‘Paranormal Activity’ to scare up weekend business

Though 2013 ended on a high note earlier this week – domestic sales tallied out at almost $11 billion for the year – the first weekend of 2014 will likely be a quiet one.  The Marked Ones, the fifth installment in the popular Paranormal Activity horror franchise, is the only new release opening today. The first PA film was a surprise hit and a testament to the power of word-of-mouth buzz. The micro-budgeted flick, released in 2007, earned $107.9 million and is still the series’ most successful movie. Paranormal Activity 2 grossed $84.8 million in 2010, while Paranormal 3 has come the closest yet to matching the first film’s haul, raking in $104 million in 2011. Paranormal Activity 4, however, which opened in 2012, took in roughly half its predecessor’s total, earning just $53.9 million.

This time around, the filmmakers are hoping to utilize the power of demographics. The lead actors in The Marked Ones are Latino, perhaps a direct casting nod to the series’ fans: Latinos tend to make up a large percentage of horror-movie audiences. Not to mention, with the success of recent films targeted toward Latino viewers, such as Instructions Not Included, Hollywood in general seems to be wising up to the power (i.e. the willingness to spend) of this previously underserved group. Besides a shift in players, though, it’s supernatural business as usual, with previews emphasizing unsettling video footage, the franchise’s hallmark.

Pundits are predicting a haul of just under $25 million for Paranormal Activity: The Marked Ones. Expectations have been softened by the weekend’s Northeastern snowstorm, which many believe will keep viewers inside, where their VOD, DVDs and Netflix are more readily accessible.

A good portion of those who are brave enough to weather the elements in search of off-the-couch entertainment, though, will in all likelihood opt for Disney’s grand success story, Frozen. This weekend will mark the animated musical’s sixth in theatres, and it’s still going strong. Strong enough to win the No. 2 slot just beneath The Marked Ones, according to those in the know. The Hobbit: The Desolation of Smaug will probably clock in at No. 3, followed by Oscar and fan favorite American Hustle, with Anchorman 2 rounding out the top 5. Martin Scorsese’s The Wolf of Wall Street may be able to leverage recent controversy and prurient interest in its subject matter to sneak its way into the No. 5 slot, just ahead of Burgundy and his much more harmless coterie of buffoons, but given Street’s low Cinemascore rating  of a “C”, that seems unlikely.

 

'Gravity's' record-setting haul flies past expectations

While many of us were expecting Gravity to achieve great financial heights over its opening weekend, the 3D thriller performed even better than predicted. The latest film from Alfonso Cuaron, his first since 2006’s Children of Men (don’t call it a comeback), earned a soaring $55.6 million this past Friday, Saturday and Sunday. It now holds the record for the largest opening in October, outpacing previous record-holder Paranormal Activity 3, which clocked in at $52.6 million back in 2011. Perhaps the most noteworthy aspect of Gravity’s impressive haul is its breakdown: 80% of the film’s revenue came from 3D showings, amounting to roughly $44 million in sales. With #Gravity blowing up social media, I think it’s safe to call the movie a cultural phenomenon, granting pop-culture enthusiasts a much-needed trend on which to expound following the end of last week’s hot topic, “Breaking Bad.” Both star Sandra Bullock and her chatty partner-in-space George Clooney can also thank the survival flick for giving them their best – biggest – domestic opening ever.

More in-line with last week’s expectations and predictions, Justin Timberlake and Ben Affleck’s Runner Runner failed to drum up much foot traffic. The stars’ action/drama feature earned a disappointing $7.6 million in domestic box-office; its international gross has been tallied at $23.6 million. Luckily, the movie only cost roughly $30 million to make, so stars and studio alike can pretty much cut their losses on this one and, much like Gigli or JT’s blonde curls, move beyond it in the interest of making wiser choices. (Let’s hope Ben Affleck’s turn in the new Batman movie falls into the latter category!)

The charming Cloudy With A Chance of Meatballs 2 continues to hold strong sway with audiences. The animated sequel boasted the second-best weekend behind Gravity, earning $21.5 million and bringing its total domestic earnings up to $60.5 million.

Tom Hanks’ new, captivating thriller Captain Phillips, based on a true sequence of events involving modern-day pirates, also saw some enthusiastic responses when it opened for several preview showings this past weekend.  On average, theaters at most of the 800 screening locations were 75% full, with many playing to sold-out crowds. The movie opens wide this coming weekend.

Though we could write all day about box office grosses and who’s out-drawing whom, we’ll end today’s recap with an update on the late James Gandolfini’s final feature, Enough Said. The romantic comedy co-starring the woman with an infallible sense of comedic timing, Julia Louis-Dreyfus, finally cracked the top 10 over the weekend, earning $5.4 million.  It will expand to around 650 more theatres this Friday.

'Saw 3D' a cut above 'Paranormal Activity 2'

By Sarah Sluis

Despite projections that competing horror flicks Saw 3D and Paranormal Activity 2 would be neck and neck, the newer content won out this weekend. Saw 3D opened to $22.5 million, with 92% of the figure coming from 3D screens. Billed as the "final chapter" of Saw, it remains unseen whether the seventh film will be the last, especially since the movie outperformed Saw VI's opening weekend by $8 million.

Paranormal Activity 2 dived 59% to $16.5 million in its second weekend, though the sequel's high opening weekend and weekday activity has already pushed the film to a healthy cumulative total of $65 million. It's just a matter of time before Paramount announces the next sequel.

Jackass 3D, with its similarly young, opening weekend-driven crowd, fell another 60% in its third weekend to $8.4 million, despite the fact that its gags could be called "frightening" by many of those squeamish around physical injury, along with gross-out moments that put reality show "eating challenges" to shame.

Adult fare held better. Geriatric action comedy Red descended 28% for a $10.8 million weekend. Secretariat slid 27% to $5 million, making both films look better than their opening weekends predicted.

The Girl Who Kicked the Hornet's Nest, the final installment of the Swedish thriller trilogy, opened slightly higher than its predecessor, earning $915,000 on a 153-screen release. That puts the movie on track to earn at least as much as The Girl Who Played with Fire, which is still playing in 33 theatres and has accrued $7.5 million in four months.

Conviction rose into the top ten in its third week, running up $1.8 million as it expanded from 55 to 565 screens. The per-screen average dipped from $5,500 to $3,200, a strong hold that helps make up for its lackluster first two weeks.

Documentary Waste Land eked out the highest per-screen average of the week with $11,600 on one screen. Just below, the French film Inspector Bellamy averaged $11,200 per screen on two screens. The indie film Monsters, despite its topical content, had a more mellow $7,000 per-screen average on three screens, though the sci-fi film's microbudget should help make up for a middling debut.

This Friday, the Zach Galifianakis-Robert Downey Jr. road trip comedy Due Date will go against Tyler Perry's artsy play adaptation For Colored Girls and DreamWorks Animation's tentpole release of animated 3D feature Megamind. Platform releases of 127 Hours and Fair Game will round out the crowded weekend. The end-of-the-year movie season has begun!

Audiences return in force for 'Paranormal Activity 2'

By Sarah Sluis

Bowing the week before Halloween, Paranormal Activity 2 debuted at $40.6 million, an exceptional open that proved it was not like Blair Witch 2, which flamed out in its second incarnation. With numbers like these, it's virtually assured there will be a third installment in the series. Who knows, Paranormal could be the next Saw. The majority of the movie's traction, however, came from midnight screenings late Thursday night and Friday, which comprised almost half of the weekend's total--a sign that this movie will fall quickly. The sequel to Paranormal Activity combined a heavy marketing campaign with a reported $3 million production budget, so Paramount will see a hefty return on its investment.

Jackass 3D, which exceeded the success of Paranormal 2 in its opening weekend, fell 57% in its second weekend. That still gives the movie $21.3 million, as well as a near-guarantee that it will top the $100 million mark within the next couple weeks.

Clint Eastwood's take on the supernatural, Hereafter, mixed adrenaline-filled action scenes (tsunami!) with tear-jerking moments (a boy loses his twin!). The formula earned $12 million in its first week of wide expansion. While that number was under some of Eastwood's more successful films, 80% of the audience was over 30, indicating that that film will have some staying power, since teens, not thirty-pluses, tend to turn out opening weekend.

Conviction, which expanded to just 55 theatres, went up 196%, giving it a two-week total of $444,000. Higher up on the list of specialty releases, Waiting for "Superman" kept steady, earning three-quarters of a million dollars for the second week in a row, for a five-week total of $3.7 million.

Financial crisis documentary Inside Job went up 98% to $170,000 as it more than doubled the number of theatres in its release. The Robert De Niro and Edward Norton drama Stone pulled in $361,000, a 57% increase from the previous week.

This Friday, Saw 3D will draw in Halloween audiences, Monsters will lure indie scare-seekers, and the Swedish-language The Girl Who Kicked the Hornet's Nest will begin a limited rollout.

Midnight screenings foreshadow solid weekend for 'Paranormal Activity 2'

By Sarah Sluis

A year after Paranormal Activity had audiences "demanding" the horror sensation come to their theatre, Paranormal Activity 2 will shoot into everyone's town, 3,216 to be exact. The sequel will face the same set of heightened expectations that left audiences disappointed with Blair Witch 2. FJI critic Ethan Alter was among those underwhelmed. By using an "enlarged canvas," he notes, the filmmakers took away some of the creepiness. For example, he points out that "the multiple-camera approach cuts down on the anticipatory tension created by the single point-of-view in the original." Still, the tremendous buzz and cachet of the original should drive viewers to the cinema. Indeed, the midnight screenings last night, totaling $6.3 million, breaking a record for an R-rated midnight opening. Let's see if the movie can carry that through the rest of the weekend.

After a promising opening weekend on just a few screens, Hereafter, which centers on more benevolent afterlife spirits, will expand to 2,181 theatres. Clint Eastwood's film will be the most fresh adult-oriented film in theatres this weekend, giving it an edge. Conviction, the true-life story of a woman who helped free her brother from prison, had a modest debut last week, but will expand to 55 locations.

A few specialty releases dot the schedule this weekend. WWE (World Wrestling Entertainment) showcases one of its stars, Paul "Big Show" Wight, in Knucklehead (6 theatres), a "witless exercise" about a "big doofus who enters the fight game," according to Hollywood Reporter critic Frank Scheck. Critic David Noh, on the other hand, generally liked Inhale (NY/LA), "that rare thriller with a mind and purpose." The suspenseful tale centers on a father trying to buy his daughter a lung in Mexico for transplanting in the United States, a process that involves him in criminal activity with numerous unsavory people.

On Monday, we'll see if Paranormal Activity 2 was able to keep up the pace it set with midnight screenings and unseat Jackass 3D, if Clint Eastwood will have another hit with Hereafter, and if any knuckleheads checked out their eponymous comedy.