UPDATE, 1:48 PM, Midday Industry EstimatesUniversal’s Furious 7 is currently clocking a $4.7M fourth Friday, tailing furious 7Lionsgate/Lakeshore’s period romance The Age Of Adaline which looks to woo the bulk of today’s audiences with $5.5M (that includes last night’s $575K). Despite the Blake Lively win, F7 looks to pull ahead for FSS with $15.7M at 3,808 venues and a total cume by EOD Sunday of $318M. Age Of Adaline with 2,991 engagements is projected at $13.6M per industry estimates.

Sony’s Paul Blart: Mall Cop 2 looks to secure $3.77M at 3,633 venues for a weekend of $13.1M and a 10-day cume by Sunday of $41.6M.

DreamWorks Animation’s Home from 20th Century Fox should rank fourth for the weekend with $7.5M and a fifth weekend running cume of $153M. For Friday, industry estimates predict Home will gross $1.74M.

Uni/Blumhouse’s Unfriended looks to take $2.1M today at 2,775 with a weekend of $6.3M and a 10-day cume by EOD Sunday of $25.2M.

ex machina Also popping on the charts is A24’s Ex Machina at 1,255 locations. Friday should ring up $1.5M for the Alex Garland sci-fi film and a three-day of $4.3M, for a three-weekend running cume of $5.65M. If that estimate holds through the weekend, it will beat the wide expansion FSS of It Follows, which made $3.8M at 1,218 in its third frame.

Earlier today, the weekend for Open Road’s Little Boy was projected to be just over $1M. Further analysis tonight.

PREVIOUS, 8:24 AM: Lakeshore’s The Age Of Adaline from Lionsgate minted $575K at Thursday showings last night, which kicked off at 7 PM. Pic is expected to hit $15M and will potentially unseat Sony’s Paul Blart: Mall Cop 2 for second place. That pic is expected to gross $12.5M. Universal’s Furious 7 is expected to hold No. 1 for its fourth weekend in a row with a haul that could hit between $17M-$20M. Yesterday at CinemaCon, F7 headliner Vin Diesel announced the eighth installment of the franchise which is hitting multiplexes on April 14, 2017.
According to social media monitor RelishMix, Age Of Adaline tallied 13M YouTube views with 1.2M in the last week. That’s about 3M below what The Longest Ride, another film that targeted females, had amassed on YouTube prior to its $13M opening. By comparison, The Longest Ride made $625K at its Thursday showings two weeks ago. The earned, owned ratio of reposted video sits at 8 to 1 which is on par for a romantic drama. Facebook reach built to 3.9M, which includes Blake Lively who’s only posted 5 times on her official Facebook and has 1.2M fans. The Longest Ride, fueled by author Nicholas Sparks’ fans, drew 18M millennial females to its Facebook content.
The Age Of Adaline is one of two new wide releases this weekend along with Open Road’s Little Boy which is making a play for Faith-based audiences. In the Furious 7-heavy box office environment, a number of arthouse films are expanding, providing upscale audiences with other alternatives, read A24’s Ex Machina expands to over 1,200; Fox Searchlight’s True Story expands slightly from 831 to 853 venues; and Warner Bros. opens Russell Crowe’s The Water Diviner in 320 locales (70 of which are Imax).