MCN Columnists
Leonard Klady

By Leonard Klady Klady@moviecitynews.com

The Weekend Report – February 6

Where Have All the Avids Gone …
Long Time Passing

The debut of The Roommate led an anemic field at the weekend box office with an estimated $15.5 million. Second ranked was another newcomer – the 3D adventure Sanctum - with a disappointing $9.2 million.

Anticipating steep Sunday admission drops from the Super Bowl both national and niche debuts were generally directed to strong single quadrant audiences. Opening day-and-date with Mainland China, the Sino version of What Women Want generated a dull $58,900 at 29 venues; the family oriented The Adventures of Adele Blanc-Sec struggled to $51,300 at 27 screens in Quebec; and the inspirational Midway to Heaven was stuck in the middle with $42,400 at 10 playdates. Best of the new exclusives was American indie Cold Weather with a $14,800 tally on a single screen.

Continuing the first quarter cold spell ticket sales experienced double digit declines that have left both the exhibition and distribution sectors in a very blue funk.

The Roommate, a remake in all but name and credit of Single White Female, bucked recent viewing trend with exit polls showing strong younger appeal. Its 65% female crowd was not unexpected and its 61% under 21 makeup was encouraging … at least for an opening weekend gross that was largely predicted by tracking pundits.

Sanctum wasn’t as lucky with, again, a distaff skewing set of viewers, albeit largely plus 25s. The sizzle was all about its stereoscopic qualities and reviewers skewered its artistic elements. Still tracking indicated a bow of $10 million to $12 million that audiences weren’t willing to make come true.

Overall business fell short of $90 million for a 20% decline from the prior weekend. It was a slightly steeper 22% drop from 2010 when the $30.5 million opening of Dear John toppled Avatar’s reign with that film taking the bridesmaid spot with $22.8 million.

The industry is now inured to Super Bowl’s clobber but the more serious concern is the sudden disappearance of the avid audience that falls between ages 17 and 25. Recent movie releases are largely being blamed with no relief in sight for the first quarter of 2011 and certainly no possibility of Oscar fare bringing up the slack.

The official line is that the avids will return but somewhere in the dark recesses are concerns that a significant portion of that audience has opted out of the theatrical experience in favor of new technologies and platforms. Theater owners are buckling down for additional experimentation in “windows” that will cut into their bottom line.

Historically the majors have been slow to respond to change and if logically an aging population would suggest adopting more mature content, don’t expect that penny to drop for three to five years. Independents could move in to fill the gap though one can be certain their deep pocket brethren will out spend them to ensure market share dominance rather than address real business issues.

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Weekend Estimates – February 4-6, 2011

Title Distributor Gross (average) % change * Theaters Cume
The Roommate Sony 15.5 (6,130) NEW 2534 15.5
Sanctum Uni 9.2 (3,300) NEW 2787 9.2
No Strings Attached Par 8.3 (2,730) -38% 3050 51.7
The King’s Speech Weinstein Co. 8.1 (3,150) -27% 2584 83.9
The Green Hornet Sony 6.3 (2,070) -44% 3033 87.4
The Rite WB 5.6 (1,880) -62% 2985 23.7
The Mechanic CBS 5.3 (1,970) -53% 2704 20
True Grit Par 4.8 (1,650) -36% 2902 155
Dilemma Uni 3.4 (1,340) -40% 2545 45.7
Black Swan Fox Searchlight 3.4 (1,710) -34% 1977 95.9
The Fighter Par/Alliance 2.9 (1,730) -27% 1662 82.4
Yogi Bear WB 2.3 (1,260) -28% 1807 95.4
Tangled BV 1.8 (1,330) -28% 1369 192
127 Hours Fox Searchlight 1.4 (1,510) -36% 899 15.7
Tron: Legacy BV 1.4 (1,320) -46% 1040 168.8
Little Fockers Uni 1.2 (910) -52% 1355 146.5
Blue Valentine Weinstein Co. .79 (1,760) -33% 450 7.3
From Prada to Nada Lionsgate .69 (2,640) -38% 261 2
Biutiful Roadside .63 (3,560) 38% 177 1.4
Country Strong Sony .61 (640) -52% 948 19.8
The Company Men Weinstein Co. .55 (2,380) -17% 231 2.3
Chronicles of Narnia: Dawn Treader Fox .53 (1,030) -40% 514 102.6
Gulliver’s Travels Fox .67 (1,030) -42% 495 41.14
Another Year Sony Classics .48 (2,030) 55% 236 1.7
Barney’s Version eOne/Sony Classics .43 (3,570) -13% 119 2.7
Weekend Total ($500,000+ Films) $84.70
% Change (Last Year) -22%
% Change (Last Week) -20%
Also debuting/expanding
The Illusionist Sony Classics .19 (2,850) 46% 68 0.77
Incendies eOne/Seville .14 (3,050) 30% 47 2.8
Rabbit Hole Lionsgate .12 (890) -32% 131 1.7
What Women Want China Lion 58,900 (2,030) 29 0.06
Adele Blanc-Sec Seville 51,300 (1,900) 27 0.05
Midway to Heaven Excel 42,400 (4,240) 10 0.04
Cold Weather IFC 14,800 (14,800) 1 0.01
Troubadours PBS 13,200 (4,400) 3 0.01
Waiting Forever FreeStyle 8,700 (2,900) 3 0.01
The Other Woman IFC 5,800 (2,900) 2 0.01

Top Domestic Grossers – 2010

Distributor Gross Market Share
Paramount (7) 163.5 20.90%
Sony (7) 130.7 16.70%
Universal (4) 103.7 13.30%
Buena Vista (3) 79.6 10.20%
Warner Bros. (10) 70.1 9.00%
Weinstein Co. (3) 66.2 8.50%
Fox Searchlight (2) 55.7 7.10%
Fox (4) 45.1 5.80%
Relativity (2) 24.1 3.10%
CBS (2) 15.1 1.90%
Alliance (5) 4.9 0.60%
Other * (46) 22.3 2.90%
781 100.00%
* none greater than 0.4%

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Leonard Klady's Friday Estimates
Friday Screens % Chg Cume
The Equalizer 12.5 3236 NEW 12.5
The Maze Runner 5.2 3638 -54% 45.7
The Boxtrolls 4.9 3464 NEW 4.9
This is Where I Leave You 2.2 2868 -43% 17.7
No Good Deed 1.4 2130 -54% 43.4
A Walk Among the Tombstones 1.3 2714 -73% 17.9
Dolphin Tale 2 1.2 3376 -43% 30.1
Guardians of the Galaxy 1 2451 -27% 316.4
Let's Be Cops 0.45 1534 -43% 78.6
The Skeletom Twins 0.4 385 208% 1.5
Also Debuting
The Song 0.22 338
Mas Negro Que la Noche 0.17 178
Loukyam 45,000 57
Madras 30,200 35
Jimi: All is By My Side 30,050 34
Pride 28,300 12
The Two Faces of January 10,600 6
Field of Lost Shoes 10,100 26
Believe Me 8,600 14
A Matter of Faith 7,800 5
Days and Nights 4,100 1
Two Night Stand 3,200 5
Maria Leonora Teresa 2,500 3
Advanced Style 2,300 2
Print the Legend 1,400 2
The Little Bedroom 1,200 1
Hellaware 1,100 1
La Ritournelle 1,000 5
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