Box Office Guru

Box Office Guru Wrapup: Moviegoers Obsessed with Interracial Catfight

Earth and Fighting open strongly.

by | April 26, 2009

Singer-actress
Beyoncé
Knowles
crushed the competition with a sizzling opening for her new romantic
thriller Obsessed
which powered well past expectations to lead the North American box office over
the final weekend before the much-anticipated start of the summer movie season.
Also performing well were two other new releases – the Channing Tatum drama
Fighting and the nature
documentary Earth.
Not drawing big crowds was the star-combo of
Robert
Downey Jr.
and
Jamie Foxx
in The
Soloist
which bowed in fourth place. Most holdovers fell sharply losing
50% or more of their business, but the top ten hit the $100M mark surging more
than 30% ahead of last year’s levels ending a record April and a busy spring
with a bang.

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Sony’s Screen Gems unit tempted audiences with a well-marketed thriller and got
off to an explosive start with
Obsessed

which grossed an estimated $28.5M in its first weekend in theaters. Busting into
2,514 locations, the PG-13 pic averaged a steamy $11,337 per site and shot
higher than pre-release forecasts. The hit film stars Knowles and
Idris Elba as
a happily married couple until a sexy young office worker (Ali
Larter
) begins to stalk the husband. The prospect of a woman-on-woman fight
piqued the interest of moviegoers and the collision of a black couple and a
white seductress also gave the film a must-see edge.

Obsessed scored the seventh largest opening ever for the month of April
and was a new career high for Knowles when in a lead role. It was also the
second best in company history for Screen Gems behind the $30.1M of 2005’s
The Exorcism
of Emily Rose
. Females drove the business for Obsessed making up
58% of the crowd, according to studio research, while the age range was broad
with 51% being over 25. A modest $20M budget means Sony has yet another
profitable hit on its hands.

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Obsessed also gave the film industry its eighth consecutive weekend with
a $20M+ opening capping off a stellar four-month start to 2009. Over the first
17 weeks of the year, the number of movies opening in wide release dropped 9%
(51 vs. 56 last year). However, studios were able to reduce the clutter that
often causes many pics to fail allowing for more marketing focus on each title.
As a result, box office is up 16% and admissions are up 14%. Plus the number of
$20M+ openers rose from 11 last year to 18 this year while the amount of films
crossing the $100M mark skyrocketed from just one in 2008 to six in the current
year. The summer box office could not have asked for more momentum as it gets
underway especially since the massive April crowds have been treated to trailers
and posters for the upcoming season’s big crop of blockbusters.

Zac Efron‘s high school comedy 17 Again
dropped from first to second place and fell by an understandable 51% to an
estimated $11.7M. With a solid $40M in ten days, the PG-13 hit looks headed for
a finish of $65-70M proving that the teen heartthrob of the small screen can
draw paying crowds to the multiplexes even outside of a franchise.

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Debuting in third was
Channing Tatum‘s
young adult drama
Fighting
which punched up an estimated $11.4M in its opening weekend.
The Rogue Pictures film was released by Universal and averaged a solid $4,955
from 2,309 venues. Tatum rose to fame in 2006 with the dance drama
Step Up
but has been
mostly absent from the box office since then, a risky move considering the
rapidly shifting tastes of young people. Rated PG-13, Fighting catered to
teens and young adults with males excited by the fights and females coming in
for the hunky lead actor. Studio research showed that males made up 58% of the
audience while 66% were under 25.

Faring worst among the weekend’s three new fictional wide releases was the
violinist drama The
Soloist
which debuted to an estimated $9.7M from 2,024 theaters. The
Paramount release did average a respectable $4,800 per theater, but the PG-13
pic starring
Robert Downey Jr.
and
Jamie Foxx
failed to make much of a dent in the overall marketplace. Reviews were mixed
which may have sent moviegoers elsewhere and the story of a journalist who bonds
with a genius musician who happens to be homeless did little to excite the
public. Even the casting of two popular Oscar-caliber actors couldn’t push the
pic into double-digit territory. The Soloist reportedly cost $60M to
produce, a tough number to recoup especially given the film’s limited appeal
abroad.

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The animal documentary
Earth
enjoyed a
robust debut grossing an estimated $8.6M in its first weekend of play. The
G-rated tale following the stories of three sets of God’s creatures averaged a
healthy $4,742 from 1,804 locations. Rarely are documentaries given a nationwide
release in the first weekend but Disney used Wednesday’s Earth Day as a
launching pad midweek and wound up with a stellar $14.2M over the five-day debut
period. James Earl Jones narrated the film which earned glowing reviews. With
the summer movie season unleashing a string of violent action films, Earth
could enjoy a promising road ahead if it can connect with parents of smaller
children looking for fun and peaceful entertainment. Hollywood has little to
offer that lucrative segment of the audience until late May when Fox unleashes


Night at the Museum 2
and Disney offers up Pixar’s
Up
.

In its fifth weekend, the animated smash
Monsters vs.
Aliens
slipped 36% to an estimated $8.5M boosting the total to $174.8M
to date. The year’s top-grossing film is from DreamWorks and Paramount.
Universal’s conspiracy thriller
State of Play
dropped a troubling 51% in its second weekend to an estimated $6.9M bringing the
ten-day total to a mere $25.1M. Budgeted at $60M, the
Russell CroweBen
Affleck
starrer should finish up with a disappointing domestic take of
around $40M despite positive reviews from critics. State joins Soloist as the
latest star-driven dramas targeting mature adults that are failing to find big
audiences this year following The International and Duplicity. All will end up
in the $25-45M range which is not what studios were hoping for when those large
star salaries were negotiated.

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Hannah
Montana The Movie
followed with an estimated $6.4M, down 53%, giving
Disney a solid $65.6M after 17 days. Falling 49% in its fourth lap was
Fast & Furious
which nabbed an estimated $6.1M pumping up Universal’s total to $145.2M edging
past the $144.5M of 2001’s
The Fast
and the Furious
to become the top-grossing installment of the four-pic
franchise. The original Paul Walker-Vin Diesel pairing sold more tickets though.
Adjusted for today’s ticket prices, the cumes would be $186M for the first
Furious, $154M for 2003’s
2 Fast 2 Furious
,
$145M for the new Fast, and $70M for 2006’s

The Fast and the Furious: Tokyo Drift
. Overseas, the latest
street-racing pic banked an estimated $15.2M from 59 territories to propel the
international take to $170M and the global gross to a stunning $315M and
counting.

April’s other action sequel aimed at young men is running out of gas quickly. Jason Statham‘s Crank High Voltage
collapsed by 66% in its second weekend following its lackluster opening and
grossed an estimated $2.4M. With only $11.5M in ten days, a weak final gross of
roughly $15M seems likely. The first Crank took in $27.8M in 2006.
Lionsgate distributed both installments.

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The top ten films grossed an estimated $100.1M which was up 32% from last year
when Baby Mama
opened in the top spot with $17.4M; and up a scorching 76% from 2007 when
Disturbia
stayed at
number one for a third weekend with $9M.

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