Update, Monday Actuals: No real big swings here in the actuals with Sony’s Chappie coming in on target with its Sunday FSS estimate of $13.3M. Together with overseas the Neill Blomkamp film made $27M worldwide over the weekend, with a notable turnout in Asia. Total weekend came in slightly higher than what Rentrak saw yesterday with $88.789M, but it’s still a downer overall with the frame being the first to chart below $100M since Dec. 12-14 last year. That figure is close to 40% off from the same frame a year ago. All hope resides on Walt Disney’s Cinderella this weekend to turn the current rotten pumpkin B.O. climate into a ball at an estimated 3,600 venues. Liam Neeson is back with his seasonal actioner Run All Night from Warner Bros. which will bow in 3,150.
Among benchmarks, 20th Century Fox’s Kingsman: Secret Service is poised to cross $100M while Weinstein Co.’s The Imitation Game is nearing $90M. Janus’ re-release of the late Albert Maysles’ Grey Gardens had the best per theater this weekend at one location with $13,845. Abramorama’s doc about stage magician-turned-paranormal skeptic James Randi, logged $6,910 per theater at two hubs. An Honest Liar, Fox Searchlight’s The Second Best Exotic Marigold Hotel charted $5,429 per locale from 1,573 playdates.
Top 20 box office actuals for the weekend of March 6-8 per Rentrak Theatrical:
1). Chappie (Sony), 3,201 theaters /$4,170 PSA/3-Day: $13.35M/Wk 1
2). Focus (WB), 3,323 theaters/3-Day: $10M (-46%)/$3,012 PSA/Total Cume: $34.56M/Wk 2
3). The Second Best Exotic Marigold Hotel (FSL), 1,573 theaters/$5,429 PSA/3-Day: $8.54M/Wk 1
4). Kingsman: The Secret Service (FOX), 3,101 theaters (-181) /3-Day: $8.3M (-30%)/ PSA $2,681/Total Cume: $98.04M/ Wk 4
5). The SpongeBob Movie: Sponge Out of Water (PAR), 3,097 theaters (-370) /3-Day: $6.66M (-38%)/$2,152 PSA/Total Cume: $148.7M/ Wk 5
6). Fifty Shades Of Grey (UNI/Focus), 2,788 theaters (-595) /3-Day: $5.52M (-48%)/$1,980 PSA/Total Cume: $156.4M/ Wk 4
7). McFarland USA (DIS), 2,792 theaters (+27)/ 3-Day: $5.2M (-33%)/$1,871 PSA/Total Cume: $29.3M/ Wk 3
8). The Lazarus Effect (REL), 2,666 theaters (0)/3-Day: $5.08M (-50%)/$1,904 PSA/Total Cume: $17.4M/ Wk 2
9). The Duff (CBS/LGF), 2,559 theaters (-63)/3-Day: $4.79M (-30%)/$1,871 PSA/Total Cume: $26.05M/ Wk 3
10). Unfinished Business (Fox), 2,777 theaters /$1,719 PSA/3-Day: $4.77M/Wk 1
11). American Sniper (WB), 2,545 theaters (-369)/3-Day: $4.4M (-40%)/ $1,729 PSA/Total cume: $337.1M/ Wk 11
12). Still Alice (SPC), 1,197 theaters (-121) /3-Day: $1.58M (-41%) /Total cume: $14.7M /Wk 8
13.) Paddington (TWC) 1,135 theaters (-286)/3-day $1.26M (-30%)/$1,114 PSA/Total cume: $72.06M/Wk 8
14.) The Imitation Game (TWC), 862 theaters (-241)/3-day $1.119M (-40%)/$1,298 PSA/Total cume: $88.4M/Wk 15
15.) Jupiter Ascending (WB), 943 theaters (-602)/3-day: $1.117M (-47%)/ $1,185 PSA/Total cume: $45M/Wk 5
16.) A La Mala (LG),384 theaters/3-day $828K (-41%)/ $2,157 PSA/Total cume: $2.577M/Wk 2
17.) Birdman (FSL) 777 theaters (-436)/ 3-day $718K (-63%)/$924 PSA/Total cume: $41.5M/Wk 21
18.) Hot Tub Time Machine 2 (Par) 900 theaters (-2,001)/3-day $540K (-78%)/ $600 PSA/Total cume:$11.8M/Wk 3
19.) Selma (Par), 270 theaters (-13)/3-day $372K (-17%)/ $1,379 PSA/Total cume: $50.97M/Wk 11
20.) The Wedding Ringer (Sony) 310 theaters (-232)/3-day $344K/ $1,110 PSA/Total cume: $63.5M/Wk 8
Merchants of Doubt (SPC), 4 theaters/3-Day: $18,149/$4,537 PSA/Wk 1
Grey Gardens (Janus), 1 theater/3-Day: $13,845/ $13,845 PSA/ Wk 1
An Honest Liar (ABR) 2 theaters/3-day $13,821/$6,910/Wk 1
Previous Sunday Update, 10:30AM: It was a bad box office weekend for everyone. Some chalked it up to the overabundance of R-rated fare, others the lack of zest in the offerings, and the feasible ‘my dog ate my homework’ sort of excuse sometimes murmured at this time of year: bad weather (which wasn’t as bad this weekend as several in recent weeks).
The new year had been on a roll at the box office, but not this one. This is the first weekend since Dec. 12-14 that will post less than $100M in combined box office, with $88.5M, Rentrak says. That is 17% off last weekend and 39% off a year ago, when the R-rated 300: Rise of an Empire drew $45M in its first weekend and DreamWorks Animation and Fox opened Mr. Peabody and Sherman to $32.2M.
Sony/Media Rights Capital’s R-rated sci-fi robot film Chappie is calling its weekend at $13.3M in 3,201 theaters. Warner Bros.’ Focus is filing second, with $10M in its second frame at 3,323 venues, down 46% for a 10-day running cume of $34.573M. Close to 30% of Chappie‘s ticket sales were generated from IMAX and large format venues.
As we reported yesterday, Neill Blomkamp‘s robot tale drew a mostly young male audience with 60% guys and 57% under 30.
One of the main reasons audiences said they bought tickets was Blomkamp. I’m told that whenever a director is the reason folks come out for a film the box office take is frontloaded over the weekend. That wasn’t the case with Chappie, which had a $5.27M uptick Saturday over Friday’s $4.55M. Chappie came in slightly below the studio’s $14M weekend estimate, but nobody is crying given its thrifty studio-reported cost of $49M. While the critics have typically championed Blomkamp’s work (and didn’t this time), the hope is that the film will benefit from word of mouth here and overseas.
As well, a sci-fi action film such as this is typically critic-proof (even though it opened better, 300 Rise of an Empire earned a 42% Rotten score to Chappie‘s 30% rotten). Sony looks to the film’s B CinemaScore as a sign of hope for eventual higher mid-level numbers. Blomkamp’s previous titles District 9 and Elysium made 3x their opening in the end. Nonetheless, it’s obvious that Chappie ain’t gonna leg out like those films, which respectively earned $115.6M and $93.1M.
The Second Best Exotic Marigold Hotel, from Fox Searchlight and Participant Media, proved to be the weekend’s PG oasis amid a foul-mouth robot, S&M romance, and Will Smith and Margot Robbie going kissy-kissy. It made $8.6M at 1,573 venues for a per theater of just under $5,500. Searchlight really hit an underserved audience with this film, with 60-61% of the audience being over 55 and 81% female. There were reports from theater owners that elderly women in groups came out for the film.
Marigold Hotel 2 was hot in retiree markets with six Florida theaters including Naples, Fort Meyers and Boca Raton charting in the pic’s top 10 venues. Also, the Palme D’or in Palm Desert, Calif., (co-owners include Bryan Cranston) was a top stop. New York’s AMC Lincoln Square was the top place overall for the John Madden-helmed sequel. Matinees today could push the film’s weekend ticket sales higher.
Positive reviews, including a 64 percent on the Tomatometer, have helped draw audiences to check in at Marigold Hotel 2 . Those generally positive reviews are crucial for clicking turnstiles on an arthouse film such as this. Fox Searchlight will expand the film to more than 1,800 locales next weekend. That approach is designed to draw in the target demo for Marigold Hotel 2, which doesn’t rush out in its first weekend, but takes its time in finding and getting to a film that’s drawing buzz.
Amid this weekend’s bad outcomes, it’s not a good morning for Vince Vaughn. The actor’s R-rated comedy Unfinished Business is his lowest opening ever for a wide release, with $4.8M at 2,777 theaters. That’s lower than his previous outing, Delivery Man, which bowed to $7.9M. Even worse, the film opened at 10th, when it was charting in eighth over the weekend.
So what went wrong? Essentially Vaughn has a brand of humor — the successful, down-on-his-luck guy who makes good — that audiences have grown tired with. Many distributors think he’s a massively talented, funny guy. However, at a point like this when an actor has been snake-bitten at the box office, he needs to retreat and rebrand, which is what Vaughn is doing with HBO’s second season of True Detective.
Despite Unfinished Business being Vaughn’s fifth underperforming film (less than $50M domestic) since Couples Retreat crossed $100 million in 2009, many insiders don’t believe he’s in a Chevy Chase-like recession. For reference, that actor hit B.O. lows during the early 1990s with Memoirs of an Invisible Man, $14.4M, and Nothing But Trouble at $8.5M).
The thinking is that Vaughn could climb back just like Steve Martin has throughout his career after hitting potholes (The Lonely Guy, My Blue Heaven, Mixed Nuts). Martin saw a boom in the early aughts with Cheaper by the Dozen ($138.6M) and Bringing Down the House ($132.7M). The Unfinished Business audience was 55% male, 54% over 25. Top theaters came from OK, NY and suburbs, Burbank, Texas, Calgary, DC, and Tempe.
Among holdovers, Will Smith’s Focus beat industry projections with a 46% slide in its second frame (many thought it would drop 50-55%) and a $34.57M 10-day total.
CBS/Lionsgate’s partnership on The Duff continues to hold with modest week-to-week dips. In its third sesh, it slipped 29% and currently counts a cume of $26.1M off a studio-reported $8.5M budget. The film’s cast hasn’t stopped promoting the film on social media. Stars Bella Thorne and Robbie Amell continued to make stops in theaters as late as Friday to rev fans up in person and across social media, where they’ve continued to draw a lot of attention.
Top 10 films per studio estimates:
1). Chappie (Sony), 3,201 theaters /$4.55 Fri/$5.27M Sat. (+16%)/$3.48M Sun (-34%)/$4,155 PSA/3-Day: $13.3M/Wk 1
2). Focus (WB), 3,323 theaters/$2.9M Fri/$4.45M (+53%)/$2.67M (-40%) Sun/ 3-Day: $10.02M (-46%)/$3,015 PSA/Total Cume: $34.57M/Wk 2
3). The Second Best Exotic Marigold Hotel (FSL), 1,573 theaters/$2.7M Fri/$3.6M Sat (+33%)/$2.3M (-36% /$5,467 PSA/3-Day: $8.6M/Wk 1
4). Kingsman: The Secret Service (FOX), 3,101 theaters (-181) /$2.23M Fri/$3.86M Sat (+73%)/$2.22M Sun (-43%)/3-Day: $8.3M (-30%)/ PSA $2,677/Total Cume: $98.03M/ Wk 4
5). The SpongeBob Movie: Sponge Out of Water (PAR), 3,097 theaters (-370) /$1.385M Fri/$3.257M Sat (+135%)/$2.358M Sun (-28%)/ 3-Day: $7M (-34%)/$2,260 PSA/Total Cume: $148.99M/ Wk 5
6). Fifty Shades Of Grey (UNI/Focus), 2,788 theaters (-595) /$1.77M Fri/$2.44 Sat (-48%)/$1.39M Sun (-43%)/3-Day: $5.6M (-47%)/$2,010 PSA/Total Cume: $156.4M/ Wk 4
7). McFarland USA (DIS), 2,792 theaters (+27)/$1.47M Fri/$2.39M(+63%) Sat/$1.46M (-39%) Sun/ 3-Day: $5.318M (-32%)/$1,905 PSA/Total Cume: $29.4M/ Wk 3
8). The Lazarus Effect (REL), 2,666 theaters (0)/$1.55M Fri/$2.36M Sat(+52%)/$1.19M Sun (-50%)/ 3-Day: $5.1M (-50%)/$1,913 PSA/Total Cume: $17.4M/ Wk 2
9). The Duff (CBS/LGF), 2,559 theaters (-63)/$1.53M Fri/$2.21M Sat(+44%)/$1.11M (-50%) Sun/3-Day: $4.85M (-29%)/$1,895 PSA/Total Cume: $26.1M/ Wk 3
10). Unfinished Business (Fox), 2,777 theaters /$1.8M Fri/$1.86M Sat (+3%)/$1.14M Sun (-39%)/$1,728 PSA/3-Day: $4.8M/Wk 1
American Sniper (WB), 2,545 theaters (-369)/ $1.15M Fri./$2.17M Sat (+89%)/$1.2M Sun (-45%)/3-Day: $4.5M (-39%)/ $1,772 PSA/Total cume: $337.2M/ Wk 11
Still Alice (SPC), 1,197 theaters (-121) /3-Day: $1.65M (-39%) /Total cume: $14.7M /Wk 8
Birdman (FSL) 777 theaters (-436)/ $195K Fri./$352K (+80%)/$187K (-47%)/ 3-day cume: $733K (-62%)/$943 PSA/Total cume: $41.5M/Wk 21
Merchants of Doubt (SPC), 4 theaters/3-Day: $20,300/$5,075 PSA/Total cume: $20,300/Wk 1
Grey Gardens (Janus), 1 theater/3-Day: $12,300/ Total cume: $12,300K/ Wk 1
Previous, 9 AM: Studio-reported Friday estimates are in, showing Chappie on track for a weekend between $13M-$13.5M at 3,201 theaters. Sony Pictures is content with the results of the $49M-budgeted pic, particularly that the CinemaScore is in line with director Neill Blomkamp’s previous B grades. His films have bested the average CinemaScore multiple for a B at 3X multiple. Chappie played strongest in the West and drew 60% male with 57% under 30. Among those overseas markets opening the film this weekend are the UK, Russia, France and Germany — the first three countries were the top territories for his District 9 and Elysium.
Sony distribution chief Rory Bruer told Deadline this morning, “The results for Chappie are within the realm of our expectations. We’re proud of the all-star cast and our association with Neill Blomkamp. We think there is something special about Chappie and the film will hold really well.”
Our analysis of the rest of the weekend, including The Second Best Exotic Marigold Hotel and Unfinished Business, are in last night’s update.
Top 10 inclusive of studio-reported Friday figures, with industry-projected weekend:
1). Chappie (Sony), 3,201 theaters / $4.5M Fri.*/ 3-Day: $13-$13.5M/Wk 1
2). Focus (WB), 3,323 theaters / $2.88M Fri. (-55%)/ 3-Day: $10.483M (-46%)/Total Cume: $35M/Wk 2
3). The Second Exotic Marigold Hotel (FSL), 1,573 theaters / $2.7M Fri./ 3-Day: $9.1M/Wk 1
4). Kingsman: The Secret Service (FOX), 3,101 theaters (-181) / $2.23M Fri. (-26%)/ 3-Day: $8.3M (-30%)/ Total Cume: $98M/ Wk 4
5). The SpongeBob Movie: Sponge Out of Water (PAR), 3,097 theaters (-370) / $1.379M Fri. (-34%)/ 3-Day: $7.16M (-34%)/Total Cume: $147.1M/ Wk 5
6). McFarland USA (DIS), 2,792 theaters (+27)/ $1.47M Fri. (-26%) / 3-Day: $5.48M (-30%)/Total Cume: $29.3M/ Wk 3
7). Fifty Shades Of Grey (UNI/Focus), 2,788 theaters (-595) / $1.77M Fri. (-50%)/ 3-Day: $5.2M (-51%)/Total Cume: $156M/ Wk 4
8). Unfinished Business (Fox), 2,777 theaters / $1.8M Fri.*/ 3-Day: $5.12M/Wk 1
9). The Duff (CBS/LGF), 2,559 theaters (-63)/ $1.526M Fri. (-30%)/ 3-Day: $4.9M (-29%)/Total Cume: $26.05M/ Wk 3
10). The Lazarus Effect (REL), 2,666 theaters (0)/ $1.55M Fri. (-58%)/ 3-Day: $4.65M (-54%)/Total Cume: $16.95M/ Wk 2
*includes Thursday night previews
PREVIOUS, 2:54 AM: Blame the over-saturation of R-rated product. Blame the poorly reviewed films. It’s apparent that ennui has set in at the winter box office this weekend, with the top 10 films set to gross $74.1M, off 17% from last weekend. Sure, both Sony/Media Rights Capital’s Chappie and 20th Century Fox/New Regency’s Unfinished Business should arrive in line with studio projections—they saw the clouds coming. But if you’re looking for fireworks on the marquee, you gotta wait until the kids go on spring break (not too long though, with some schools starting next week). That’s when the distributors have wisely scheduled Cinderella, The Divergent Series: Insurgent, Will Farrell and Kevin Hart’s Get Hard and Furious 7 over the next four weekends.
Heading into Friday, it was expected that Neill Blomkamp’s Chappie wasn’t going to live up to the stateside box office success of his 2009 District 9 ($37.35M opening; $115.6M domestic B.O.) and 2013 Elysium ($29.8M opening, $93.1M domestic). Chappie is looking at a Friday industry estimate of $4.72M and FSS of $13.37M. Vince Vaughn’s Unfinished Business is coming in at $1.75M Friday and an eighth place opening of $5M, the lowest wide-release opening ever (in 1,000+ theaters) for the actor.
Looking for a bright spot this weekend? Well, the sun is shining on Fox Searchlight/ Participant Media’s The Second Best Exotic Marigold Hotel, poised not only to beat its $7-8M opening FSS estimate with $9.4M, but is looking at close to $6,000 per theater at 1,573 engagements. It’s clearly appealing to those adults in need of PG fare with $2.78M on Friday. Critics—the catalyst for an arthouse title such as this—gave the Judi Dench-Maggie Smith sequel a warm 64% fresh on the Tomatometer. CinemaScore is B+.
Chappie earned a B CinemaScore tonight, which is exactly what Blomkamp’s previous two films earned. District 9 and Elysium beat their CinemaScore multiple average of 2.9 by generating final domestic cumes that were 3.1X their stateside bows. Even if Chappie repeats that pattern, it’s starting off at a lower B.O. level and won’t see lofty figures stateside. Granted, the film came in cheap, at a studio-reported $49M, but the pressure is on overseas for this title to see any black (Chappie star Hugh Jackman has been a trouper, tubthumping the film across social media during his global stops in Moscow and Germany). Elysium rallied abroad, generating twice its domestic B.O. with a foreign take of $193M.
Sony hit the fanboy/action-genre crowd head-on in its marketing from the get-go, generating early awareness at last year’s San Diego Comic-Con with specialized Chappie elevator wraps at The Hard Rock Hotel. There was 2-minute trailer during Fox’s Gotham in early November. In addition, Sony ran spots during mega TV events including SNL 40th Anniversary, the How To Get Away With Murder finale and the Waking Dead and Better Call Saul premieres. Longer behind-the-scenes featurettes ran as commercials during The Americans, Vikings, WWE Raw and Justified. Chappie was promoted during big sporting events, including the College Football Playoff Championship, NFC & AFC Championship games, NBA All-Star game (as well as regular season), and the Daytona 500. A Chappie Challenge on Twitch targeted at gamers. Twitter impressions reached 50M for the film. RelishMix counts 32M YouTube video views for Chappie, with an above average reposting rate of 16 to 1.
And yet: Despite the great push for the film, many critics who embraced Blomkamp in the past (District 9 posted 90% fresh on the Tomatometer, Elysium 68%) have lashed out at Chappie with a 30% rotten score, finding it derivative of RoboCop, Short Circuit and even Frankenstein. In addition, several distribution and marketing sources told me that Chappie‘s print/billboard campaign completely misfired in transmitting the film’s essence. The title Chappie implies that it’s a kids’ film about a cute robot; having Chappie spell his name out in baby blocks in posters didn’t help either. It sends out the message that the film is intended for a wider, family crowd, not strictly adults. A-list star Jackman was left off the one-sheet/billboard promos (though he is featured heavily in the trailers and TV spots), a decision one insider told me was because “He’s not the star of the film. Chappie is.” Oh.
Vaughn’s B- CinemaScore for Unfinished Business is lower than what his previous comedies The Internship and Delivery Man earned (both B+). Tomatometer is at 14% rotten. The actor is transitioning to HBO’s True Detective at a perfect time, as he has depleted his momentum at the box office. His last breakout hit, which capped a six-picture $100M-grossing streak, was 2009’s Couples Retreat ($109.2M). His last four titles didn’t crack $50M, and Unfinished Business won’t be in a good place stateside even if it does the same 3.85 multiple as his last film, Delivery Man ($7.9M opening, $30.66M domestic). Like Delivery Man, Unfinished Business was cheap with a studio-reported production cost of $35M. Vaughn’s previous titles Delivery Man, The Internship, The Watch and The Dilemma didn’t rally abroad. The Euro story aspects of Unfinished Business may work to the film’s appeal overseas. Whenever a comedy doesn’t deliver stateside, there are several cases where Fox International has hit it out of the ballpark abroad, e.g. Gulliver’s Travels (B- CinemaScore, domestic B.O. $42.8M, foreign B.O. $194.6M), The Secret Life of Walter Mitty (B+ CinemaScore, domestic $58.2M, foreign $130M).
In its second weekend, Warner Bros. Focus is on track to beat industry estimates of a 50-55% decline with a 45% slide. By the end of Sunday, the studio’s American Sniper should beat Liongate’s The Hunger Games: Mockingjay – Part 1 as the highest grossing 2014 release at the domestic B.O. with over $337M. Relativity/Blumhouse/Mosaic‘s The Lazarus Effect is tracking to fall 58% to 10th place this weekend. 20th Century Fox’s Kingsman: Secret Service will inch closer to $100M by end of Sunday with an estimated $98.17M.
Below are the top 10 films and notables per industry estimates, ranked by 3-day weekend:
1). Chappie (Sony), 3,201 theaters / $4.72M Fri.*/ 3-Day: $13.37M/Wk 1
2). Focus (WB), 3,323 theaters / $2.9M Fri. (-55%)/ 3-Day: $10.16M (-46%)/Total Cume: $34.9M/Wk 2
3). The Second Best Exotic Marigold Hotel (FSL), 1,573 theaters / $2.78M Fri./ 3-Day: $9.4M/Wk 1
4). Kingsman: The Secret Service (FOX), 3,101 theaters (-181) / $2.25M Fri. (-27%)/ 3-Day: $8.44M (-29%)/ Total Cume: $98.17M/ Wk 4
5). The SpongeBob Movie: Sponge Out of Water (PAR), 3,097 theaters (-370) / $1.4M Fri. (-33%)/ 3-Day: $7.07M (-35%)/Total Cume: $149.2M/ Wk 5
6). McFarland USA (DIS), 2,792 theaters (+27)/ $1.47M Fri. (-26%) / 3-Day: $5.48M (-30%)/Total Cume: $29.3M/ Wk 3
7). Fifty Shades Of Grey (UNI/Focus), 2,788 theaters (-595) / $1.76M Fri. (-50%)/ 3-Day: $5.43M (-49%)/Total Cume: $156.2M/ Wk 4
8). Unfinished Business (Fox), 2,777 theaters / $1.75M Fri.*/ 3-Day: $5.07M/Wk 1
9). The Duff (CBS/LGF), 2,559 theaters (-63)/ $1.49M Fri. (-31%)/ 3-Day: $4.9M (-29%)/Total Cume: $26.05M/ Wk 3
10). The Lazarus Effect (REL), 2,666 theaters (0)/ $1.58M Fri. (-58%)/ 3-Day: $4.75M (-53%)/Total Cume: $17.1M/ Wk 2
*includes Thursday night previews
American Sniper (WB), 2,545 theaters (-369)/ $1.142M Fri. (-40%) /3-Day: $4.5M (-39%)/ Total cume: $337.2M/ Wk 11
Still Alice (SPC), 1,197 theaters (-121) / $446K Fri. (-41%) / 3-Day: $1.59M (-40%) /Total cume: $14.66M /Wk 8
Birdman (FSL) 777 theaters (-436)/ $184K Fri. (-65%)/ 3-day cume: $668K (-65%)/Total cume: $41.5M/Wk 21
Crazy Beautiful You (ABS-CBN), 50 theaters/ $90K Fri./3-Day: $270K/ Total cume: $270K/ Wk 1
12 Golden Ducks (Asia), 9 theaters/ $18K Fri./3-Day: $58K/ Total cume: $58K/ Wk 1
Grey Gardens (Janus), 1 theaters/ $4K Fri./3-Day: $11K/ Total cume: $11K/ Wk 1
Straight Outta Tompkins (Indican), 2 theaters/ $4K Fri./3-Day: $10K/ Total cume: $10K/ Wk 1