Weekend B.O. March 15-17 (Halle Has A Hit)

Box Office
by Sergio
March 17, 2013 12:27 PM
23 Comments
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No surprise that Oz The Great and Powerful was No.1 again this weekend. But what was more surprising was the much stronger than expected b.o. opening for the Halle Berry thriller, The Call, which came in second.

Beating the lackluster The Incredible Burt Wonderstone, which became another thorn in the side of Warner Bros' poor box office performance so far this year, The Call opened to an excellent  $17.1 million, making it, since 2003’s Gothika, which opened at $19 million and went on the make $60 million domestically, the best opening b.o. for any film with Berry in the lead role.

Even more impressive, for the modestly budgeted film ($12 million)  directed by indie film and TV director Brad Anderson (The Machinist, Fringe, Treme, Boardwalk Empire) is the fact that it’s playing in some 650 theaters less than Wonderstone.

No doubt the aggressive PR hype with Berry front and center doing TV appearances (and of course even S & A, with yours truly) and the fact that the basic female empowering premise of two women who band together to stop a serial killer targeting women, helped greatly.

Meanwhile Harmony Korine’s controversial and violent Spring Breakers, with Oz’s James Franco along with Serena Gomez and Vanessa Hudgens breaking free from their family friendly Disney image, opened in limited release in just three theaters in N.Y. and L.A. to an astounding  $90,000 average per screen, making it the biggest opening for any film in limited release so far this year.
1) Oz The Great and Powerful BV $42,222,000 Total: $145,026,000
2) The Call TriS $17,100,000
3) The Incredible Burt Wonderstone WB $10,305,000
4) Jack the Giant Slayer WB (NL) $6,220,000 Total: $53,913,000
5) Identity Thief Uni. $4,519,000 Total: $123,706,000
6)  Snitch LG/S $3,500,000 Total: $37,257,000
7) 21 and Over Rela. $2,619,000 Total: $21,868,000
8) Silver Linings Playbook Wein. $2,587,000 Total: $124,613,000
9) Safe Haven Rela. $2,495,000 Total: $66,953,000
10) Escape From Planet Earth Wein. $2,327,000 Total: $52,166,000
11) Dead Man Down FD $2,040,000 Total: $9,287,000
12) The Last Exorcism Part II CBS $1,325,000 Total: $14,430,000
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23 Comments

  • ALM | March 17, 2013 10:07 PMReply

    Congrats to Halle! I see that "Silver Linings Playbook" is still going strong, even though it's just in a few theaters.

  • Ghost | March 17, 2013 9:28 PMReply

    How is this film targeted to us? Nothing in those ads said blacks only. I only know of 3 blacks in this film and one-David Otunga was nowhere in the trailer, He works for the dang company and is married/engaged to an Oscar Winner. Where was he in the trailers?

    This was a film for anyone that wanted to see it. You saw more ads for it in the black community because the lead is a black person. Halle got it more attention because it's coming out around the time hype for the new X-Men movie is starting. She was going to get this film hype no matter what.

    The only black thing Halle has done is planet into the WWE's mind that putting us in the lead role can work out.

  • Amanda | March 17, 2013 8:37 PMReply

    Are you people stupid or what? How many films released per year have a black woman in the lead? Do you morons not think this film would not appeal to black women? Geesh. I get it the film snobs on this board don't seem to understand but people often want to see themselves represented in FILMS. Halle Berry is the top African American actress in Hollywood she really promoted the hell out of this movie getting the word out to black audiences. The LA Times wrote an article about the marketing campaign of the WWE to appeal to black audiences. Honestly, even Nikki Finke from Deadline.com one of the top entertainment websites in Hollywood POINTED OUT this film was marketed heavily towards blacks. Learn to read people. Geesh.

  • sosgemini | March 18, 2013 10:12 AM

    Twice in a row...not role. LOL

  • SOSGEMINI | March 18, 2013 10:11 AM

    Cloud Atlas actually has more black actors and Berry was the lead as well. So I guess she crawled back to us black audiences twice in a role.

  • COMMENT POLICE | March 17, 2013 9:39 PM

    NEVER SAID THE MOVIE DIDN'T APPEAL TO BLACKS, JUST QUESTIONED HOW ONE COULD SEE THE PROJECT AS HER "CRAWLING BACK TO BLACK PEOPLE." SHE'S A BLACK WOMAN EVERY TIME SHE HEADLINES A FILM, SO WHAT'S YOUR POINT WITH THE "HOW MANY FILMS HAVE A BLACK WOMAN AS THE LEAD" QUESTION? SHE DIDN'T SUDDENLY CHANGE ETHNICITIES FOR THIS; SHES ALWAYS A BLACK WOMAN. WHAT MAKES THIS GO ROUND MORE BLACK AUDIENCE-SPECIFIC? YOU DON'T EVEN KNOW. YOU CAN'T JUST CHANGE UP YOUR ARGUMENT, MARISSAMANDA.

  • Truth | March 17, 2013 8:51 PM

    And black people (and everyone else) came to see it so what the fuck is your point? She is also doing X-Men genius! So is she now forgetting black people with her next project? STFU! lol

  • Curtis | March 17, 2013 6:54 PMReply

    So happy for Berry. X man will be another huge check for my girl.

  • Amanda | March 17, 2013 6:27 PMReply

    It is sad that Shadow and Act don't acknowledge the fact that Marissa has a cogent argument. What does it say about Halle Berry that she only decided to make a movie appealing to blacks because her career is in the toilet? When Halle made crappy films with white male love interests such as Dark Tide, Things We We Lost In A Fire, and Perfect Stranger those films bombed.

    However, since Halle Berry's career is basically almost fallen off she desperately went back to the African American audience people she rejected. The real reason this film did well is due to Morris Chestnut who is a popular black male actor. Also, the WWE studio realized by aggressively marketing the film to black audiences through television and radio appearances it worked.

  • sosgemini | March 18, 2013 7:09 PM

    Here's TheWrap's take on who was targeted:
    Produced by Troika Pictures and WWE Entertainment, the independent film involves a serial killer kidnapping a young girl, and it's violent enough to be rated R. But distributor Sony and TriStar focused the marketing campaign on Berry and co-star Abigail Breslin, aimed it directly at women and connected.

    Women made up 61 percent of “The Call's” audience.

  • COMMENT POLICE | March 17, 2013 8:20 PM

    AMANDA, AKA MARISSA, THERE IS NO COGENT ARGUMENT. WHAT ABIUT THIS FILM SPECIFICALLY TARGETS BLACKS? THE MOVIE IS ABOUT SAVING A WHITE GIRL, A STORY WE SEE REPEATED AD NAUSEUM IN THE MEDIA WHILE BLACK CHILDREN AND WOMEN ARE OVERLOOKED. NEXT TIME, THINK BEFORE YOU DECIDE TO PLAY THE MULTIPLE COMMENTER GAME. SAVE IT FOR POINTS THAT MATTER AND MAKE SENSE.

  • Cherish | March 17, 2013 7:12 PM

    How is this movie "appealing" to African Americans, other than having Morris Chestnut in it? Is it because of him? They're the only 2 Black people in, according to the trailer? Morris Chestnut has never been a big box office draw, but it is good to see more of him. He's been doing really well this year since he was also in that Melissa McCarthy movie. If anything, I think THE CALL appeals more to women and young audiences in general rather than just African Americans.

  • Truth | March 17, 2013 6:32 PM

    There is no "cogent argument" so spare us the hater apologist bullshit. Halle is doing another X-men so is that black too? She does a wide array of films so know what you are talking about before you defend haters with no life.

  • Marissa | March 17, 2013 4:42 PMReply

    Am I supposed to be happy for her? The reason she's trying to cater to us once again is because her days of being the go-to white friendly it girl are over and she knows it. Having to crawl back to black must have been a blow to her massive ego lol. Anywho, had this occurred during her peak years 2001-2007 I would be more impressed. In 2013 however, it feels more like a last resort to revive her falling star. Personally, as a black filmgoer, I don't enjoy being treated as a last resort. So by all means celebrate her success and continue to spend your hard earned cash on someone who will only cater to you out of necessity.

  • COMMENT POLICE | March 17, 2013 8:15 PM

    SAY "HALLE BERRY" THREE TIMES AND POOF, THERE'S MARISSA. QUESTION FOR M: ARE YOU SECRETLY ROBIN GIVENS, SHARI HEADLEY, OR SOME OTHER LIGHT-SKINNED FLAVOR OF THE LATE 80'S/EARLY 90'S WHO DIDN'T QUITE MAKE IT TO THE 21ST CENTURY?

  • BeautyIAM | March 17, 2013 5:59 PM

    @Marissa, Oh I see, so you're mad because she didn't make a sequel to B.A.P.S. There is still hope girl, so don't worry. She'll be catering back to us in no time ;)

  • Carl | March 17, 2013 5:37 PM

    You get personal about Halle so take what you give out. Now stand in front of a mirror and make your next film while Halle continues to be successful and wanted by men unlike you. Thanks.

  • Marissa | March 17, 2013 5:23 PM

    Of course you two have to get personal and stray off topic because you know I'm right and have nothing to say against my post. Typical.

  • sergio | March 17, 2013 5:10 PM

    Marissa hey we've missed you. Where have you been? Looks like you're still a big fan of your girl

  • Carl | March 17, 2013 5:09 PM

    Of course your jealous ass shows up. Must suck to know she still has a career and you still have none. Asshole. Choke on it Marissa! lol

  • Roberto | March 17, 2013 1:02 PMReply

    I think more than targeting women, the reason the movie did well was the aggressive advertising to black audiences. Which hasnt been done with a Halle movie since probably b4 she won her oscar, Morris Chestnut and David Otunga were all over urban radio throughout the country. Halle was on stevie harvey's radio and talk show. I think they learned that despite her "mainstream" success black folks are still her biggest audience.

  • Gost | March 17, 2013 4:09 PM

    Well the film is funded by the WWE and that did help too. Right now it's on pace to at least break even before going to DVD. I think they need another 7-8 million to do that. So the WWE is really happy about this.

  • Roberto | March 17, 2013 12:50 PMReply

    Yay for Halle!! Glad she proved she can still open a movie. I just hope this doesnt mean all thrillers all the time for her; not my favorite genre. Saw in a Call press interview that she's working on some things with HBO so hopefully something great comes out of that.

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