In Hollywood, you can't win everything. Men in Black 3, the first new installment of the sci-fi comedy franchise in a decade, earned $55 million over the three-day weekend and $70 million including Monday. Still, the return fell short of some predictions, which had the Will Smith/Tommy Lee Jones/Josh Brolin picture earning at least $80 million. Smith's star power is considered untouchable, but the less-than-thrilling opening has slightly diminished his reputation, at least in the opinion of some in the industry. Smith hasn't even been in a movie since 2008's Seven Pounds, though he's currently filming the sci-fi picture After Earth with his son Jaden.
Low-budget horror film Chernobyl Diaries made a disappointing $7.9 million over the weekend, which rose to just $9.3 million including Monday. At one point, it seemed like making a horror movie guaranteed a return on investment, but for every hit like Paranormal Activity or Insidious there are also flops like Apollo 18 and The Darkest Hour. Chernobyl Diaries falls into the latter category.
Wes Anderson's Moonrise Kingdom broke the record for per-location average (for a non-animated film), finishing with $130,000 per screen. The film played in two theatres in NYC and two in LA. Judging by the hourly showtimes, the nostalgic story of young love was playing in more than one theatre in each location. Anderson's reputation undoubtedly assured a high opening weekend, but the record-breaking numbers mean this film has already been drawing in less committed Anderson fans. The release will expand into hundreds of theatres by June, but I wonder if the exceptional opening weekend will change Focus' distribution plan.
Weinstein Co.'s The Intouchables had a strong $25,000 per-screen average over the three-day weekend. The French-language, uplifting story of two friends hits straight at many indie film sensibilities, but there are already a couple of films angling to be the "indie hit of the summer," and that list won't include The Intouchables. Bernie (which averaged $85,000 per screen its opening weekend) topped $1 million for the first time this weekend, playing in 194 theatres and averaging over $5,000 per screen. The Best Exotic Marigold Hotel, which expanded into over 1,200 theatres over the holiday weekend, did even better. The retirement-age comedy earned $6.3 million.
This Friday, Snow White and the Huntsman will attempt to unseat MIB3, and a few smaller films will aim for niche audiences.
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