MCN Columnists
Leonard Klady

By Leonard Klady Klady@moviecitynews.com

Weekend Review (3-Day)

Easy to Be Die Hard

It was a good weekend for A Good Day to Die Hard as it nosed out the competition to take top spot on the holiday charts with an estimated $24.9 million (all figures represent the 3-day portion of the Presidents Day frame). In an unexpectedly competitive session the three-hanky Safe Haven slotted third with $21.5 million; a jot behind the $23.4 million holdover of Identity Thief.

Two other films made national debuts. Kidcentric animation Escape from Planet Earth slipped into fourth with $15.9 million and trailing the field was the supernatural rom-com Beautiful Creatures grossing $7.4 million.

In the niches the Punjabi Singh vs. Kaur had a solid $117,000 bow at 24 venues and Korea’s The Berlin File had the best ever opening for that cinema with a gross of $142,000 from a scant 20 screens.

Exclusive debs saw the strongest response for Chile’s Oscar short-listed No with an initial box office of $69,700 from four engagements. Also potent was Like Someone in Love from Denmark with $21,300 at three sites.

Weekend revenues popped up to roughly $140 million for a sizeable 36% boost from seven days back. However, it wasn’t sufficient to stave off a 12% erosion from 2012 when holdovers of Safe House and The Vow led the field and newcomers Ghost Rider: Spirit of Vengeance and This Means War sputtered at the starting gate.

After a six-year hiatus, the fifth installment of the Die Hard franchise was expected to blow away the competition. Most of the new-title jump started the weekend with Thursday Valentine’s Day bows and the winner (by a whisker) was Safe Haven. A Good Day to Die Hard should wind up with about $37 million at the end of the long weekend but trackers were indicating considerably strong business in the region of $45 million.

The film not surprisingly skewed male with a 55% share according to exit demos. But it was also disappointingly older with 65% of the audience aged over 25.

Conversely, there were Nicholas Sparks’ Safe Haven that topped tracking projections. Again it came as little surprise that the initial crowd was 71% female but the edge came from a surprisingly fierce younger crowd, with 68% of weepers aged 25 and younger.

Escape from Planet Earth nicely filled the gap for family animated fare.

Strong holdover business left Beautiful Creatures with little more than scraps to forage over. The hybrid yarn proved difficult to market with its mix of traditional romance and offbeat occult elements and the film suffered from the second (or third) choice dilemma. Its demos revealed an audience that was 57% female and a carbon copy 57% aged 25-years and more junior. However, its potential crowd largely opted for the more traditional romance.

Apart from a surge for the Oscar shorts package, the contenders crowd was doing its best to keep up a little steam for the big event seven days hence. Expect some token theatrical bump for the big winners while the major rewards are now being engineered for ancillary exploitation.

Weekend (estimates) February 15 – 17, 2013
Title Distributor Gross (avg) % chng Thtrs Cume
A Good Day to Die Hard Fox 24.9 (7,010) NEW 3553 33.2
Identity Thief Uni 23.4 (7,390) -32% 3165 70.7
Safe Haven Relativity 21.5 (6,660) NEW 3223 30.3
Escape from Planet Earth Weinstein Co. 15.9 (4,840) NEW 3288 15.9
Warm Bodies Lionsgate 9.1 (3,130) -20% 2897 50.3
Beautiful Creatures WB 7.4 (2,520) NEW 2950 10
Side Effects Open Road 6.3 (2,410) -32% 2605 19.1
Silver Linings Playbook Weinstein Co. 6.0 (2,730) -6% 2202 98.4
Hansel and Gretel: Witch Hunters Par 3.5 (1,650) -40% 2103 49.7
Zero Dark Thirty Sony/Alliance 3.0 (1,950) -26% 1522 87.9
Mama Uni/eOne 2.8 (1,680) -35% 1648 68.2
Argo WB 2.2 (2,410) 19% 903 126.8
Lincoln BV 1.6 (1,600) -14% 1007 176.2
Django Unchained Weinstein Co. 1.5 (1,460) -36% 1017 157
Life of Pi Fox 1.5 (2,270) -16% 647 110.8
Quartet Weinstein Co. 1.3 (3,960) 40% 333 6.9
The Hobbit: An Unexpected Journey WB 1.0 (1,600) -34% 605 299.8
Les Miserables Uni .84 (1,240) -46% 676 145.5
Wreck-It Ralph BV .78 (1,540) -27% 506 185.5
Amour Sony Classics .68 (2,220) 82% 306 3.9
The Impossible Lionsgate .46 (1,020) -52% 422 17.5
Parental Guidance Fox .45 (750) -58% 603 75.1
Parker FilmDistrict .42 (600) -77% 705 17
Rise of the Guardians Par .40 (1,190) 59% 338 101.4
2013 Oscar Shorts ShortsHD .38 (1,250) -1% 305 1.5
Weekend Total ($500,000+ Films) $135.20
% Change (Last Year) -12%
% Change (Last Week) 36%
Also debuting/expanding
The Berlin File CJ Entertainment .14 (7,080) 20 0.14
Singh vs. Kaur Gurfath .12 (4,880) 24 0.12
No Sony Classics 69,700 (17,680) 4 0.07
The Gatekeepers Sony Classics 42,500 (10,620) 1% 4 0.21
Lore Music Box 37,400 (4,670) 19% 8 0.08
Like Someone in Love IFC 21,300 (7,100) 3 0.02
Murder 3 Fox Intl 15,200 (1,270) 12 0.02
The Power of Few Steelyard 8,600 (4,300) 2 0.01
Saving Lincoln Lane Street 8,100 (880) 9 0.01
Okkadine Supreme 4,400 (200) 22 0.01
Domestic Market Share (January 1 – February 14, 2013)
Distributor (releases) Gross Percentage
Universal (5) 209.9 18.70%
Weinstein Co. (5) 156.9 14.00%
Warner Bros. (8) 143.4 12.80%
Lions Gate (9) 112.6 10.10%
Paramount (8) 111.1 9.90%
Sony (4) 94.9 8.50%
20th Century Fox (6) 91.6 8.20%
Buena Vista (5) 62.9 5.60%
Open Road (3) 51.4 4.60%
Film District (3) 18.2 1.60%
Relativity (2) 17.6 1.60%
Alliance/eOne (3) 14.3 1.30%
Focus (3) 13.4 1.20%
Other * (43) 21.8 1.90%
1120 100%

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Leonard Klady's Friday Estimates
Friday Screens % Chg Cume
No Good Deed Sony 8.8 2175 NEW
Dolphin Tale 2 WB 4.2 3656 NEW
Guardians of the Galaxy BV 2.1 3104 -23%
The Drop Searchlight 1.4 809 NEW
Let's Be Cops Fox 1.3 2755 -19%
Teenage Mutant Ninja Turtles Par 1.2 2957 -22%
If I Stay WB 1.2 3040 -27%
The November Man Relativity/VVS 0.85 2702 -34%
The Giver Weinstein Co, 0.75 2253 -25%
When the Game Stands Tall Sony 0.7 2435 -26%
Also Debuting
Atlas Shrugged: Who is John Galt? Atlas 0.17 242
Finding Fanny Fox Intl 0.17 121
Power CineGalaxy 0,11 88
The Skeleton Twins Roadside 0.1 15
My Old Lady Cohen Media 33,300 11
Goreyan Nu Daffa Karo Speed 31,800 27
The Pirates Well Go 26,800 25
The Disappearance of Eleanor Rigby Weinstein Co, 21,000 4
The Gifted ABS 12,200 20
Take Me to the River Abramorama 9,900 11
Believe Excel 8,400 37
The Green Prince Music Box 7,000 4
Born to Fly Aubin 2,950 1
The Quitter Goodface 2,900 1
108 Stitches FreeStyle 2,200 12
Anukshanam Vega 2,200 13
Bird People IFC 1,950 1
Honeymoon Magnolia 1,700 2
I Am Eleven Intl Film Circuit 1,550 2
Smiling Through the Apocalypse First Run 1,500 1
The Man on Her Mind Paladin 1,100 7
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