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.

Studio Weekend Estimates (Domestic) Fri, Nov. 11 - Sun, Nov. 13

Wide (1000+)

#TitleweekendLocationsAvg.TotalWks.Dist.
1Immortals$32,000,000--3,112--$10,283$32,000,0001Relativity Media
2Jack and Jill$26,000,000--3,438--$7,563$26,000,0001Sony / Columbia
3Puss in Boots (2011)$25,500,000-23%3,903-60$6,533$108,809,1663Paramount / DreamWorks
4Tower Heist$13,176,700-45%3,3703$3,910$43,868,5502Universal
5J. Edgar$11,470,000--1,910--$6,005$11,568,5341Warner Bros.
6A Very Harold & Kumar Christmas$5,900,000-54%2,8750$2,052$23,222,3822Warner Bros. / New Line
7In Time$4,150,000-45%2,591-536$1,602$30,666,7373Fox
8Paranormal Activity 3$3,625,000-57%2,776-510$1,306$100,822,5524Paramount
9Footloose (2011)$2,735,000-39%2,215-596$1,235$48,775,7785Paramount
10Real Steel$2,000,000-42%1,758-680$1,138$81,748,1166Disney / DreamWorks

Limited (100 — 999)

#TitleweekendLocationsAvg.TotalWks.Dist.
1Moneyball$1,100,000-38%813-465$1,353$71,891,5698Sony / Columbia
2Courageous$1,000,000-35%905-233$1,105$31,553,5887Sony / TriStar
3The Ides of March$975,000-50%696-695$1,401$38,389,0266Sony / Columbia
4The Rum Diary$789,951-73%947-1345$834$12,357,9353FilmDistrict
5Anonymous$600,000-51%482-32$1,245$3,771,3913Sony / Columbia
6Margin Call$595,000-17%19820$3,005$3,361,6834Roadside Attractions
750/50$525,000-45%424-323$1,238$33,859,1157Summit
8The Three Musketeers (2011)$495,000-71%669-1194$740$19,165,3044Summit
9Martha Marcy May Marlene$490,0008%18385$2,678$1,690,0464Fox Searchlight
10The Way$334,379-7%171-53$1,955$2,633,3346Producers Distribution Agency
11Johnny English Reborn$210,000-69%210-434$1,000$8,134,7904Universal
12Sarah's Key$95,000-65%162-156$586$7,572,40317Weinstein Company
13Dream House$75,540-62%172-158$439$21,280,0657Universal
14Abduction$75,000-43%127-80$591$27,486,7908Lionsgate
15Killer Elite$61,66245%16041$385$25,089,5408Open Road
16The Thing (2011)$61,335-77%141-243$435$16,903,8605Universal

Platform (1 — 99)

#TitleweekendLocationsAvg.TotalWks.Dist.
1Like Crazy$525,00097%7054$7,500$1,076,2663Paramount Vantage
2The Skin I Live In$312,289-5%9113$3,432$1,711,7155Sony Pictures Classics
3Melancholia$265,000--19--$13,947$265,0001Magnolia Pictures
4Take Shelter$134,383-24%82-8$1,639$1,234,8657Sony Pictures Classics
5Midnight in Paris$51,722-25%38-16$1,361$55,556,19126Sony Pictures Classics
6Spy Kids: All The Time in the World$51,000-12%72-26$708$38,420,78413Weinstein Company
7Into the Abyss$50,784--12--$4,232$50,7841IFC Films
8I Don't Know How She Does It$30,000949%8375$361$9,640,5019Weinstein Company
9Inni$18,000114%83$2,250$75,1543Cinema Purgatorio
10Elite Squad: The Enemy Within$9,500--1--$9,500$9,5001Variance Films
11Laugh at My Pain$6,667-71%13-26$513$7,688,85010CodeBlack Entertainment
12The Son of No One$2,800-84%4-6$700$28,9872Anchor Bay Films
13Texas Killing Fields$700-85%3-7$233$45,2635Anchor Bay Films