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 Thu, Jul. 4 2013

Wide (1000+)

#TitleThu, Jul. 4 2013LocationsAvg.TotalWks.Dist.
1Despicable Me 2$24,546,980-30%3,956--$6,205$59,557,6450Universal
2The Lone Ranger$9,853,0432%3,904--$2,524$19,504,1610Disney
3The Heat$6,403,42922%3,181--$2,013$61,495,2881Fox
4Monsters University$5,228,602-3%3,739-265$1,398$196,537,6322Disney
5World War Z$4,355,3588%3,405-202$1,279$140,580,6752Paramount
6White House Down$3,512,10132%3,222--$1,090$37,006,7631Sony / Columbia
7Man of Steel$3,015,17028%2,965-1242$1,017$259,774,1533Warner Bros.
8This Is The End$1,141,090-7%2,104-951$542$79,804,1533Sony / Columbia
9Now You See Me$673,12735%1,606-1217$419$107,645,4125Lionsgate / Summit

Limited (100 — 999)

#TitleThu, Jul. 4 2013LocationsAvg.TotalWks.Dist.
1Kevin Hart: Let Me Explain$2,586,788-46%876--$2,953$7,360,7040Lionsgate / Summit
2Star Trek Into Darkness$323,18745%660-905$490$221,754,5637Paramount
3Fast & Furious 6$212,660-5%686-1731$310$234,415,1106Universal
4Much Ado About Nothing (2013)$153,58449%22216$692$2,607,6594Roadside Attractions
5Iron Man 3$122,7992%294-630$418$405,929,3199Disney
6Epic$100,6111%341-1653$295$103,531,3336Fox
7The Internship$95,10717%367-1549$259$42,302,8034Fox
8The Croods$91,10213%288-36$316$184,782,84615Fox / DreamWorks Animation
9After Earth$86,17628%270-896$319$58,504,7045Sony / Columbia
10The Bling Ring$79,1772%159-491$498$4,797,1173A24
11The Great Gatsby (2013)$66,13828%185-177$358$142,623,6188Warner Bros.
12The Hangover Part III$61,82815%338-192$183$110,903,5456Warner Bros.
13The East$58,93466%122-73$483$1,800,8225Fox Searchlight
14The Purge$55,955-3%361-1840$155$63,230,4104Universal
15Mud$45,81784%168-45$273$20,699,00010Roadside Attractions
1642 (2013)$38,17654%182-143$210$94,691,65912Warner Bros.
17Pain and Gain$21,78027%170120$128$49,402,28910Paramount
18Olympus Has Fallen$19,01146%165-12$115$98,834,31215FilmDistrict
19Scary Movie 5$6,423-9%122-12$53$31,850,58212Weinstein / Dimension
20Escape From Planet Earth$5,53124%101-37$55$56,876,26420Weinstein Company
21The Big Wedding$4,58657%101-40$45$21,819,34810Lionsgate

Platform (1 — 99)

#TitleThu, Jul. 4 2013LocationsAvg.TotalWks.Dist.
1Unfinished Song$26,826113%1917$1,412$195,2202Weinstein Company
2The Kings of Summer$22,39965%48-17$467$987,9365CBS Films
3Copperhead$11,09641%59--$188$94,8341Brainstorm Media
4G.I. Joe: Retaliation$10,15039%85-54$119$122,442,08614Paramount
5Born to Be Wild 3D$8,10455%300$270$22,918,279117Warner Bros. / IMAX
6Ghanchakkar$7,533-7%89--$85$188,4171UTV Motion Pictures
7Stories We Tell$7,51152%23-10$327$1,405,4718Roadside Attractions
8Kon-Tiki$6,46863%34-19$190$1,381,65610Weinstein Company
9The Sapphires$4,36938%18-11$243$2,408,63215Weinstein Company
10To the Arctic 3D$4,325-7%520$83$12,947,89263Warner Bros. / IMAX
11Redemption (2013)$3,551107%19--$187$31,1471Roadside Attractions
12Un Flic (2013 re-issue)$1,75615%1--$1,756$37,13811Rialto Pictures
13Scatter My Ashes at Bergdorf's$408-27%6-2$68$499,5179eOne Films US
14Not Today$228-53%52$46$312,46312Freestyle Releasing
15Detention of the Dead$1729%2--$86$1,7781Anchor Bay Films
16The Stroller Strategy$8857%1--$88$3,4623Rialto Premieres
17Assaulted: Civil Rights Under Fire$44--1-16$44$6,9052High Top Releasing
18Lost and Found in Armenia$34-86%21$17$119,9884High Top Releasing