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 $86.39 million, the film is running 8.5 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 Tue, Sep. 24 2013

Wide (1000+)

#TitleTue, Sep. 24 2013LocationsAvg.TotalWks.Dist.
1Prisoners$2,177,31131%3,260--$668$24,652,7231Warner Bros.
2Insidious: Chapter 2$782,21417%3,155106$248$61,608,6322FilmDistrict
3The Family (2013)$741,00335%3,0910$240$26,930,8242Relativity Media
4Lee Daniels' The Butler$451,97731%2,931-308$154$107,137,1856Weinstein Company
5We're the Millers$438,42030%3,003-235$146$138,839,1287Warner Bros. / New Line
6Riddick$377,75019%3,022-95$125$37,859,9703Universal
7Battle of the Year$286,06430%2,008--$142$5,109,9871Sony / Screen Gems
8Elysium$165,46024%1,392-328$119$91,089,2017Sony / TriStar
9Planes$140,3856%2,446-293$57$86,665,3997Disney
10Percy Jackson: Sea of Monsters$93,3696%1,473-165$63$64,429,8827Fox
11Despicable Me 2$70,2808%1,004-2$70$360,866,36012Universal
12One Direction: This Is Us$63,88915%1,706-594$37$28,570,1874Sony / TriStar
13The Mortal Instruments: City of Bones$57,06719%1,047-529$55$30,759,7735Sony / Screen Gems

Limited (100 — 999)

#TitleTue, Sep. 24 2013LocationsAvg.TotalWks.Dist.
1Unstoppable: A Live Event with Kirk Cameron$2,000,000--700--$2,857$2,000,0000NCM Fathom Events
2Instructions Not Included$354,7268%97845$363$34,641,1454Lionsgate / Pantelion
3The Wizard of Oz 3D$350,83213%318--$1,103$3,756,1771Warner Bros.
4The World's End$77,56516%833-410$93$25,368,1235Focus
52 Guns$71,44027%752-156$95$74,595,9858Universal
6Thanks for Sharing$55,26212%269--$205$641,0431Roadside Attractions
7The Wolverine$44,27226%462-78$96$130,964,3679Fox
8The Conjuring$39,98814%561-115$71$136,700,14110Warner Bros. / New Line
9The Spectacular Now$37,80621%571-199$66$6,471,2218A24
10The Grandmaster$27,70213%473-232$59$6,348,7885Weinstein Company
11The Heat$26,14734%310-26$84$158,719,78713Fox
12Salinger$21,3536%138134$155$399,6963Weinstein Company
13In a World...$20,49615%1440$142$2,444,5127Roadside Attractions
14The Way, Way Back$19,92540%324-97$61$21,202,68312Fox Searchlight
15Turbo$19,558-1%333-20$59$81,677,32310Fox / DreamWorks Animation
16You're Next$17,98814%532-578$34$18,350,8445Lionsgate
17Getaway$17,44415%515-863$34$10,438,5864Warner Bros.
18Pacific Rim$16,00819%202-52$79$101,482,84211Warner Bros.
19World War Z$15,49123%203-77$76$202,164,27814Paramount
20Kick-Ass 2$13,06530%201-142$65$28,774,8306Universal
21Jobs$10,78225%152-87$71$16,072,0366Open Road
22The Ultimate Life$8,79811%184-228$48$1,278,0913High Top Releasing
23Red 2$8,77510%178-31$49$52,787,65510Lionsgate / Summit
24R.I.P.D.$7,55025%151-13$50$33,606,00510Universal
25Fruitvale Station$6,86741%103-34$67$15,973,96011Weinstein Company
26Now You See Me$6,74718%133-38$51$117,711,34917Lionsgate / Summit
27Closed Circuit$5,45851%105-308$52$5,742,3904Focus

Platform (1 — 99)

#TitleTue, Sep. 24 2013LocationsAvg.TotalWks.Dist.
1Enough Said$21,15210%4--$5,288$326,9371Fox Searchlight
2Rush (2013)$19,7429%5--$3,948$225,1801Universal
3Paranoia$7,99729%8817$91$7,343,6206Relativity Media
4C.O.G.$3,14922%20--$157$38,3991Screen Media / Focus World
5Populaire$2,75528%205$138$111,1603Weinstein Company
6Much Ado About Nothing (2013)$1,84510%184$103$4,309,11516Roadside Attractions
7Haute Cuisine$1,690-13%3--$563$19,0291Weinstein Company
8Unfinished Song$969-29%236$42$1,683,66314Weinstein Company
9Chennai Express$689-16%20-10$34$5,296,3647UTV Motion Pictures
10Passion$54793%4-8$137$92,0164eOne Films US
11Satyagraha$34028%9-26$38$737,4324UTV Motion Pictures
12Stories We Tell$270382%51$54$1,597,33620Roadside Attractions
13Jayne Mansfield's Car$15934%6-5$27$14,5542Anchor Bay Films
14Savannah$13839%4-2$35$36,9835Ketchup Entertainment
15I Spit on Your Grave 2$73-43%1--$73$6431Anchor Bay Films