Daddy’s Home is off to a fantastic start this Christmas morning, having hauled in a total of $1.2M in Thursday previews as moviegoers are clearly ready for another comedy. The film, starring Will Ferrell and Mark Wahlberg, played in 1,920 locations last night, starting at 7 PM. Both actors are big social media stars and are driving marketing of the the film, especially online. Ferrell is one of those stars every studio marketing team loves to have in that he will promote anywhere doing almost anything. We expect Daddy’s Home to open in the upper $20Ms for Red Granite and Paramount Pictures and it should have a very decent multiple.
Daddy’s Home comp titles are Parental Guidance which Fox opened on Christmas Day in 2012 and had an opening weekend of $14.5M.
Traditionally PG-type comedies like Daddy’s Home (which is rated) do very well at Christmas and it has some competition in that category, but Christmas Day usually depends on three demo groups — Non Christians, older males and African Americans. The industry right now is counting out both Point Break and Concussion, but if you use those rules both should do fine Christmas Day. However, what they do afterwards is a big question mark.
Daddy’s Home is coming into the weekend as the second highest in advanced ticket sales, behind (what else?) Star Wars: The Force Awakens which is expected to have another huge day today. In fact, today is the third highest day for Star Wars advanced ticket sales so we expect an eye-popper.