion (2013)$23,11516%201-57$115$89,064,85510Universal
11Olympus Has Fallen$19,93413%177-24$113$98,630,17614FilmDistrict
12G.I. Joe: Retaliation$16,35929%139-31$118$122,292,14213Paramount
13The Big Wedding$15,18214%141-24$108$21,642,3509Lionsgate
14Scary Movie 5$13,6145%134-7$102$31,700,25311Weinstein / Dimension
15Escape From Planet Earth$11,40936%138-13$83$56,804,02219Weinstein Company

Platform (1 — 99)

#TitleTue, Jun. 25 2013LocationsAvg.TotalWks.Dist.
1The Kings of Summer$21,48924%652$331$800,0014CBS Films
2To the Arctic 3D$9,17167%520$176$12,873,09762Warner Bros. / IMAX
3Kon-Tiki$8,35214%53-17$158$1,317,8949Weinstein Company
4Born to Be Wild 3D$8,24120%300$275$22,863,407116Warner Bros. / IMAX
5The Place Beyond the Pines$6,01846%53-23$114$21,393,44713Focus
6Stories We Tell$5,8828%33-30$178$1,342,7587Roadside Attractions
7The Sapphires$5,18331%29-10$179$2,369,37814Weinstein Company
8Girl Rising$4,87046%16--$304$1,429,12716Gathr Films
9Pain and Gain$4,40436%50-20$88$49,341,3969Paramount
10Unfinished Song$3,4339%2--$1,717$32,3171Weinstein Company
11Lost and Found in Armenia$1,9661%1-1$1,966$106,8463High Top Releasing
12Quartet$1,896-40%294$65$18,386,86124Weinstein Company
13Scatter My Ashes at Bergdorf's$772-11%8-6$97$491,9498eOne Films US
14Made in Cleveland$402-44%5--$80$8,1331Striped Entertainment
15Wish You Were Here (2013)$203-1%3-3$68$45,6653eOne Films US
16Tiger Eyes$182-62%2-4$91$25,8293Freestyle Releasing
17Not Today$137-23%3-4$46$297,21411Freestyle Releasing
18Assaulted: Civil Rights Under Fire$88-34%17--$5$6,4151High Top Releasing