'Avengers' shatters opening weekend record

The Avengers not only broke the record for highest opening weekend, the superhero picture did so by over $30 million, becoming the first film to cross $200 million in its first weekend, for an estimated total of $207 million. First and fastest--that's what superhero movies are all about, and this one received high marks from audiences (A+ CinemaScore) and critics (93% positive on Rotten Tomatoes). People are already estimating that the U.S. opening weekend could mean a $400-500 million domestic total, but the real action will be abroad. Overseas, where it opened a week before the U.S., The Avengers has earned $441 million to date. With a reported production budget of $220 million, and hefty marketing costs on top of that, Disney sank a lot of money into the film. But in this case, even doubling or tripling the investment will yield hundreds of millions.

Whoever in Marvel Comics cooked up the idea of bringing together many of their comic books' biggest superheroes deserves to have their pockets stuffed full of cash. Writer/director Joss Whedon gets points too, for making the superheroes interact with each other in such an authentic way. What a way to kick off summer 2012!

Fox Searchlight astutely offered counterprogramming targeted at indie-loving, older audiences. The Best Exotic Marigold Hotel earned $27,000 per screen in 27 locations, for a total of $750,000. The tale of English retirees who end up in a less-than-ideal retirement complex in India was a hit overseas, and it appears American audiences like it too. The talented ensemble THe Acast includes Maggie Smith, who has been a hit among viewers of all ages for her sharp-tongued lines in "Downton Abbey."

The dark comedy Bernie, starring Jack Black and Shirley MacLaine, averaged $17,000 per screen in its second week. At the indie box office, older stars currently seem to be the ticket to higher returns.

The ballet competition documentary First Position was en pointe this weekend, debuting to a $10,000 per-screen average at five locations. For many American girls, ballet lessons are a rite of passage, and good reviews assured that ballet dancers past and present, as well as spectators, would enjoy this Spellbound-like doc.

Kate Hudson probably wishes the returns for her romantic melodrama A Little Bit of Heaven were kept under wraps. With an average of $891 per screen at eleven locations, this is a big box-office disappointment.

This Friday, Johnny Depp plays a vampire in Tim Burton-directed Dark Shadows.

 

'The Lucky One' and 'Think Like a Man' vie for date-night audiences

Best-selling author Nicholas Sparks has a solid track record at the movie box office, and it should remain unsullied by the release of The Lucky One (3,155 theatres). Starring Zac Efron as a former ex-soldier and the newbie Taylor Schiller as the object of his affection, the romance is "good-looking but hollow," according to our critic Daniel Eagan. The "smoothly entertaining but easily forgettable" love story sounds like just the kind of undemanding film suitable for a girls' night out or date night. The PG rating and presence of former tween star Efron should draw in younger audiences in particular. Experts predict an opening north of $20 million.

Although it's opening in only two-thirds of the locations of The Lucky One, Think Like a Man (2,015 theatres) could be the underdog that makes big. The "astute, contemporary romantic comedy," as described by THR's Michael Rechtshaffen, has been picking up steam. It may earn in the mid-twenty millions, surpassing the military romance many have seen as the front-runner. Based on Steve Harvey's book Act Like a Lady, Think Like a Man, the comedy follows in the footsteps of other advice books-turned-movies, like He's Just Not That Into You. With a primarily black cast, the comedy should do particularly well among the same demographic, which is known for turning out on opening weekend. That could bring the release to the top spot.

A couple of films this week are taking advantage of holidays, both official and unofficial. Chimpanzee (1,563 theatres) is a Disneynature release timed to Earth Day, which is this Sunday. The first of the four Earth Day films, 2009's Oceans, opened to $8 million and earned four times that in total. Last year's African Cats opened to just $6 million and finished with just double that figure. Apes are more personable and relatable than cats, so Chimpanzee could end up doing slightly better than last year's offering. The nature docs are designed to tell family stories that appeal to kids, so "anthropomorphism can get heavy-handed, [and] the family values of teamwork and loyalty sometimes overstated," according to critic Marsha McCreadie. Parents may prefer "Planet Earth," but their kids will probably adore the Disneynature version.

Today is also 4/20, the celebrated stoner holiday, so what better day to release Marley (45 theatres), a documentary about the famous reggae musician Bob Marley, who also liked to partake in Jamaica's intoxicating crop. McCreadie calls it a "benchmark" and "must-see," even though she also harbors some reservations, noting that at the end of the long movie, "you are in the paradoxical position of wanting less movie, more Marley." The Magnolia release will open day-and-date with Facebook, so the industry will be watching to see the impact that has on the doc's theatrical release.

 On Monday, we'll see if The Lucky One or Think Like a Man clinched the top spot, and if the topical Earth Day and 4/20 releases attracted their respective audiences.