Monday, March 10, 2014

‘300: Rise of an Empire’ dominates weekend BO

300: Rise of an Empire debuted to strong numbers this weekend, even if it failed to match the boffo opening of 300. The sequel raked in $45.05 million from 3,470 locations (compared with the first film’s $70.9 million gross) and can largely thank 3D ticket sales for its high returns: 3D screenings accounted for 63 percent of earnings. Thirty-eight percent of the audience for Rise of an Empire was made up of women, an uptick from 300, which drew a crowd that was only 29 percent female. Viewers of both sexes awarded the movie a “B” CinemaScore grade, which isn’t great, and may portend a significant drop in sales over the coming weeks. However, it’s likely the film will continue to perform well abroad. Rise of an Empire may have fallen short of 300 here in the United States, but it out-performed its predecessor overseas. From 58 markets, Empire reaped $87.8 million. Russia led the international crowd with $9.2 million.


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The weekend’s other wide release, Mr. Peabody & Sherman performed to 20th Century Fox’s expectations, though it was still a disappointment for DreamWorks. The update on the classic cartoon grossed $32.5 million. That figure is an improvement over previous DreamWorks films Rise of the Guardians and Turbo, but it failed to match the highs of The Croods and How to Train Your Dragon, which both debuted to over $40 million. Those who did purchase tickets to the film, however, seemed to like what they saw: Audiences gave the movie an “A” CinemaScore rating. That’s a good sign so far as positive word-of-mouth goes, and could help propel the film to an eventual cume of $100 million.


The weekend’s third-place slot went to Non-Stop, which added another $15.4 million to a total that now stands at $52.1 million. The Lego Movie clocked in next with its $11 million gross, a downturn of 47 percent. That drop in sales is the hit movie’s steepest yet, and is probably thanks to competition from Mr. Peabody & Sherman. Lego’s total is currently $225 million.


In fifth place, Son of God earned $10 million, off 61 percent from last weekend. So far, the re-appropriation of The History channel’s “The Bible” mini-series has earned $41.5 million.


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Finally, the weekend’s most exciting box-office news comes in the form of The Grand Budapest Hotel. This latest outing for Wes Anderson broke the record previously set by Paul Thomas Anderson’s The Master for highest-grossing limited live action debut ever (maybe it’s something in the directors’ shared name?). The Grand Budapest Hotel earned $800,000 in total, which works out to a per-screen average of a little more than $200,000 (the movie opened in four theatres, two in LA and two in New York, this weekend). Budapest will expand to 1,000+ locations over the coming five weeks.


 



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