The relaunch of the Peter Parker franchise with The Amazing Spider-Man earned $65 million over the weekend for a six-day total of $140 million. That doesn't sound shabby to me, but within the context of other Spider-Man movies and superhero launches it's good, not sensational. While Spider-Man opened well above the relaunches of the X-Men and Batman franchises, its six-day total was slightly lower than the 2002 Spider-Man, which grossed $114 million over its three-day weekend and about $144 million if you count the six-day period. In comparison, Batman Begins blew its previous totals out of the water, while X-Men: First Class earned slightly better than its predecessor. Comparison calculus aside, Spider-Man is a strong franchise that kept, not lost, its strength. That in itself is an accomplishment. 25% of attendees were families drawn to the comic's more optimistic view of NYC and high school-age hero. Although The Dark Knight Rises releases in just two weeks, The Amazing Spider-Man has carved out a younger niche. Its A- rating in CinemaScore exit polls rose to A among viewers under 25. While 3D returns were a slightly disappointing 44%, IMAX contributed 10% of the total. Even when 3D returns are weak, IMAX usually makes a big impact, something that should be taken into account in assessments of 3D's waning grosses.
Savages' $16.1 million was right on target with expectations. However, audiences did not care for the Oliver Stone drug drama, giving it a C+ CinemaScore rating. A surprise ending was named as one reason for the low grade, since audiences don't like getting something different than they bargained for. The California-set crime picture played to an audience split evenly male and female, with 70% of viewers of the R-rated film over thirty.
Earning $7.2 million over the weekend, Katy Perry: Part of Me attracted an audience of young idolizers. 80% of the audience was female, and 72% under the age of 25. The numbers are somewhat disappointing for Paramount, but the project was also produced on a fairly low budget. An "A" CinemaScore rating will help this concert doc play well in coming weeks. Unlike many other outings in the same genre, Katy Perry: Part of Me wasn't marketed as a limited engagement, so perhaps that contributed to the softer opening.
Two indie movies occupied spots in the top ten. Moonrise Kingdom was off just 5% for a total of $4.6 million. Woody Allen's To Rome With Love gathered $3.5 million while also playing on around 800 screens. After a good but not great opening weekend, Beasts of the Southern Wild played strong through its second, averaging $19,000 per screen while expanding to 19 locations, for a total of $376,000. Next week it should cross the $1 million mark, a landmark that not too many indie films reach, much less on their third week.
This Friday, Ice Age: Continental Drift will replace Brave as families' freshest animated option.
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