Lee Daniels’ The Butler (2,933 screens) easily outshone all
other films at the box office this weekend, earning $25 million, a figure above what most predictors expected it to
bring in. The film cost $30 million to produce. Based on the true story of an
African-American butler (Forest Whitaker) who worked in the White House under
six presidents, The Butler was
particularly popular with women (60% of viewers) and people over 35 (76% of viewers).
It played most strongly in the Northeast and especially Washington, D.C., where
the film is set.
It is fairly typical that distribution companies release
dramatic features aimed at women and older audiences in mid to late August. After a summer of tentpoles and 3D sci-fi
blockbusters, these demographics are starved for films that don’t feature men
in capes or multiple explosions. The
Butler was originally slated for an October opening, but TWC wisely decided
to take advantage of this late-summer demand, a choice that the studio is no
doubt very happy with.
The Weinstein Company can also attribute much of The Butler’s success this weekend to its
popularity among African-American audiences, many of whom went to see the film
with their church groups. TWC reached out to many religious leaders in the
black community to promote The Butler,
a popular practice among studios when releasing black- and civil rights-themed
movies. A special trailer, altered from the one shown in theatres, was created to appeal to church parishioners, and the company
even produced a “scripture guide” meant to promote faith-based discussion in
relation to the film. Black audiences made up 39% of total Butler tickets purchased this weekend, a very high percentage.
Unfortunately for Universal, Kick-Ass 2 (2,940 screens) did even more poorly
this weekend than expected. The studio had predicted earnings of nearly $20
million, identical to Kick-Ass’s take
its opening weekend three years ago. However, the sequel—which was made for $28
million—only grossed about $13.5 million,
or less than 70% of its expected profits. This put it in a near tie with Elysium, now in its second week in
theatres. However, Elysium earned
about $40,000 more than Kick-Ass 2,
placing the sci-fi thriller in third place above the superhero sequel, which
came in at fourth. Surprisingly, We’re
the Millers, also in its second week, continued to perform well, grossing
$17.8 million and landing in second place behind The Butler. We’re the Millers
now has the smallest drop in earnings (just 33%) between its opening and
second weekend of any film of the summer.
Like Kick-Ass 2, the two other features opening this
weekend, Jobs and Paranoia, both underperformed. Though they were both smaller releases, Open Road
Films and Relativity Media, respectively, had expected better showings. Jobs (2,381
screens) (a biopic of Apple founder Steve Jobs, played by Ashton Kutcher)
made $6.7 million and achieved a
seventh place finish. Paranoia (2,459 screens), by far the
worst-reviewed film currently in theatres, managed to dredge up a paltry $3.5 million—a disaster for a film
which cost ten times that amount to make, and which stars up-and-coming leading
man Liam Hemsworth (The Hunger Games)
as well as film royalty Harrison Ford and Gary Oldman.
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