‘Vacation’ Sputters In Wednesday Debut – Box Office

The Griswolds have started their latest trip to Walley World slower than expected. Warner Bros./New Line’s Vacation made $3.805M in its opening Wednesday, which includes Tuesday night previews of $1.2M. Despite the low number, it was the top film on Wednesday. Current weekend estimates now see a five-day in the high-$20M range. Some exhibitors were reporting a low turnout in theaters last night. Audiences gave the film a B CinemaScore, which is less than other raunchy comedies this summer, read Spy, Ted 2 (B+) and Trainwreck (A-).

Some have compared Vacation to summer 2013’s R-rated Jason Sudeikis comedy We’re The Millers.That also bowed on a Wednesday and didn’t get the best reviews in the world, earning a 47% Rotten Tomatoes score with a 25% Rotten from top critics. Vacation has 27% and 26% respectively with mass and A-list tweeds. I shouldn’t even be publishing what the critics think because they’re never the audience for raunchy films nor should they be considered the barometer for B.O. success on them. Millers opened to $6.8M, with a Wednesday-Sunday cume of $37.9M and a FSS of $26.4M. Millers’ business built up in the wake of its Wednesday hitting highs on Saturday ($10.3M) and Friday ($8.5M) — however all of this was off an A- CinemaScore. Millers finaled its domestic B.O. at $150.4M.

Warner Bros, in an effort to steer clear of bigger pics, opened Entourage and Magic Mike XXL on Wednesdays so they could cash in on a solid opening while spurring word of mouth. Entourage, which was avoiding the comedy Spy during the first weekend of June, was a non-starter from the onset with a $5.4M opening Wednesday, five-day of $17.7M and FSS of $10.3M. That should’t be the case for Vacation, as Entourage was only appealing to a narrow band of HBO fans.

During July 4th week, Warners didn’t want Magic Mike XXL going toe-to-toe with Terminator Genisys, however, given how the film was certain to pull in a majority of women, they would have fared better going on Friday, July 3. instead of July 1, thus making more than their Wednesday first day  ($9.3M). MMXXL made $12.86M over FSS and $27.9M over five days.

Paramount/Skydance’s Mission: Impossible – Rouge Nation starts its previews at 8 PM tonight in 2,800 theaters and expands to an estimated 3,800 locations tomorrow. Despite the great buzz from critics at 90% fresh, industry estimates are still holding the film to a low-$40M opening.