By Todd Allen
What if they released Tom Cruise and Adam Sandler Movies, but nobody cared? That’s pretty much what happened this weekend. In what’s turning out to be a real Geek Chic summer, the top 10 this week was 4 SF/F films and a cartoon at #1.
Madagascar 3 stayed at the #1 slot with an estimated $35.5M, according to Box Office Mojo. Figure there’s a good chance Brave will be the #1 cartoon next week, but Madagascar is making the most of it’s window of limited competition and has pocketed over $120M heading into the work week.
Prometheus, one of the most divisive films of recent memory, dropped 60% from last week for $20.2M. That’s a bigger drop than you’d like to see from the first week. The comparison people using the bad word of mouth argument are making is to Green Lantern, and it’s a mixed bag. Green Lantern dropped 66% for week 2. However, Prometheus dropped a very Green Lantern like 73% from opening Friday to the Friday of week 2. Week 2, however, did not have both Saturday and Sunday grossing less than Friday. Has there been bad word of mouth on Prometheus? Oh, absolutely. There’s also a contingent who love it. Not much middle ground on this picture and that’s probably partially responsible for an excessive (but not unheard of) dip. I do think there’s a possibility that week 1′s results were a little skewed by a high turnout of core fans on Friday. At any rate, Prometheus is not quite at $89M and might break $100M by next week.
Snow White and Thor managed to beat out Adam Sandler’s That’s My Boy, for the #4 slot, but $13.8M didn’t beat Rock of Ages’ $15M. It wasn’t that far away from being #3, though. So the summer comedies laid an egg.
Men In Black 3 was #6 with $10M. It’s domestic total is up to $152.6M. You have to think Sony was expecting a little more, but Avengers seems to have sucked a lot of the air out of it. Speaking of Avengers, it drew $8.8M in it’s 7th week. Here’s where it gets interesting when you compare MiB3 and Avengers. MiB3 is in it’s 4th week. It’s per screen average was $3,190 at 3,135 screens. It’s weekend total dropped 28%, which isn’t bad. Avengers had a per screen average of $3,427 at 2,582 screens. It’s weekend total dropped 21.3%. Avengers and MiB3 seem to have been moving in tandem. Their screen averages are similar, though Avengers is now higher per screen. Their weekly revenue drops have been similar, though Avengers dropped a bit less. MiB3 is just holding on to more screens right now. Of course, Avengers is way ahead with $586.7M in domestic box office.
I suspect MiB 3 and Avengers both benefited from the public’s collective yawn at Rock of Ages and That’s My Boy. Avengers shed another 547 seats, but is still getting a respectable screen average. The question remains how long it can hold on to screens.
Next week sees two big debuts: Brave from Disney/Pixar gets 4000 screens and will take a bite out of Madagascar 3. Speaking of taking a bite, the heavily advertised Abraham Lincoln: Vampire Hunter joins that SF/F rotation with 3,000 seats. We’ll see what it’s arrival does to the Avengers/MiB3/Snow White and Thor/Prometheus mix.
After that, SF/F takes a week off and Spidey arrives on July 3rd.
I can understand why the GI Joe sequel was pulled and rescheduled. While not completely in SF/F land, it certainly would be competing in a crowded landscape and Battleship appears to have been pushed out (#11/ $1.2M and a meager $62M domestic). With Spidey and Batman looming in the near future, things aren’t going to get less crowded. The question is how much room there is for non-genre in the next couple weeks?