SUNDAY 1 AM, 4TH UPDATE: With the 65th Emmys broadcasting this weekend, Hollywood is only talking television, television, television. Yes, I’ll be interrupting my vacation and live-snarking the small screen awards starting Sunday at 5:00 PM PT. But only because the Academy of Television Arts & Sciences was hoping I wouldn’t. As for the big screen, total moviegoing should be only $75M, or -9% from last year. Both Hugh Jackman and Jake Gyllenhaal plugged, plugged, plugged Prisoners (playing in 3,260 theaters) to a $7M opening Friday and then up +28% to $9M Saturday for a decent $21.4M domestic weekend. Their pairing didn’t produce the hype that Christian Bale or Leonardo DiCaprio might have as originally planned. But Jackman and Gyllenhaal did their jobs to open this R-rated Alcon Entertainment developed, financed, and produced dark kidnapping thriller distributed by Warner Bros to a $20+M debut like stars should. (Who was the bigger draw? Definitely Hugh… Jake usually can’t open an envelope.) Prisoners is the 2nd biggest three-day opening for Alcon founders Broderick Johnson and Andrew Kosove behind Blind Side‘s $34.1M.
With a ‘B+’ CinemaScore despite a longish 2 hour, 26 minute running time, pic had a lean budget of $46M and a stellar supporting cast (Viola Davis, Terrence Howard, Melissa Leo). During a slow September, this adult drama directed by Denis Villeneuve (Foreign Language Oscar nominee Incendies) and written by Aaron Guzikowski (whose script wound up on Hollywood’s prestigious Black List) could have legs here and overseas. The marketing strategy was “to sell a visceral, taut, beautifully made thriller with powerhouse performances that asks the question, ‘What would you do if this happened to you?'” Warner Bros Pictures’ Worldwide Marketing President Sue Kroll tells me. The film emerged with great buzz from the Telluride and Toronto Film Festivals from cinefile and mainstream media. (EW critic Owen Gleiberman ranked it with classic vengeance films Straw Dogs, Death Wish, and Kill Bill.)
This weekend’s new underperformer is Sony Pictures’ Screen Gems 3D teen dance pic Battle Of The Year (released into a middling run of 2,009 theaters) which dropped from #4 to #5. Inspired by director Benson Lee’s award-winning documentary Planet B-Boy, and co-written by Brin Hill (Won’t Back Down), pic stars Josh Holloway (Lost) and Grammy bad boy Chris Brown, it’s obviously a tired genre despite a fresh ‘A-‘ CinemaScore from audiences. So Friday’s $1.4M and Saturday’s $2.0M (+45%) for the $4.6M weekend is half what the studio was forecasting for pic’s $20M-range cost. Media campaign was designed around television especially to target young females, clubbers, and urban audiences. Integrations and takeovers included Fox’s So You Think You Can Dance where dancers from the film performed on-air during the show’s finale, and BET’S 106 & Park where the winner of a national dance contest performed during a special BOTY cast show. Online and social media included Tumblr, VEVO, Buzznet, Instagram, Vine and hip hop sites.
No updated numbers yet for the following: The Wizard Of Oz: IMAX 3D, whose pre-sales big online ticketseller Fandango proclaimed were “looking great and powerful” in limited release. The PG upgrade of the 1939 classic released into 318 theaters and made $750K Friday and is targeting $2.8M this weekend. Platforming in 5 theaters this weekend is Universal/Imagine’s Ron Howard’s Formula One critical darling Rush starring Chris Hemsworth, for $66K Friday and a $223K weekend. Pic opens wider on September 27th when I’ll post a full report and see if car racing pics are cursed at the box office. Fox Searchlight’s James Gandolfini-Julia Louis-Dreyfus comedy written and directed by Nicole Holofcener, Enough Said, opened Wednesday in 4 runs. With $62K Friday and a $210 weekend, one of the final movies from The Sopranos star has a cume of $263K.
Here’s the partial Top Ten list based on weekend estimates:
1. Prisoners (Alcon/Warner Bros) NEW [Runs 3,260] R
Friday $7.0M, Saturday $9.0M, Weekend $21.4M
2. Insidious: Chapter 2 (FilmDistrict) Week 2 [Runs 3,155] PG13
Friday $4.6M, Saturday $6.3M, Weekend $14.2M (65%), Cume $50.5M
3. The Family (Relativity) Week 2 [Runs 3,091] R
Friday $2.0M, Saturday $3.1M, Weekend $7.0M (-50%), Cume $25.6M
4. Instructions Not Included (Lionsgate) Week 4 [Runs 978] PG13
Friday $1.3M, Saturday $2.0M, Weekend $5.7M, Cume $34.2M
5. Battle Of The Year (Screen Gems/Sony) NEW [Runs 2,008] PG13
Friday $1.4M, Saturday $2.0M, Weekend $4.6M
6. We’re The Millers (New Line/Warner Bros) Week 7 [Runs 3,008] R
Friday $1.3M, Saturday $2.1M, Weekend $4.5M, Cume $138.0M
7. Lee Daniels’ The Butler (Weinstein) Week 6 [Runs 2,931] PG13
Friday $1.1M, Saturday $2.0M, Weekend $4.3M, Cume $106.4M
8. Riddick (Universal) Week 3 [Runs 3,022] R
Friday $1.0M, Saturday , Weekend $3.4M, Cume $37.0M
9. Wizard of Oz: IMAX 3D (Warner Bros) NEW [Runs 318] PG
Friday $751K, Saturday , Weekend $2.8M
10. Planes (Disney) Week 7 [Runs 2,446] PG
Friday $531K, Saturday , Weekend $2.5M, Cume $86.2M
Rush (Imagine/Universal) NEW [Runs 5] R
Friday $66K, Saturday , Weekend $223K
Enough Said (Fox Searchlight) Week 1 [Runs 4] PG13
Friday $62K, Saturday , Weekend $210K, Cume $263K
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