By Sarah Sluis
The round-the-world hit Rio enjoyed its second week at the top stateside. The 3D, CG-animated tale of a bird going back to his homeland dipped 32% to $26.8 million, landing just above Madea's Big Happy Family.
Tyler Perry's latest Madea comedy opened to $25.7 million. The Madea movies have opened anywhere from $20.1 million (Meet the Browns) to an out-of-the-park $41 million (Madea Goes to Jail), so this number falls near the average. Like most Perry movies, the audience was primarily black, female, and over 25�perhaps these viewers see shades of their own grandmothers in the comically exaggerated Madea?
Water for Elephants opened above expectations, debuting to $17.5 million. Despite the presence of Twilight heartthrob Robert Pattinson, the audience skewed more toward Reese Witherspoon fans: 70% of the audience was over 25, and the same percentage was female.
The Earth Day release African Cats opened to $6.4 million, slightly better than the $6 million open of last year's Disneynature release Oceans. These nature documentaries have played very well over the long haul, so Cats should total at least $20 million before it leaves theatres.
Another seasonal release, Hop, added 16% from last week thanks to its proximity to Easter Sunday, ending with $12.6 million. The CG/live-action hybrid earned its highest numbers the Friday and Saturday before Easter, dropping on the holiday itself, when kids were presumably occupied with Easter egg hunts and bunny visits of their own.
Despite all the product placements and tie-ins, Director Morgan Spurlock's documentary POM Wonderful Presents: The Greatest Movie Ever Sold had a solid, not stellar, $7,500 per-screen open. However, the 18-location release was a bit wide compared to most specialty releases, so perhaps it will hold well in coming weeks. In comparison, another Sony Pictures Classics release, Incendies, opened to $18,200 per screen, but only had three screens to fill with ticket-buyers.
The biggest mover-and-shaker among specialty releases was the ten-week-old doc I Am, which went up 572% as it added ten locations. I'm sure director Tom Shadyac's April 20th appearance on "Oprah" had absolutely nothing to do with it.
Meek's Cutoff is also performing well, going up 180% as it tripled the number of theatres in its three-week-old release. The Oregon Trail drama earned a $6,500 per-screen average.
This Friday, car actioner Fast Five will lead the pack, followed by Disney's bid for teens, Prom, horror comedy Dylan Dog: Dead of Night, and animated sequel Hoodwinked Too! Hood vs. Evil.
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