MCN Columnists
Leonard Klady

By Leonard Klady Klady@moviecitynews.com

The Weekend Report, May 6, 2012

Vengeance is a Dish Served Hot

The Avengers rewrote the record books with the biggest ever opening three-day weekend that’s estimated at $200.5 million. With $30 million more than the former champ, there’s little chance that the Monday actual will change Sunday’s ebullience.

The film was anticipated to open at $155 million-$165 million and had already done close to $300 million in its opening week in internationally, where it premiered in 30 territories prior to the U.S. So, the other majors all decided there was little point to bother to offer up counter-programming.

There was still a lot to be said for the limited bow of The Best Exotic Marigold Hotel that racked up $727,000 from a meager 27 engagements. The yarn of senior Brits looking for a golden age life in India has already amassed $70 million internationally.

Apart from the ballet nonfiction First Position that grossed $44,800 on five screen, incoming exclusives were ho-hum.

The Avengers accounted for roughly 80% of the weekend’s $250 million ticket tally. Its entry into the marketplace boosted revenues from last weekend by 131% and improved on last year’s record by 53%. In 2011 the marketplace leader was the Marvelously debuting Thor with $65.7 million with Fast Five as the runner up with $32.4 million in its sophomore session.

The industry rule of thumb is that cinematic behemoths going the Midnight advance route can expect 10-to-1 returns. The Friday announcement that The Avengers had accrued about $18.7 million from early screenings was unquestionably heartening. Removing that portion of the box office from the overall picture was provided a not insignificant Friday-Saturday box office boost and early estimates of $170 million to $180 million were quickly revised.

The response at Disney was not unexpectedly fulsome though they were hard-pressed to explain the better-than-anticipated returns. Distribution EVP Dave Hollis credited Marvel for cleverly “seeding the market” by successfully introducing the likes of Iron Man, Thor and Captain America in earlier film and establishing a movie fan base.

Exit demos revealed a 50/50 split for the over/under 25-year-olds with an overall 60% skew toward males. However, with response at this lofty level the size, regardless of demographic, was considerable. Roughly 52% of revenues derived from 3D engagements which accounted for 75% of the screen count. Imax engagements were 8% of the tally but they will largely disappear next weekend as they’ve been committed to the opening of Dark Shadows.

In general holdover titles took hits of 50% to 65%. The Hunger Games ascended into the top 15 all-time box office grossers and, Avengers notwithstanding, should settle in at position 13.

The French sensation Intouchables continues to perform in Québec at a level that’s comparable to international grosses that are nearing $350 million. Its U.S. distributor would be thrilled to equal some vaguely proportional to Québec’s current $1.7 million box office.


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Klady

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“I was 15 when I first watched Sally Hardesty escape into the back of a pickup truck, covered in blood and cackling like a goddamn witch. All of her friends were dead. She had been kidnapped, tortured and even forced to feed her own blood to her cannibalistic captors’ impossibly shriveled patriarch. Being new to the horror genre, I was sure she was going to die. It had been a few months since I survived a violent sexual assault, where I subsequently ran from my assailant, tripped, fell and fought like hell. I crawled home with bloody knees, makeup-stained cheeks and a new void in both my mind and heart. My sense of safety, my ability to trust others, my willingness to form new relationships and my love of spending time with people I cared about were all taken from me. It wasn’t until I found the original The Texas Chain Saw Massacre that something clicked. It was Sally’s strength, and her resilience. It was watching her survive blows to the head from a hammer. It was watching her break free from her bonds and burst through a glass window. It was watching her get back up after she’d been stabbed. It was watching her crawl into the back of a truck, laughing as it drove away from Leatherface. She was the last one to confront the killer, and live. I remember sitting in front of the TV and thinking, There I am. That’s me.”
~ Lauren Milici On “The Final Girl”

“‘Thriller’ enforced its own reality principle; it was there, part of the every commute, a serenade to every errand, a referent to every purchase, a fact of every life. You didn’t have to like it, you only had to acknowledge it. By July 6, 1984, when the Jacksons played the first show of their ‘Victory’ tour, in Kansas City, Missouri, Jacksonism had produced a system of commodification so complete that whatever and whoever was admitted to it instantly became a new commodity. People were no longer comsuming commodities as such things are conventionally understood (records, videos, posters, books, magazines, key rings, earrings necklaces pins buttons wigs voice-altering devices Pepsis t-shirts underwear hats scarves gloves jackets – and why were there no jeans called Bille Jeans?); they were consuming their own gestures of consumption. That is, they were consuming not a Tayloristic Michael Jackson, or any licensed facsimile, but themselves. Riding a Mobius strip of pure capitalism, that was the transubstantiation.”
~ Greil Marcus On Michael Jackson