By Leonard Klady Klady@moviecitynews.com

The Weekend Report, June 10, 2012

Pacquiao vs. Bradley wasn’t the only weekend surprise.

The weekend’s other curious match-up pitted Prometheus, a quasi-prequel to Alien, against the third installment of the animated Madagascar franchise. Tracking, gut instinct and tossing the I Ching all favored the space odyssey. But while Prometheus led Friday box office, Saturday and projected Sunday matinee business provided Madagascar 3: Europe’s Most Wanted the edge with a projected $59.9 million weekend. Prometheus debuted with a still impressive $50.1 million.

The session featured just OK response to the latest Bollywood entry Shanghai—loosely based on the classic Z—of $122,000 at 37 venues and similar response for the American indie Peace, Love & Misunderstanding of $103,000 from 30 screens. Also several exclusive launches showed promise including Safety Not Guaranteed with just shy of $100,000 at nine sites, $54,600 for the Canadian bow of Cannes grad Cosmopolis; and a solo $13,700 for Dark Horse from startup Brainstorm Media.

Overall weekend revenues topped $180 million for a sizeable 27% boost from seven days back and a 32% improvement from 2011’s comparable three-day. One year back the top spot went to the opening of Super 8 with $35.4 million with the second weekend of X-Men: First Class the runner-up with $24.1 million.

Industry trackers had pegged the Madagascar 3 opening at $50-$55 million with Prometheus ahead at $55-$60 million. It’s well known that tracking family films is precarious if for no other reason that polling rarely or minimally talks to anyone younger than 16 years of age. One can be relatively certain that a healthy chunk of the 54% of M3’s opening weekend audience were in their early teens and younger. Exit demos also tilted 56% female.

Of note this weekend was the fact that both of the national debuts were 3D offering with 74% of Madagascar playdates stereoscopic and Prometheus going out with 92% of its engagements in the process. However, 3D accounted for 42% and 54% of the respective films box office.

It’s jaw-dropping how quickly 3D has gone from industry salvation to an enhancement that a majority of viewers don’t want to pay the extra gelt to experience. The majors have all done internal studies about response to stereoscopic movies and anecdotally moviegoers simply don’t feel that the added experience is worth an additional surcharge. That’s a telling response in the current economic climate. It’s also disturbing looking forward in the light of the boost 3D continues to provide in most international markets.


Weekend (estimates) June 8 – 10, 2012
Title Distributor Gross (average) % change * Theaters Cume
Madagascar 3: Europe’s Most Wanted Par 59.9 (14,070) NEW 4258 59.9
Prometheus Fox 50.1 (14,750) NEW 3396 50.1
Snow White and the Huntsman Uni 23.0 (6,080) -59% 3777 98.5
Men in Black III Sony 13.7 (3,620) -51% 3792 135.7
The Avengers BV 11.1 (3,550) -46% 3129 572.2
The Best Exotic Marigold Hotel Fox Searchlight 3.2 (2,450) -29% 1298 30.9
What to Expect When You’re Expecting Lions Gate 2.7 (1,310) -38% 2087 35.8
Battleship Uni 2.3 (1,160) -56% 1954 59.8
The Dictator Par 2.2 (1,330) -53% 1651 55.2
Moonrise Kingdom Focus 1.6 (16,560) 81% 96 3.8
Dark Shadows WB 1.3 (860) -64% 1550 73.7
The Hunger Games Lions Gate 1.1 (1,480) -29% 751 400.3
For Greater Glory Arc Entertainment .85 (1,320) -55% 642 3.4
Bernie Millennium .83 (2,500) -8% 332 4.8
Chernobyl Diaries WB .82 (690) -74% 1180 16.9
Intouchables Alliance/Weinstein .44 (3,980) -4% 111 3.5
Mirror Mirror Relativity .38 (1,270) 4% 303 63.5
The Lucky One WB .35 (860) 7% 402 59.5
Think Like a Man Sony .32 (1,110) -53% 287 90.3
Dr. Seuss’ The Lorax Uni .31 (1,060) -10% 290 212
To the Arctic WB .29 (5,760) 37% 51 3.3
21 Jump Street Sony .28 (1,020) -25% 275 137.7
The Three Stooges Fox .24 (1,000) -10% 243 43.1
Crooked Arrows Branded Pictures .23 (820) -64% 278 1.6
Weekend Total ($500,000+ Films) $137.46
% Change (Last Year) 32%
% Change (Last Week) 27%
Also debuting/expanding
Hysterical Sony Classics .16 (1,890) -7% 84 0.7
Shanghai FLF .12 (3,310) 37 0.12
Peace, Love & Misunderstanding IFC .10 (3,430) 30 0.1
Safety Not Guaranteed Film District .10 (10,720) 9 0.1
Cosmopolis eOne 54,600 (9,100) 6 0.05
Endukantty Premantta Ficus 52,300 (1,580) 33 0.05
Where Do We Go Now? Sony Classics 38,200 (1,230) -52% 31 0.32
Bel Ami Magnolia 37,200 (2,320) 16 0.04
Lola Versus Searchlight 33,600 (8,400) 4 0.03
Double Trouble China Lion 17,100 (1,420) 12 0.02
Dark Horse Brainstorm 13,700 (13,700) 1 0.01
For the Love of Money Archstone 9,500 (1,900) 5 0.01
Cartas a Elena FreeStyle 6,800 (570) 12 0.01
Poulet aux prunes Alliance 4,900 (1,630) 3 0.01
Domestic Market Share (Jan. 1 – June 7, 2012)
Distributor (releases) Gross Market Share
Buena Vista (9) 780.6 17.10%
Sony (13) 676.3 14.80%
Universal (10) 662.5 14.50%
Lions Gate (9) 560.5 12.30%
Warner Bros. (16) 536.8 11.80%
20th Century Fox (9) 344.8 7.60%
Paramount (12) 342.9 7.60%
Relativity (5) 168.8 3.70%
Weinstein Co. (8) 82.2 1.80%
Fox Searchlight (5) 74.2 1.60%
Open Road (3) 72.2 1.60%
CBS (2) 63.5 1.40%
Summit (4) 47.1 1.00%
Focus (4) 24.2 0.50%
Sony Classics (13) 21.5 0.50%
Other * (150) 100.9 2.20%
4559 100.00%

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Leonard Klady's Friday Estimates
Friday Screens % Chg Cume
Rio 2 9.5 3975 -21% 62.4
Captain America: The Winter Soldier 9.4 3825 -21% 184.3
Heaven is for Real 7.8 2417 NEW 14.9
Transcendence 4.8 3455 NEW 4.8
A Haunted House 2 4 2310 NEW 4
Bears 2.3 1720 NEW 2.3
Divergent 2.2 2486 -1% 130.4
Draft Day 2.1 2781 -40% 15.8
Oculus 2 2648 -59% 18
Noah 2 2537 -20% 89.9
God's Not Dead 1.6 1758 3% 45.2
Also Debuting
Trailer Park Boys 3 0.45 144
2 States 0.36 136
Fading Gigolo 58,000 5
Make Your Move 30,100 142
That Demon Within 23,300 14
Tenali Raman 10,200 19
En Solitaire 9,900 14
Authors Anonymous 7,500 11
Lotoman 003 4,300 11
13 Sins 3,300 45
small time 2,300 11
Tasting Menu 1,900 5
Mi Verano con Amanda 3 1,700 10
Antboy 1,400 15
Manakamana 1,350 1
Une Autre vie 1,350 3
Fermieres 1,150 7
3-Day Estimates Weekend % Chg Cume
The Hunger Games 153.6 (37,130) NEW 153.6
21 Jump Street 20.4 (6,550) -44% 70.2
Dr. Seuss' The Lorax 13.0 (3,540) -43% 177.3
John Carter 5.0 (1,570) -63% 62.4
Act of Valor 2.0 (910) -46% 65.9
A Thousand Words 1.9 (1,050) -40% 14.9
Project X 1.9 (920) -53% 51.7
Safe House 1.4 (1,020) -50% 122.5
Journey 2: The Mysterious Island 1.3 (1,000) -44% 97.1
Casa de mi Padre 1.0 (2,170) -55% 3.9