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Leonard Klady

By Leonard Klady Klady@moviecitynews.com

The Weekend Report: March 4, 2012

X is for LoraX


Dr. Seuss’ The Lorax
was a clear winner as it exploded to an estimated $70.5 million for the weekend box office crown. Bridesmaid spot went to the frame’s other newcomer the raunchy Project X with $20.5 million.

The limited bow of Tim and Eric’s Billion Dollar Movie was short of the titular mark with a $93,200 gross at 24 venues. However, several exclusives got off to encouraging starts including the father-son Being Flynn with $45,300 on four screens, New Zealand’s Boy at $28,400 at two sites and Italian The Salt of Life with $26,700from three locations.

With weekend revenues pushing close to $170 million there was a post-Oscar bump of sorts with box office up 29% from last weekend and 26% improved from 2011. Last year’s box office was led by eventual Oscar winner Rango’s $38.1 million debut with place position to debuting The Adjustment Bureau with $21.2 million.

Clearly no one saw The Lorax coming with so much force though pundits predicted a sizeable opening pegged between $45 million and $50 million. It was the highest opening for an original animated picture ever and ranked third best all-time March opener. But just 52% of ticket buyers opted for 3D engagements suggesting that audiences still have a recession attitude toward stereoscopic films.

Not surprisingly the audience was 68% families though its gross clearly indicated considerable business beyond matinees. There was also a 60% tilt toward female viewers.

Project X also hit a bull’s eye with its targeted young male crowd. Its exit demos identified a 58% swing toward the boys and 67% of viewers aged 25 years and younger. Generally positive reviews helped the picture exceed high end projections of $18 million.

Meanwhile Oscar favorite The Artist added close to 800 playdates and received a modest 27% box office boost. The real beneficiaries of Academy favor were niche winners A Separation and the documentary Undefeated. The former had its first $1 million weekend as it expanded from 83 to 243 locations and the football doc added eight venues that swelled its coffers 328%.

Holdover titles generally experienced 45% to 50% declines with sturdier titles ranging from the likes of This Means War and Safe House. Major releases have dominated Q1 box office with few crossover successes if you exclude the seasonal award contenders.

Weekend (estimates) March 2 – 4, 2012
Title Distributor Gross (avg) % chng Thtrs Cume
Dr. Seuss’ The Lorax Uni 70.5 (18,910) NEW 3729 70.5
Project X WB 20.5 (6,700) NEW 3065 20.5
Act of Valor Relativity 13.3 (4,360) -46% 3053 44.9
Safe House Uni 7.2 (2,820) -34% 2553 108.2
Good Deeds Lions Gate 6.8 (3,180) -56% 2132 25.5
Journey 2: The Mysterious Island WB 6.7 (2,190) -50% 3060 85.4
The Vow Sony 6.0 (2,120) -40% 2826 111.6
This Means War Fox 5.5 (2,360) -34% 2342 41.4
Ghost Rider: Spirit of Vengeance Sony 4.6 (1,860) -49% 2487 44.8
Wanderlust Uni 3.7 (1,860) -43% 2002 12.4
The Artist Weinstein Co. 3.7 (2,100) 27% 1756 36.9
Gone Summit 3.0 (1,390) -37% 2186 9
Chronicle Fox 1.9 (1,820) -48% 1054 60.8
The Secret of Arrietty BV 1.5 (1,030) -66% 1431 16.7
The Descendants Fox Searchlight 1.3 (1,900) -38% 694 80.4
Hugo Par 1.3 (3,150) -15% 406 71.4
The Woman in Black CBS 1.1 (1,4100 -59% 804 52.2
Star Wars, Episode 1 – 3D Fox 1.1 (1,460) -66% 731 42.2
A Separation Sony Classics 1.0 (3,990) 165% 243 3.7
The Iron Lady Weinstein Co. .81 (1,580) 16% 511 27
Goon Alliance .69 (3,070) -39% 225 2.4
Alvin and the Chipmunks: Chip-Wrecked Fox .34 (1,080) -10% 315 130.8
Big Miracle Uni .33 (920) -51% 359 19.4
The Grey Open Road/eOne .26 (850) -67% 308 50.7
Tinker, Tailor, Soldier, Spy Focus .25 (1,990) -27% 126 23.6
Weekend Total ($500,000+ Films) $162.20
% Change (Last Year) 26%
% Change (Last Week) 29%
Also debuting/expanding
We Need to Talk About Kevin Oscilloscope .13 (3,240) 245% 40 0.81
Rampart Millennium .11 (2,170) 15% 52 0.53
In Darkness Sony Classics .11 (3,230) 20% 33 0.41
Tim and Eric’s Billion Dollar Movie Magnolia 93,200 (3,880) 24 0.09
Undefeated Weinstein Co. 82,600 (6,350) 328% 13 0.16
London Paris New York Fox Intl 56,800 (1,960) 29 0.06
Being Flynn Focus 45,300 (11,320) 4 0.05
Boy Paladin 28,400 (14,200) 2 0.03
The Salt of Life Zeitgeist 26,700 (8,900) 3 0.03
Paan Singh Tomar UTV 19,200 (1,920) 10 0.02
This is Not a Film Palisades 12,600 (2,510) 5 0.01
Let the Bullets Fly Variance 11,100 (2,220) 5 0.01
Last Days Here IFC 2,600 (2,600) 1 0.01
Black Butterflies TriBeCa 1,450 (725) 2 0.01
Domestic Market Share (Jan. 1 – March 1, 2012)
Distributor (releases) Gross Market Share
20th Century Fox (8) 269.8 16.20%
Sony (9) 264.7 15.90%
Warner Bros. (10) 218.9 13.20%
Paramount (8) 202.8 12.20%
Universal (5) 196.6 11.80%
Buena Vista (6) 113.1 6.80%
Weinstein Co. (6) 60.9 3.70%
Relativity (3) 51.3 3.10%
CBS (1) 51.1 3.10%
Open Road (1) 46.1 2.80%
Lions Gate (2) 44.7 2.70%
Fox Searchlight (3) 42.4 2.50%
Summit (4) 40.8 2.40%
Focus (2) 20.5 1.20%
Sony Classics (7) 8.4 0.50%
Other * (59) 31.4 1.90%
1663.5 100.00%

3 Responses to “The Weekend Report: March 4, 2012”

  1. JoJo says:

    Project X is at 28% positive at Rotten Tomatoes. How does that translate into “generally positive reviews?”

  2. Christian says:

    How does a 46% drop for last week’s number one film rate? The percentage drop seems modest by current standards, but I don’t know whether “Valor” added screens in its second week.

  3. cadavra says:

    Sad that LET THE BULLETS FLY didn’t, er, fly. I wish the studios were capable of making an action film even 1/10 as entertaining as this one.

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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