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 Sat, Sep. 21 2013

Wide (1000+)

#TitleSat, Sep. 21 2013LocationsAvg.TotalWks.Dist.
1Prisoners$8,995,48929%3,260--$2,759$15,969,8371Warner Bros.
2Insidious: Chapter 2$6,454,56938%3,155106$2,046$57,488,0642FilmDistrict
3The Family (2013)$3,212,81652%3,0910$1,039$23,966,3002Relativity Media
4We're the Millers$2,204,07763%3,003-235$734$137,058,6177Warner Bros. / New Line
5Battle of the Year$2,085,36447%2,008--$1,039$3,508,5091Sony / Screen Gems
6Lee Daniels' The Butler$2,026,02874%2,931-308$691$105,339,0966Weinstein Company
7Riddick$1,646,99063%3,022-95$545$36,167,6503Universal
8Planes$1,375,993152%2,446-293$563$85,604,1687Disney
9Percy Jackson: Sea of Monsters$896,851123%1,473-165$609$63,771,4677Fox
10Elysium$689,23570%1,392-328$495$90,418,9607Sony / TriStar
11Despicable Me 2$682,720139%1,004-2$680$360,339,26012Universal
12One Direction: This Is Us$533,07374%1,706-594$312$28,159,1834Sony / TriStar
13The Mortal Instruments: City of Bones$307,39672%1,047-529$294$30,490,6685Sony / Screen Gems

Limited (100 — 999)

#TitleSat, Sep. 21 2013LocationsAvg.TotalWks.Dist.
1Instructions Not Included$2,106,54953%97845$2,154$32,041,2344Lionsgate / Pantelion
2The Wizard of Oz 3D$1,279,50070%318--$4,024$2,034,2611Warner Bros.
3The World's End$337,39860%833-410$405$25,055,5635Focus
42 Guns$304,56059%752-156$405$74,313,9858Universal
5The Smurfs 2$275,589215%596-97$462$69,413,6238Sony / Columbia
6Thanks for Sharing$238,34941%269--$886$407,3481Roadside Attractions
7The Wolverine$215,03469%462-78$465$130,769,3609Fox
8Turbo$206,036129%333-20$619$81,525,52010Fox / DreamWorks Animation
9The Conjuring$195,62251%561-115$349$136,532,76310Warner Bros. / New Line
10The Spectacular Now$179,69461%571-199$315$6,310,0628A24
11This Is The End$144,23446%527-806$274$101,018,71715Sony / Columbia
12The Heat$133,90063%310-26$432$158,616,02813Fox
13Grown Ups 2$127,20382%258-36$493$131,278,28411Sony / Columbia
14In a World...$119,53683%1440$830$2,354,9277Roadside Attractions
15The Way, Way Back$108,01573%324-97$333$21,123,07912Fox Searchlight
16The Grandmaster$106,24562%473-232$225$6,228,1215Weinstein Company
17You're Next$97,28668%532-578$183$18,274,2655Lionsgate
18Getaway$91,69853%515-863$178$10,358,5684Warner Bros.
19World War Z$86,10367%203-77$424$202,086,64414Paramount
20Pacific Rim$81,56375%202-52$404$101,405,48511Warner Bros.
21Salinger$80,15050%138134$581$309,4953Weinstein Company
22R.I.P.D.$47,56580%151-13$315$33,565,99010Universal
23Kick-Ass 2$45,22561%201-142$225$28,724,5806Universal
24Red 2$44,64741%178-31$251$52,749,35810Lionsgate / Summit
25The Ultimate Life$43,82638%184-228$238$1,240,4313High Top Releasing
26Jobs$38,62354%152-87$254$16,025,9786Open Road
27Now You See Me$37,43556%133-38$281$117,679,13917Lionsgate / Summit
28Fruitvale Station$20,12167%103-34$195$15,950,88111Weinstein Company
29Closed Circuit$16,74058%105-308$159$5,724,3044Focus

Platform (1 — 99)

#TitleSat, Sep. 21 2013LocationsAvg.TotalWks.Dist.
1Enough Said$109,41874%4--$27,355$225,9041Fox Searchlight
2Rush (2013)$72,08410%5--$14,417$137,6551Universal
3Paranoia$26,64227%8817$303$7,315,9396Relativity Media
4C.O.G.$13,89522%20--$695$25,2591Screen Media / Focus World
5Populaire$12,72563%205$636$98,8813Weinstein Company
6Chennai Express$9,54644%20-10$477$5,289,1727UTV Motion Pictures
7Haute Cuisine$6,60261%3--$2,201$10,6981Weinstein Company
8Unfinished Song$5,79753%236$252$1,678,40814Weinstein Company
9Much Ado About Nothing (2013)$4,00463%184$222$4,301,19416Roadside Attractions
10Satyagraha$2,67396%9-26$297$735,5034UTV Motion Pictures
11Afternoon Delight$2,42953%12-27$202$173,4654The Film Arcade
12Jayne Mansfield's Car$90462%6-5$151$13,8792Anchor Bay Films
13Stories We Tell$711259%51$142$1,596,93520Roadside Attractions
14Passion$704-8%4-8$176$90,7804eOne Films US
15Savannah$42818%4-2$107$36,3425Ketchup Entertainment
16I Spit on Your Grave 2$92-55%1--$92$2961Anchor Bay Films