The studios are elated because box office numbers coming in this morning for Tuesday’s Valentine Day are above and beyond their wildest expectations. In particular, Sony Pictures/Screen Gems’ romantic tearjerker The Vow made a whopping $11.6M for the biggest mid-week Valentine’s Day gross ever (beating the $7.5M for 2005’s Hitch on Valentine’s Day which fell on a Monday). That’s +251% from Monday’s take. Developed and produced by Spyglass Entertainment, The Vow‘s 5-day take is now $56.2M. Even Universal’s actioner Safe House made $6M, or +109% bigger than Monday’s, for a cume of $49.2M now. Betcha women wanted to see Denzel Washington. And Warner Bros’ Journey 2 also may seem like an odd choice for Valentine’s Day, unless you love The Rock like I do — but still came in with $2.4M, or +89% over Monday, for a cum of $31M. CBS Films’ Woman in Black dack for a day with $1.7M, or +196% for a cume of $37.5. Fox’s Chronicle came in #5 with $1.4M, or +81% and cume of $42.1M. Not commenting on the ability of Star Wars fans to come up with dates, but Phantom Menace 3D dropped to #6 with $1.1M, up a hard-earned +22% from Monday and cume of $25.6M.
As you know, I reported exclusively last week that Fox waved the white flag on opening This Means War on Valentine’s Day as originally planned because the pic’s poor tracking hadn’t picked up. The studio sneaked it last night — one showing only in about 2,500 theaters across the country — with the hope that good word of mouth would spread before its new release date of this Friday. (Grosses will be included in Friday’s number.) The studio tells me that strategy may be working:
Last night we had an excellent Valentine’s Day sneak preview. This primetime show grossed in the neighborhood of $1.65M with hundreds of theatres reporting sellouts in markets big and small and some even adding shows. Our top theatre list includes theatres from LA, Oklahoma City, Salt Lake City, Boston, New York, Seattle, and El Paso indicating a widely balanced geographic appeal. Exhibitors have reported terrific reactions across the board and are sensing good momentum going into our opening weekend. Sneaks were attended primarily by couples but the age range was broad ranging from teens up to 40s and 50s. Reactions from the field seem to echo our exit polls from last night which showed very positive, above average response and above average definite recommend.