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Leonard Klady

By Leonard Klady Klady@moviecitynews.com

The Weekend Report: Float Like a Butterfly … Sting Like a Bee

The debut of Underworld: Awakening led weekend ticket sales with an estimated $25.2 million. Two other films bowed nationally and a fourth platformed after four weeks in Oscar-qualifying exclusives. The saga of the Second World War Tuskegee Airmen, Red Tails, ranked second with $19.1 million and the take no prisoners actioner Haywire kicked out with $8.9 million. Wedged in-between was the expansion of Extremely Loud & Incredibly Close in position four with $10.4 million.

Despite patches of inclement weather box office was generally spritely and considerably more potent than last year’s weak outset.

A trio of Oscar foreign-language submissions opened strategically but, ironically, none made the short list announced last week. Of the three only Mexico’s Miss Bala showed promise with an $8,070 average from four screens. Conversely China’s The Flowers of War was un-blooming with $51,400 at 30 venues. Also of note were the non-fiction Crazy Horse with $8,700 from a single screen and the modern-day adaptation of Coriolanus that grossed $62,500 from nine engagements.

Overall box office generated roughly $135 million that was flat with last weekend’s three-day portion of the MLK holiday. However, it was 31% improved from 2011 when the debut of No Strings Attached led with $19.6 million and Green Hornet’s sophomore weekend added $17.7 million.

The fourth installment of the Underworld franchise was expected to top weekend charts and managed to exceed the previous edition’s $20.8 million bow. It played largely to loyal fans with exit polls indicating an audience composed 55% of males and 60% of viewers aged 25-years and older.

For many the weekend surprise was Red Tails, the chronicle of the African American flying aces that George Lucas financed when all the majors took a pass. Pundits predicted opening day interest followed by steep drops. But Friday to Saturday posted a sizeable 44% boost. Exit demos showed a crowd composed 51% male and 66% aged 25 years and older but ethnic breakdowns were unavailable. Fingers are crossed that the picture will skew younger in the coming weeks.

With the Oscar slate announcement just days away Extremely Loud & Incredibly Close launched nationally in hopes of capitalizing on Academy attention. So far the yarn hasn’t been a significant award’s contender but Oscar favor is particular difficult to predict this year. The film drew a not unexpected 59% female audience and a whopping 82% aged 25 plus.

Haywire tilted 55% male with 64% of the audience 35 years old and younger. Notwithstanding its results, the movie going crowd is definitely aging and the majors are both mulling a shift toward more mature content and pictures that will ease the erosion of that younger demographic that had dominated ticket sales for decades.

Weekend Estimates

Title Gross (average) % change * Theaters Cume
Underworld: Awakening 25.2 (8,190) NEW 3078 25.2
Red Tails 19.1 (7,620) NEW 2512 19.1
Contraband 12.2 (4,250) -50% 2870 46.1
Extremely Loud & Incredibly Close 10.4 (3,960) 11350% 2630 11.1
Haywire 8.9 (3,640) NEW 2439 8.9
Beauty and the Beast 8.6 (3,290) -51% 2625 33.4
Joyful Noise 6.0 (2,200) -46% 2735 21.9
Mission Impossible – Ghost Protocol 5.5 (2,190) -53% 2519 197.3
Sherlock Holmes: A Game of Shadows 4.7 (1,880) -46% 2485 178.5
The Iron Lady 3.7 (3,470) -31% 1076 12
The Girl with the Dragon Tattoo 3.7 (1,930) -45% 1907 94.7
War Horse 3.0 (1,200) -49% 2525 72.2
Alvin and the Chipmunks: Chip-Wrecked 2.9 (1,410) -50% 2070 124.5
We Bought a Zoo 2.7 (1,320) -51% 2065 69.5
The Devil Inside 2.5 (1,140) -69% 2207 51.1
The Artist 2.4 (3,590) 99% 662 12.1
The Descendants 2.4 (4,340) 16% 560 51.3
The Adventures of Tintin 2.2 (1,630) -46% 1340 72.3
Tinker, Tailor, Soldier, Spy 1.8 (2,420) -45% 730 18.3
Hugo .90 (1,380) -14% 650 55.8
Happy Feet Two .42 (1,270) -13% 331 62.6
A Dangerous Method .41 (3,890) -18% 105 3.4
Puss in Boots .34 (1,160) -18% 292 147.7
My Week with Marilyn .32 (1,430) -32% 225 12.1
Carnage .31 (1,250) -55% 248 2
The Twilight Saga: Breaking Dawn .30 (820) -61% 370 280.2
Weekend Total ($500,000+ Films) $128.80
% Change (Last Year) 31%
% Change (Last Week) 0%
Also debuting/expanding
Shame .23 (2,440) 61% 95 3
A Separation .18 (13,650) 147% 13 0.55
We Need to Talk About Kevin 72,800 (10,400) 72% 7 0.18
Pariah 63,200 (3,010) -37% 21 0.49
Coriolanus 62,500 (6,940) 9 0.06
The Viral Factor 61,700 (2,800) 22 0.06
Fullmetal Alchemist 59,600 (1,320) 45 0.06
The Flowers of War 51,400 (1,710) 30 0.05
Miss Bala 32,300 (8,070) 4 0.03
16-Love 10,200 (780) 13 0.01
Crazy Horse 8,700 (8,700) 1 0.01
The Front Line 6,800 (1,130) 6 0.01
Carol Channing: Larger Than Life 5,100 (2,550) 2 0.01
The Pruitt-Igoe Myth 4,400 (4,400) 1 0.01
The City Dark 2,900 (2,900) 1 0.01

Domestic Market Share:  January 1 – 19, 2012

Distributor (releases) Gross Market Share
Paramount (8) 157.8 30.90%
Warner Bros. (9) 78.8 15.40%
20th Century Fox (4) 68.1 13.30%
Buena Vista (5) 63.4 12.40%
Sony (6) 43.7 8.50%
Universal (2) 34.9 6.80%
Weinstein Co. (3) 17 3.30%
Summit (2) 14.3 2.80%
Focus (2) 13.3 2.60%
Fox Searchlight (3) 11.2 2.20%
Sony Classics (5) 2.8 0.60%
Other * (22) 6.1 1.20%
511.4 100.00%

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Klady

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“People react primarily to direct experience and not to abstractions; it is very rare to find anyone who can become emotionally involved with an abstraction. The longer the bomb is around without anything happening, the better the job that people do in psychologically denying its existence. It has become as abstract as the fact that we are all going to die someday, which we usually do an excellent job of denying. For this reason, most people have very little interest in nuclear war. It has become even less interesting as a problem than, say, city government, and the longer a nuclear event is postponed, the greater becomes the illusion that we are constantly building up security, like interest at the bank. As time goes on, the danger increases, I believe, because the thing becomes more and more remote in people’s minds. No one can predict the panic that suddenly arises when all the lights go out — that indefinable something that can make a leader abandon his carefully laid plans. A lot of effort has gone into trying to imagine possible nuclear accidents and to protect against them. But whether the human imagination is really capable of encompassing all the subtle permutations and psychological variants of these possibilities, I doubt. The nuclear strategists who make up all those war scenarios are never as inventive as reality, and political and military leaders are never as sophisticated as they think they are.”
~ Stanley Kubrick

“You can’t make films about something the audience knows nothing about. The trick is getting the audience to tell their own stories in the story so that they know what will happen. And then, just before they get bored, you must surprise them and move the story in a new direction.”
~ Mogens Rukov

Z Weekend Report