6TH UPDATE, MONDAY, 3:29 PM: Universal Pictures’ The Boss just elbowed out Warner Bros.’ superheroes this weekend to take the No. 1 spot after Batman v Superman dropped over a hundred theaters and also took another 54% decline in its third weekend out. This is the first time many can remember where a Thursday preview number ended up making the difference between the No. 1 and No. 2 spots. The Boss grossed $985K on Thursday night, which was then folded into the Friday night gross number for the three-day weekend cume (as has been industry practice). There was only $223,566 difference between the two pictures.
Next weekend, Jon Favreau’s The Jungle Book and Barbershop: The Next Cut unleashes in theaters and is expected to fire up audiences across the nation. Those two films could end up pulling in close to $100M between them as Jungle Book is looking to make in the $70Ms and Barbershop in the mid-$20Ms, according to early tracking. Here are the box office Top 20:
Monday grosses updated by Anita Busch
1). The Boss (UNI), 3,480 theaters/ 3-day cume: $23.58M / Per screen average: $6,778 / Wk 1
2). Batman v Superman (WB), 4,102 theaters (-154) / 3-day cume: $23.3M / Per screen: $5,696 / Total Cume: $296.6M / Wk 3
3). Zootopia (DIS), 3,444 theaters (-254) / 3-day cume: $14.3M / Per screen: $4,165 / Total Cume: $296M / Wk 6
4). My Big Fat Greek Wedding 2 (UNI), 3,027 theaters (-152) / 3-day cume: $6.4M / Per screen: $2,139 / Total Cume: $46.8M /Wk 3
5). Hardcore Henry (STX), 3,015 theaters / 3-day cume: $5.1M / Per screen: $1,694 / Wk 1
6). Miracles From Heaven (SONY), 2,783 theaters (+372) / 3-day cume: $4.7M / Per screen: $1,691 / Total Cume: $53.7M / Wk 4
7). God’s Not Dead 2 (PURE), 2,379 theaters (-40) / 3-day cume: $4.2M (-44%) / Total cume: $14M / Wk 2
8). The Divergent Series: Allegiant (LG), 2,503 theaters (-515) / 3-day cume: $3.5M / Per screen: $1,406 / Total cume: $61.7M / Wk 4
9). 10 Cloverfield Lane (PAR), 1,886 theaters (-625) / 3-day: $2.9M / Per screen: $1,540 / Total cume: $67.8M / Wk 5
10). Eye in the Sky (BLST), 1,089 theaters (+60) / 3-day cume: $2.89M / Per screen: $2,660 / Total Cume: $10.47M/ Wk 5
11). Meet the Blacks (FREE), 1,007 theaters (-8) / 3-day cume: $2.27M (-49%) / Per screen: $ / Total Cume: $7.5M / Wk 2
12). Deadpool (FOX), 1,435 theaters (-533) / 3-day cume: $2M / Per screen: $1,453 / Total cume: $7.3M / Wk 9
13). Hello, My Name Is Doris (RSA), 979 theaters (+16) / 3-day cume: $1.6M / Per screen: $1,645 / Total cume: $9.3M / Wk 5
14). Midnight Special (WBros.), 493 theaters (+435) / 3-day cume: $1.1M / Per screen: $2,293 / Total cume: $2.27M / Wk 4
15). Demolition (FSL), 854 theaters / 3-day cume: $1M / Per screen: $1,286 / Wk 1
16). London Has Fallen (FOC), 914 theaters (-596) / 3-day cume: $965K / Per screen: $1,057 / Total cume: $60.7M / Wk 6
17). Everybody Wants Some!! (PAR), 63 theaters (+44) / 3-day cume: $488K (+56%) / Per screen: $7,749 / Total cume: $952K / Wk 2
18). Kung Fu Panda 3 (FOX), 341 theaters (-55) / 3-day cume: $443K / Per screen: $1,301 / Total cume: $140.9M / Wk 11
19). Star Wars: The Force Awakens (DIS), 346 theaters (-116) / 3-day cume: $378K / Per screen: $1,095 / Total cume: $935.5M / Wk 17
20). I Saw The Light (SPC), 548 theaters (-193) / 3-day cume: $290K / Per screen: $530 / Total cume: $1.3M / Wk 3
5TH WRITETHRU, SUNDAY 9:17 AM: Universal executives have something to crow about this morning: Melissa McCarthy’s The Boss swatted away Warner Bros’ Batman V Superman: Dawn Of Justice from No. 1 after its two-weekend hold. The studio-reported projections for each title are $23.48M and $23.435M, respectively. While that appears to be a dead heat on paper, one rival studio report shows The Boss with a very distinctive lead, closer to $24M, with a margin of $900K. Another shows The Boss leading by $600K over BvS. Essentially rivals are projecting that The Boss will have the better Saturday-to-Sunday hold over BvS, -35% to -40%.
“We celebrate Melissa McCarthy and The Boss, and love that the public is embracing the movie as the leading offering this weekend,” said Universal distribution chief Nicholas Carpou. The studio does take pride in McCarthy after her breakout turn in Bridesmaids ($169.1M), which earned her a Best Supporting Actress Oscar nomination, and her follow-up success with Identity Thief ($134.5M).
Kudos to Uni distribution for choosing the right spot on the calendar for this R-rated, female-targeted comedy. They waited until BvS let out its air, then took advantage of the marketplace which lacked a solid fun draw for females. By the way, that was a similar tactic Warner Bros. took with Tammy, McCarthy’s first title directed by husband Ben Falcone (FSS: $21.6M). During the early part of July 2014, there wasn’t a R-rated flick for women, so Tammy fit the bill. So much for a three-weekend run at No. 1, Bruce and Clark. Similar to CinemaScore, ComScore’s PostTrak also spotted older women in the theater for The Boss with 59% female , with 70% over 25.
Even though BvS made more than The Boss on Saturday, $10.7M-$9.7M, the McCarthy movie had the upper hand Friday night with an extra $2M over BvS.
While The Boss is set to rank as McCarthy’s third No. 1 opener after Identify Thief ($34.6M) and Spy ($29M), we can’t escape the fact that her box office openings have gradually lowered, with Boss being 19% off from Spy. It’s common knowledge that stars alone don’t open movies anymore; however, McCarthy is a rare breed alongside Leonardo DiCaprio and Channing Tatum who can still reel in a crowd on their names alone. Case in point: 79% of the crowd came out for McCarthy this weekend. Star power is something to be precious about, and sharp decisions about a headliner’s attachment to A material, directors and co-stars need to be continually assessed. The Boss was a passion project of McCarthy and Falcone’s, with the actress having nurtured the character of Michelle Darnell at the Groundlings sketch/improv theater in L.A.
However, the takeaways for The Boss aren’t dissimilar to BvS: Just because a movie opens to great B.O., if fans and critics have panned the property or star, well, then it’s time for all those involved to pay attention, particularly as they build projects going forward. PostTrak’s 69% positive score for The Boss is lower than CinemaScore’s C+, and only 51% of the audience said it would recommend the McCarthy title to their friends, which isn’t good. Just because you can build a McCarthy comedy cheaply, rely on her multiple, throw it on a screen and profit, doesn’t mean she should be aligned to any wacky concept or passion project. There was a time when Nicolas Cage opened tentpoles, but the actor’s overindulgence in cookie-cutter actioners has relegated him to just that. Following the critical consensus that BvS was too moody and too dark, Warner Bros. reportedly ordered reshoots on Suicide Squad to make it more fun. When married to the right material, director, and concept, there is potential for a McCarthy comedy to blow the roof off the theater. Let’s hope her reunion with Paul Feig and Kristen Wiig on Ghostbusters is just that.
BvS’ stateside cume through three weekends resides at $296.7M; add in a $486.8M updated overseas total and the DC superhero fisticuffs movie is at $783.5M global. Final landing stateside for BvS is between $325M-$335M. Disney’s mighty Zootopia, after a $6.7M Saturday that was +97% over Friday, is looking at a sixth weekend of $14.3M in third, bringing its total domestic B.O. to $296M. At some point during the upcoming CinemaCon week, both studios can celebrate their movies crossing the $300M mark, becoming the second and third titles to do so after Deadpool ($358.2M by EOD Sunday) this year.
Universal also has Gold Circle/HBO/Playtone’s My Big Fat Greek Wedding 2 in fourth place with an estimated $6.4M and a running cume through three weekends of $46.8M.
Do video-gamers who like first-person shooter games want to see an action movie from a first person POV? That’s the question that STX Entertainment tried to answer this weekend with its $10M Toronto Film Festival acquisition Hardcore Henry. The answer was largely “no,” with Henry earning a C+ CinemaScore, 68% total positive from PostTrak, and a paltry $5.1M fifth-place opening. STX is reportedly exposed (including P&A) for $2M-$5M, and this film will be lucky to make $12M domestic. Industry projections had Henry debuting to $7M-10M leading into the weekend. Only 53% of those who watched Henry say they’d give it a thumbs-up to their friends.
STX felt they had something novel here, in the vein of the Wachowskis’ bullet-time breakthrough in The Matrix, but the reports we keep hearing is that Henry just made everyone sick. STX went after a very specific male audience of ages 17-34 — the vid game crowd. The studio reports that they got their butts in seats, with 72% saying they currently play first-person shooter video games like Call Of Duty, Halo or Counter Strike. Overall, guys at 76% showed up for Henry with 67% of the crowd repped by the 17-34 demo. The campaign was specifically tailored across video games, digital and specific TV channels. iSpot.TV reports that STX only spent $9M on TV spots and media, which is a thrifty and targeted number when compared to the $25M-$35M the majors will spend on a four-quad movie.
In the showdown between faith-based titles, Sony/Affirm’s Miracles From Heaven‘s fourth frame rose above Pure Flix’s God’s Not Dead 2‘s sophomore session, $4.8M to $4.3M.
Previous updates on this weekend’s B.O. are at the related link above.
Below are the studio-reported figures for the weekend of April 8-10 as of Sunday AM:
1). The Boss (UNI), 3,480 theaters/ $8.1 Fri.*/$9.7M (+20%)/$5.68M (-41%)/ 3-day cume: $23.48M/ Wk 1
2).Batman v Superman (WB), 4,102 theaters (-154)/ $6.1M Fri./$10.7M Sat. (+75%)/$6.6M Sun. (-38%)/ 3-day cume: $23.43M (-54%)/Total Cume: $296.7M/ Wk 3
3). Zootopia (DIS), 3,444 theaters (-254)/ $3.4M Fri. /$6.7M Sat. (+97%)/$4.1M Sun (-39%)/ 3-day cume: $14.3M (-29%)/Total Cume: $296M/Wk 6
4). My Big Fat Greek Wedding 2 (UNI), 3,027 theaters (-152)/ $1.85M Fri. /$2.9M (+59%) Sat./ $1.65M (-43%) Sun./3-day cume: $6.4 (-43%)/Total Cume: $46.8M /Wk 3
5). Hardcore Henry (STX), 3,015 theaters/ $2M* Fri./$1.87M (-7%) Sat/$1.2M (-36%) Sun/ 3-day cume: $5.1M/ Wk 1
6). Miracles From Heaven (SONY), 2,783 theaters (+372)/ $1.28M Fri. /$2.1M Sat. (+64%)/$1.5M Sun. (-29%)/ 3-day cume: $4.8M (-39%)/Total Cume: $53.9 M/ Wk 4
7). God’s Not Dead 2 (PURE), 2,379 theaters (-40)/ $1.2 Fri ./$1.6M Sat. (+33%) /$1.49M (-7%) Sun./ 3-day cume: $4.3M (-43%)/Total cume: $14.1M/ Wk 2
8). Allegiant (LG), 2,503 theaters (-515)/ $1M Fri./$1.6M Sat. (+60%)/$953K Sun. (-42%)/ 3-day cume: $3.6M (-38%)/Total cume: $61.8M/Wk 4
9). 10 Cloverfield Lane (PAR), 1,886 theaters (-625)/ $844K Fri. /$1.376M (+63%)/Sun. $780K (-43%)/ 3-day: $3M (-39%)/Total cume: $67.9M / Wk 5
10). Eye in the Sky (BLST), 1,089 theaters (+60)/ $825k Fri. / $1.37M Sat. (+66%) /$635K Sun (-54%)/3-day cume: $2.83M (-28%)/Total Cume: $10.4M/ Wk 5
Meet the Blacks (FREE), 1,007 theaters (-8)/ $575K Fri /$920K Sat.(+60%)/$775K Sun.(-16%)/ 3-day cume: $2.27M (-43%)/Total cume: $7.5M/ Wk 2
Demolition (FSL), 854 theaters / $362K Fri/ $473K Sat. (+31%)/$290K (-39%)/3-day cume: $1.1M/ / Wk 1