Another huge box office is on the way this weekend as tracking for Warner Bros’ 300: Rise Of An Empire (from Legendary Pictures) could be $40M-$45M, with Fox’s Mr. Peabody And Sherman roughly around $30M-$35M. But the story of this week is Divergent, which looks to be a whopper of a box office hit two and a half weeks out. Some distribs in the industry have it tracking between $50M-$60M. It bows March 21. (300 will open at 8 PM tomorrow so we’ll be watching those Thursday night numbers).
Marketing for Divergent, based on the Veronica Roth trilogy and starring Shailene Woody and Theo James, has been smartly done. Audiences got their first look at the trailer for Divergent ahead of The Hunger Games: Catching Fire last November, and it continued playing on The Hobbit: Desolation Of Smaug through the holidays. This weekend it will play before 300. Three weeks ago, it had 58% definite interest from females under 25 and has been racking up consistently as avid moviegoers’ first choice. That interest from females may end up hurting Muppets Most Wanted which bows the same weekend, but only time will tell. (more…)