The first animated release in three months, Madagascar 3: Europe's Most Wanted took advantage of pent-up demand to earn $60.3 million. The other two Madagascar films opened just above $60 million, meaning the third film held on to 96% of its audience. Many other animated sequels (Kung Fu Panda 2, Alvin and the Chipmunks: Chipwrecked, Happy Feet 2) suffered huge drops from the previous installment, so this shows Madagascar 3 has something special the rest of the films don't. That just might be the great reviews, marketing, and positive audience response ("A" CinemaScore in exit polls). However, the zoo-themed picture will have just one more wide-open weekend before Disney's Brave opens on June 22.
Prometheus performed comfortably above its cautious $40 million expectations, earning $50 million. The adult-minded picture offers more questions than answers, and that's created huge post-film buzz on social networks. The sci-fi prequel to Alien also enticed a sub-audience of superfans. People looking for the ultimate movie experience turned out for IMAX (18% of ticket sales) and 3D (54%, which includes all 3D-equipped IMAX screens). I think the power of social networking will add to the film's momentum in coming weeks. I've seen more chatter about this film on Facebook and Twitter than any other release in recent memory. Its equally mature, much-hyped competition, The Dark Knight Rises, won't hit theatres until July 17.
Moonrise Kingdom made its way into the top ten with $1.5 million and a high $16,000 per-screen average. That puts the Wes Anderson film slightly behind last summer's hit, Midnight in Paris. However, Moonrise outperformed the Woody Allen film in its first two weeks, so it's still too soon to tell. Since each platform picture has expanded their release at a slightly different rate, it will be difficult to compare the two indies until they expand nationally.
Last week was a busy one for specialty releases. In a crowded field, our best-reviewed film triumphed. The "inspired original" Safety Not Guaranteed, as described by FJI's Michael Sauter, averaged $11,000 per screen at nine locations. That's not great, but it's better than the performance of other indies with similar assets, like the Greta Gerwig-starring Lola Versus ($8,500 per screen on four screens) or the Jane Fonda-led Peace, Love & Misunderstanding ($3,400 per screen on thirty screens).
This Friday, Adam Sandler does his man-child thing in That's My Boy and Tom Cruise plays an aging sex symbol guitarist in Broadway adaptation Rock of Ages.
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