'Hop' skips and jumps to first place

By Sarah Sluis

Families turned out en masse for Hop, earning the Easter Bunny flick $38.1 million, the highest opening weekend of the year. A number in the high $20 millions was expected, so this opening was leaps and bounds ahead of projections. Critics may have sniffed and grimaced, but the CG/live-action hybrid appears to be a winning genre at the box office, not to mention more economical and quicker to produce than an animation-only movie. Hop opened above CG/live-action mixes G-Force and Beverly Hills Chihuahua, but failed to outperform the holy grail of the medium, Alvin and the Chipmunks. Easter is the last Sunday of April, giving Hop three more weekends to take advantage of its holiday tie-in.

Sci-fi actioner Source Code debuted in second place with $15 million. Similarly sci-fi infused titles The Adjustment Bureau and Limitless both opened at $18 million, so Summit probably had higher hopes for the "Groundhog Day on an exploding train" flick.

Haunted house movie Insidious finished with $13.4 million. With 500 fewer theatres than Source Code, the horror pic actually had a higher per-screen average than the action movie. According to Variety, Insidious cost less than $1 million to produce but had $20 million of marketing behind it. The release is the first for distributor FilmDistrict, which is starting out strong with an unusual budget/marketing ratio.

The PG-13 version of The King's Speech didn't seem to revive the box office. The picture dropped 23% to $1.1 million, the same drop as the previous week. Given the millions The Weinstein Co. spend on new prints and publicity, the re-rated version doesn't seem to be an (instant) success, although the distributor noted that more conservative markets like Salt Lake City, Utah, showed the greatest improvements.

The movers and shakers in the specialty market were Win Win and Jane Eyre. Both films have increased week-over-week since they opened three and four weeks ago, respectively. Jane Eyre went up 27% to $1.2 million, doubling the amount of theatres in its release. Win Win skyrocketed 153% to $1.1 million, increasing the theatres in its release by a factor of six. The Oscar-winning Best Foreign Language Film In a Better World opened to an $8,800 per-screen average. The Danish movie debuted lower than last year's winner, The Secret in Their Eyes.

This Friday 80s comedy remake Arthur will open widest, followed by stoner comedy Your Highness, girl assassin pic Hanna, and Soul Surfer, the tale of a teen surfer who survived a shark attack.