Night Moves
MCN Columnists
Leonard Klady

By Leonard Klady Klady@moviecitynews.com

The Weekend Report: June 1, 2012

Father, O Brother!

Madagascar 3: Europe’s Most Wanted fended off the competition that included two high profile debuts to lead the weekend box office with an estimated $35.8 million.

The wide release debuting films both underperformed with the discordant Rock of Ages slotting third with $15.1 million and the Father’s Day surprise That’s My Boy two notches down at $12.9 million. Also new was Bollywood’s Ferrari Ki Sawaari with an OK launch of $267,000 at 99 venues and a not particular tuneful $148,000 gross for the rap profile Something for Nothing at 157 stands.

Limited and exclusive newcomers were largely undistinguished with the exception of Your Sister’s Sister that brought in $114,000 from a lucky 13 of engagements.

Overall box office pushed to close to $135 million for the frame and a 28% drop from seven days earlier. It was also off the 2011 pace by 15% when the opening of Green Lantern led the field with $55.1 million and freshman Mr. Popper’s Penguins ranked third with $18.4 million.

Industry trackers had pegged Rock of Ages to open somewhere in the mid-$20 million range and gave it a slight edge over the seemingly similarly strong That’s My Boy. However, there was a strong sense that the film was in trouble because it was difficult to identify its target audience. Previews saw scant interest from under 25s as well as the older crowd that grew up with its 1980s soundtrack.

While the tune town saga boosted its profile with the casting of Tom Cruise as a dissolute rock star, it was hardly catnip to his fans. About the only thing that was evident was a stronger response from women and opening exit demos concurred with a 62% female audience with 74% of ticket buyers aged 25 years and older. While it had some critical defenders the film was largely accorded withering reviews.

That’s My Boy was also critically ravaged but that’s par for the course for most Adam Sandler comedies. Studio insiders were still hopeful the broad, blue antics could muster a $20 million weekend just prior to opening day. Its 54% male, 52% under 25 year old audience conformed to his fan base … there simply weren’t enough of them.

Summer 2012 is fast evolving as a bloody battlefield with heavy casualties, some pyrrhic victories and a couple of genuine blockbusters. The fast faders have been a real boon for alternative pictures that have been able to secure multiplex playdates to fill in the gaps. Still most haven’t had the marketing budget to fully capitalize on the unexpected opportunities.

Weekend (estimates) June 15 – 17, 2012
Title Distributor Gross (average) % change * Theaters Cume
Madagascar 3: Europe’s Most Wanted Par 35.8 (8,400) -41% 4263 120.8
Prometheus Fox 20.3 (5,900) -60% 3442 89
Rock of Ages WB 15.1 (4,350) NEW 3470 15.1
Snow White and the Huntsman Uni 13.8 (3,720) -40% 3701 122.6
That’s My Boy Sony 12.9 (4,240) NEW 3030 12.9
Men in Black III Sony 9.9 (3,140) -29% 3135 152.5
The Avengers BV 8.8 (3,400) -22% 2582 586.7
The Best Exotic Marigold Hotel Fox Searchlight 2,2 (1,860) -32% 1184 35.1
Moonrise Kingdom Focus 2.2 (12,190) 39% 178 6.8
What to Expect When You’re Expecting Lions Gate 1.3 (1,100) -52% 1216 38.8
Battleship Uni 1.2 (1,310) -46% 942 62.1
The Dictator Par 1.1 (970) -51% 1119 57.7
The Hunger Games Lions Gate .87 (1,470) -19% 593 401.8
Dark Shadows WB .64 (940) -55% 680 75.2
Bernie Millennium .58 (1,930) -29% 300 5.8
For Greater Glory Arc Entertainment .51 (1,340) -45% 380 4.5
Intouchables Alliance/Weinstein .41 (3,700) -12% 111 4.2
Hysteria Sony Classics .31 (1,410) 107% 218 1.1
Safety Not Guaranteed Film District .29 (6,110) 193% 47 0.43
Dr. Seuss’ The Lorax Uni .28 (1,010) -17% 277 212.5
Ferrari Ki Sawaari Eros .27 (2,700) NEW 99 0.27
Mirror Mirror Relativity .23 (830) -32% 278 63.9
The Lucky One WB .21 (600) -41% 350 59.9
Think Like a Man Sony .21 (900) -38% 231 90.7
Weekend Total ($500,000+ Films) $127.20
% Change (Last Year) -15%
% Change (Last Week) -28%
Also debuting/expanding
Something for Nothing Indomina .15 (940) 157 0.15
Your Sister’s Sister IFC ,11 (8,770) 13 0.11
Lola Versus Fox Searchlight 58,200 (1,120) 83% 52 0.11
Desi Romeos Maan 40,300 (3,100) 13 0.04
The Woman in the Fifth ATO 31,800 (3,530) 9 0.03
Marina Abramovic Music Box 12,200 (4,070) 3 0.01
The Girl from the Naked Eye Naedomi 9,750 (510) 19 0.01
Patang Khushi 8,700 (2,180) 4 0.01
Domestic Market Share (Jan. 1 – June 14, 2012)
Distributor (releases) Gross Market Share
Buena Vista (9) 797.7 16.60%
Universal (10) 700.1 14.50%
Sony (13) 697.8 14.50%
Lions Gate (9) 566.9 11.80%
Warner Bros. (16) 541.7 11.20%
Paramount (13) 431.5 8.90%
20th Century Fox (10) 413.8 8.60%
Relativity (5) 169.4 3.50%
Weinstein Co. (8) 82.8 1.70%
Fox Searchlight (5) 79.4 1.70%
Open Road (3) 72.2 1.50%
CBS (2) 63.5 1.30%
Summit (4) 47.1 1.00%
Focus (4) 26.6 0.50%
Sony Classics (13) 21.8 0.50%
Other * (157) 106.1 2.20%
4818.4 100.00%
* none greater than 0.04%
Top Domestic Grossers (Jan. 1 – June 14, 2012) *
Title Distributor Gross
The Avengers BV 577,888,904
The Hunger Games Lions Gate 400,913,620
Dr. Seuss’ The Lorax Uni 212,229,870
Men in Black III Sony 142,678,983
21 Jump Street Sony 137,634,849
Safe House Uni 126,367,263
The Vow Sony 125,074,813
Snow White and the Huntsman Uni 108,797,035
Journey 2: The Mysterious Island WB 103,617,522
Think Like a Man Sony 90,476,146
Mission: Impossible – Ghost Protocol * Par 87,174,082
Madagascar 3: Europe’s Most Wanted Par 84,950,532
Wrath of the Titans WB 83,472,818
Dark Shadows WB 74,532,628
John Carter BV 72,939,964
Act of Valor Relativity 70,012,847
Prometheus Fox 68,658,127
Contraband Uni 66,703,339
Chronicle Fox 64,575,175
Mirror Mirror Relativity 63,679,632

Leave a Reply

Leonard Klady's Friday Estimates
Friday Screens % Chg Cume
Ouija 8.2 2858 NEW 8.2
John Wick 5.4 2589 NEW 5.4
Fury 4.1 3173 -54% 37.1
Gone Girl 3.5 3106 -37% 116.5
St. Vincent 2.5 2282 1247% 3.6
The Book of Life 2.4 3113 -51% 22.5
Alexander and the Terrible … Day 2 3117 -38% 40.5
The Best of Me 1.6 2936 -62% 14.5
The Judge 1.3 2610 -47% 31.3
Dracula Untold 1.2 2364 -59% 45.3
Also Debuting
Happy New Year 0.58 255
Kaththi 0.11 92
23 Blast 0.1 617
The Trial 52,780 50
Karthikeya 37,250 38
Laggies 31,800 6
Citizenfour 31,400 5
1,000 Times Good Night 6,560 23
Force Majeure 6,150 2
Pelican Dreams 3,850 2
Exists 3,650 12
Revenge of the Green Dragon 2,500 2
White Bird in a Blizzard 2,400 4
Pooja 2,400 17
Low Down 1,800 1
Love Project 1,050 5
The Heart Machine 1,050 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