MCN Columnists
Leonard Klady

By Leonard Klady Klady@moviecitynews.com

The Weekend Report — February 20

I Am Number?

There was little to salute as the weekend portion of the President’s holiday frame saw movie going once again register box office and admission declines. A trio of new films opened to modest response including the action-thriller Unknown, which led the field (though it could slip to second for the four-day period) with an estimated $21.9 million. Also new were the teen-oriented chiller I Am Number 4 , with $19.4 million to slot third, and the comedy sequel Big Mommas: Like Father, Like Son in position five with $16.4 million.

There were also a tsunami of niche and exclusive bows including new Hindi and Telegu movies from India. But neither 7 Khoon Maaf nor Katha Screenplay Darsakakatvam provided more than a ripple of interest. Best of the limited releases was the non-fiction The Last Lions with $49,400 at four venues and Spanish Oscar submission Even the Rain, which grossed $52,600 from eight screens. And the fistful of exclusive bows was largely non-vigorous, though the doc I Am generated an encouraging $10,100 in its solo flight.

The absence of an 11th hour Oscar surge didn’t help the situation, though two contenders — The King’s Speech and Black Swan — managed to pass the $100 million threshold. Still, the failure of most late calendar releases to find Academy favor and the wave of new releases pushing out front-runners trends toward a serious re-thinking in theatrical exploitation for award season movies.

The four-day weekend should generate roughly $175 million and that translates into a 28% drop from President’s weekend 2010. It’s a more modest 4% erosion from the prior weekend. A year ago the trio of freshmen comprised of Valentine’s Day, Percy Jackson and The Wolfman debuted to respective grosses of $63.1 million, $38.7 million and $35.6 million.

Unknown skewed dramatically older with exits indicating 89% of its ticket buyers older than 25-years old. Surprisingly, I Am Number 4 also went slightly older with 53% plus 25s and Big Mommas had a 50/50 split. Also unexpected was Number 4’s 57/43 split that favored men and only 26% of its audience identified as teens.

The past six months has certainly seen a listing toward what the industry views as an older audience. The combination of the majors’ historic slowness at responding to change in the marketplace and decades of reliance on young males to propel special effects movies into the box office stratosphere is about to face a major challenge in May.

If you build it … will they come? Stay tuned.

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Weekend Estimates – February 18-20, 2011

Title Distributor Gross (average) % change * Theaters Cume
Unknown WB 21.9 (7,190) NEW 3043 21.9
Gnomeo and Juliet BV/eOne 19.6 (6,490) -23% 3014 50.6
I Am Number 4 BV 19.4 (6,160) NEW 3154 19.4
Just Go With It Sony 18.3 (5,150) -40% 3548 60.8
Big Mommas: Like Father, Like Son Fox 16.4 (5,810) NEW 2821 16.4
Justin Bieber: Never Say Never Par 13.6 (4,370) -54% 3118 48.5
The King’s Speech Weinstein Co. 6.5 (3,100) -11% 2086 103.2
The Roommate Sony 4.0 (1,870) -50% 2160 32.6
The Eagle Focus 3.4 (1,490) -61% 2296 14.9
No Strings Attached Par 3.1 (1,570) -47% 1966 66
True Grit Par 2.4 (1,660) -36% 1465 164.2
Sanctum Uni 1.5 (1,110) -73% 1377 21.8
The Fighter Par/Alliance 1.5 (1,990) -30% 759 87.9
The Green Hornet Sony 1.5 (1,170) -60% 1265 95.1
Black Swan Fox Searchlight 1.3 (1,970) -39% 656 101.5
The Rite WB 1.1 (1,030) -67% 1048 31.3
The Mechanic CBS 1.0 (1,090) -68% 952 27.9
Cedar Rapids Fox Searchlight .93 (9,120) 207% 102 1.3
Barney’s Version eOne/Sony Classics .80 (2,850) 90% 323 4.3
Tangled BV .55 (1,410) -32% 389 194.1
Biutiful Roadside .52 (3,640) -10% 143 3
Tron: Legacy BV .43 (1,380) -22% 312 170.4
Yogi Bear WB .41 (570) -47% 725 97.2
Weekend Total ($500,000+ Films) $139.30
% Change (Last Year) -28%
% Change (Last Week) -4%
Also debuting/expanding
Blue Valentine Weinstein Co. .32 (1,370) -45% 235 8.8
The Company Men Weinstein Co. .29 (1,210) -44% 242 3.5
Another Year Sony Classics .22 (1,820) -33% 121 2.5
7 Khoon Maaf UTV .19 (2,470) 76 0.19
The Illusionist Sony Classics .19 (1,790) -37% 106 1.5
Even the Rain Vitagraph 52,600 (6,570) 8 0.05
The Last Lions National Geo 49,400 (12,350) 4 0.05
Katha Screenplay Darsakatvam Supreme 36,700 (1,930) 19 0.04
Immigration Tango Roadside 14,400 (380) 30 0.01
En terrains connus eOne 12,600 (1,050) 12 0.01
I Am Paladin 10,100 (10,100) 1 0.01
Brotherhood Phase 4 8,800 (8,800) 1 0.01
The Chaperone IFC 6,900 (690) 10 0.01
Putty Hill Cinema Guild 4,500 (4,500) 1 0.01
Vanishing on 7th Street Magnolia 3,200 (3,200) 1 0.01

Domestic Market Share – 2010

Distributor Gross Market Share
Paramount (8) 236.4 21.60%
Sony (9) 216.8 19.80%
Universal (5) 131.8 12.00%
Buena Vista (4) 114.3 10.40%
Weinstein Co. (3) 90.6 8.30%
Warner Bros. (10) 87.9 8.00%
Fox Searchlight (3) 66.6 6.10%
Fox (4) 47.4 4.30%
CBS (2) 27.4 2.50%
Relativity (2) 24.6 2.20%
Focus (2) 12.9 1.20%
Sony Classics (5) 5.9 0.50%
Other * (49) 33.5 3.10%
1096.1` 100.00%
* none greater than 0.45%

One Response to “The Weekend Report — February 20”

  1. dorismlay says:

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Leonard Klady's Friday Estimates
Friday Screens % Chg Cume
The Hobbit: The Battle of the Five Armies 16.5 3875 NEW 50.9
Night at the Museum: Secret of the Tomb 5.6 3785 NEW 5.6
Annie 5.3 3116 NEW 5.3
Exodus: Gods and Kings 2.3 3503 -75% 33.1
The Hunger Games: Mockingjay - Part 1 2.2 3174 -41% 283.7
Wild 1.2 1061 147% 4.2
Top Five 1 1307 -59% 9.9
P.K. 1 272 NEW 1
Big Hero 6 0.9 2407 -35% 187.8
The Penguins of Madagascar 0.85 2717 -45% 61.5
Also Debuting
Mr. Turner 28,400 5
Les Maîtres du suspense 21,800 54
Song of the Sea 4,600 1
Winter Sleep 2,100 1
3-Day Estimates Weekend % Chg Cume
No Good Dead 24.4 (11,230) NEW 24.4
Dolphin Tale 2 16.6 (4,540) NEW 16.6
Guardians of the Galaxy 7.9 (2,550) -23% 305.8
Teenage Mutant Ninja Turtles 4.8 (1,630) -26% 181.1
The Drop 4.4 (5,480) NEW 4.4
Let's Be Cops 4.3 (1,570) -22% 73
If I Stay 4.0 (1,320) -28% 44.9
The November Man 2.8 (1,030) -36% 22.5
The Giver 2.5 (1,120) -26% 41.2
The Hundred-Foot Journey 2.5 (1,270) -21% 49.4
The Hobbit: Battle of the Five Armies