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Weekend Box Office: Audiences Hate 'The Devil Inside' All The Way To The Top Of The Box Office

Box Office
by Gabe Toro
January 8, 2012 12:04 PM
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The Devil Inside

The smash-and-grab -- who needs a fourth or fifth weekend, when you can nail down a profit after your first day? Paramount dipped into the kitty and spent a million producing “The Devil Inside” (through their low budget shingle Insurge) and a little bit of marketing later, we have our first big winner of the new year. Final estimates have the studio looking at a big $30 million+ weekend for the latest in a wave of cheap found-footage horror films.

Even when they aren’t massive blockbusters, and even when they aren’t well-liked, this is one peculiar sub-genre that looks like it will continue to make executives rich. “The Devil Inside” was neither expensive nor a favorite, as general reaction to the film seems to be somewhere in the neighborhood of “acidic.” A rare “F” Cinemascore was awarded to the film, and while that sort of negative reaction isn’t unprecedented (horror films generally score low), it’s hard to find a single positive word being said about this effort. And yet you bet they’re popping a few corks over at the studio, stunned they got away with this one.

"Mission: Impossible - Ghost Protocol"
"Mission: Impossible - Ghost Protocol"

Falling out of the top spot after two weeks was “Mission: Impossible - Ghost Protocol,” which should pass the first film’s domestic gross by next weekend. It won’t leapfrog the second film’s mammoth $546 million global take, but it’s worth considering that there was a lot of doubt surrounding the franchise’s vitality, and the $450 million worldwide the film has amassed thus far does a lot to dispel any notions that Tom Cruise isn’t still popular with general audiences. It’s also a bit surprising considering action-heavy blockbusters don’t usually see release in winter months, so expect to see a lot more confidence from studios to let the bullets fly during Christmas.

Sherlock Holmes: A Game Of Shadows” is steadying, and while its grosses don’t match the first film, it’s encountering much smaller drops than its predecessor at this same point. It won’t hit $209 million stateside, as part one did, but it could certainly come close. More troubling is the franchise’s somewhat softer take worldwide, though there are plenty more territories left for the film to make up lost ground. Reports of Mr. Holmes’ demise were, of course, premature.

Girl with the Dragon Tattoo Mara

The weekend’s strongest hold was again “The Girl With The Dragon Tattoo.” The film stabilized thanks to adult audiences waiting past the holidays to catch a sex-filled serial killer thriller, and it should pass $80 million by mid-week, with an outside shot at $100 million. That leaves international, where 'Tattoo' is dealing with its foreign predecessor, itself a global $100 million hit. Sony didn’t skimp, so the positive results remain to be seen, though this title is bound to be a big renter on the DVD market.

Audiences continue getting 'Chipwrecked' as the third “Alvin And The Chipmunks” film made it to nine figures last week. The first two films did more than $200 million stateside, so charitably this franchise probably lost a good quarter of its audience. And yet, a hearty $200 million global ensures that nobody’s going to go poor trotting these characters out over and over and over again.

War Horse

War Horse” is playing to solid, if not spectacular audiences, and it could have the legs (neigh!) to continue pulling in audiences into February, especially in the thick of awards season. Keeping pace with the Spielberg film is “We Bought A Zoo,” which itself has stabilized after a lesser opening. While the 3D-enhanced “The Adventures Of Tintin” continues to stumble about, the picture did cross $300 million worldwide this past week, so not all is lost on that front -- despite less-than-blockbuster numbers stateside, Steven Spielberg can still pretty much cash his own check.

A nationwide expansion of 800 theaters greeted “Tinker, Tailor, Soldier, Spy,” boosting the Brit thriller to solid numbers and a $6.5k per-screen average in its fifth week. The film was more warmly received internationally, and could cross $40 million worldwide within the next few days. Bringing up the rear, because somebody had to, was “New Year's Eve,” crossing $50 million. After five weeks, it’s domestic total has yet to match the first three day tally for “Valentine’s Day.”

"The Artist"
"The Artist"

Finally, at the art house, "The Artist" continues to chug along, adding another $1.1 million to a box office take that should continue to grow steadily particularly as awards season talk heats up. "The Iron Lady" pulled in $172, 000 at five locations, and the week's best per-screen average at $34k. "Pariah" took $112,000 at four locations while "Extremely Loud And Incredibly Close" brought up the rear with a mere $96,000 at on six screens.

Opening in limited release was "Once Upon A Time In Anatolia," which grossed a solid $11k in one NYC theater despite a massive runtime. It was only slightly outgrossed by "Norwegian Wood," but that picture only pulled in $13k at three theaters. And in week three, "Pina" increased it's gross despite not adding any theaters, pulling in $81k on only three screens, while "A Separation" closed its second week by doubling its screen count to six and grossing $96k. Support your local arthouse theater, boys and girls.

1. The Devil Inside, Every Single One Of Us, The Devil Inside (Paramount) - $34.5 million
2. Mission: Impossible - Boogeyman Plan (Paramount) - $20.5 million ($170.2 mil.)
3. Sherlock Holmes 2: Sherlock Holmes Again (Warner Bros.) - $14.1 million ($157.4 mil.)
4. The Girl With The Threatening Body Ink (Sony) - $11.4 million ($76.8 mil.)
5. Alvin And The Chipmunks: Al Qaeda (Fox) - $9.5 million ($111.6 mil.)
6. Battle Equestrian (Disney) - $8.7 million ($57 mil.)
7. We Bought ‘Zoo’ On DVD (Fox) - $8.5 million ($57 mil.)
8. The Adventures Of A Boy Detective No American Could Ever Appreciate And Understand 3D (Paramount) - $7.2 million ($62 mil.)
9. Tinker, Tailor, Souljaboytellem (Focus/Universal) - $5.8 million ($10.3 mil.)
10. New Year’s Eve (Warner Bros.) - $3.3 million ($52 mil.)

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  • GABE TORO | January 9, 2012 3:32 PMReply

    Dear Playlist Readers --

    I want to apologize for my poor choice of words and my reactions to yours. I will assure you that, in the future, no such deplorable comments will be made from me. From here on out, I will learn to respect my readers no matter what as they're what allow me to do what I love.

    Gabe Toro

    PS, I sometimes stick my little gabe shotgun in donkeys.

  • X | January 9, 2012 3:27 PMReply

    I don't understand how the creator of this site hasn't fired you yet. That golden shower comment was disgusting. And if you were my employee, I would've sent you packing immediately. Shame on your mother for not raising you right.

  • CRAMP | January 8, 2012 11:12 PMReply

    Gabe, just ignore the haters. I don't expect you to be the "know-all-be-all" on everything Hollywood and don't take every little thing I read on the internet as fact. When someone blows their lid because of an obvious opinion I can only laugh because it does nothing but show how miserable their lives really are...and how important it is for them to "feel" more knowledgeable than the writer of a blog or column by aggressively spewing the first thoughts from their head onto your comments section. I wouldn't even respond because it turns into nothing more than an endless cycle of defending your views. Oh, and by the way...I enjoyed your article.

  • padre | January 8, 2012 8:10 PMReply

    I was about to piledrive you for saying Sherlock Jr was disgusting, but then I realized you weren't referring to Barry Levinson's enjoyable Young Sherlock Holmes, which remains in my gauzy memory affections, so my spike of anger was misplaced. Buster Keaton, however, did make Sherlock Jr and now I am intrigued.

  • padre | January 8, 2012 8:12 PM

    ^ @ Kure

  • Kure | January 8, 2012 7:16 PMReply

    This easy company guy is on to something.He clearly uses too much fucks but the guy is right.
    Gabe said that mission 4 is not going to outgross mission 2 like he is 100% sure,while in fact its a very known thing that it will outgross it 100%,and he should know this because he is a reporter on a movie reporting site,right??!!
    As for eating your own words it is a little cocky,but the guy is right again.i remember when sherlock 2 just barely opened Gabe went out on a rant how the franchise is finished,how there will be no 3rd Sherlock, and i recall he said something like "time for Sherlock jr" which was disgusting.And also he went on and on how this is all Roberts fault since he is still known as a drug addict,bad boy,that he is not a good guy Johnny Depp,some other things that happened years ago and that he is lucky to have iron man films.It was really pathetic to say at leist and now he did ate his own words by telling Reports of Mr. Holmes’ demise were, of course, premature.
    Which im sure will happen with Ghost protocol as well,like that guy said...
    As for those replies Gabe-you should be ashamed of yourself,you sounded like a 12-year old spoiled brat!!!

  • Gabe Toro | January 8, 2012 8:34 PM

    A few points...
    1) I was not "ragging" on Mr. Downey, but rather saying that his peers don't have the same baggage. Is it a factor in his box office draw? Maybe, maybe not. But, for comparison's sake, Johnny Depp does not have that sort of reputation, Denzel Washington, Will Smith and Tom Cruise don't either. Again, everyone's eager to put it in hierarchical terms, when really, it just is. Those things happened to Mr. Downey, and his fanbase KNOWS that. Slant that fact however you want.

    2) I think pretty much everyone was dubious about a third Sherlock after the second one opened softer. The fact that the film has held steady is a surprise to anyone. I was wrong. Holy shit, someone take away my crystal ball license. Mind you, Guy Ritchie is attaching himself to all sorts of projects AT the WB, so if they're planning on a third film, the WB has little concern about getting a replacement. Could be telling, could not be. We'll see.

    3) To some of the other commenters... our piece goes up VERY early, and sometimes the numbers aren't concrete. So if the piece goes up at 1 PM, and more accurately adjusted stats hit the net at 2 PM, we're not always hanging around the computer to edit. Which is how $6.5k per-screen ends up being $7k. This also goes for international numbers, which appear at wacky times - you can't be sure if a movie is at $150 internationally or $210 internationally, because some people are wonky about reporting numbers like that. So we pride ourselves on getting this piece up asap for our readers, with a little flair and a comprehensive rundown of both mainstream movies and arthouse ones. Sometimes, unfortunately, the math doesn't check out 100%. On our schedule, it couldn't.

    4) Some of you heavily read into the language for the sake of finding a "slant." When I say something was more "warmly received internationally" I am talking about numbers - the international numbers for Tinker Tailor are naturally much higher that the American ones. That's just a fact. Will that continue? I am not making a judgment call on that. But to think I am being critical of American audiences, or the film's stateside appeal, based on what I wrote is definitely jumping the gun.

    5) You know what the bottom line about all this is? WHO FUCKIN' CARES. I don't understand why all you junior Edward R. Murrows are in here ranting about "good reporting" when we're talking the difference of $450 million and $500 million. The bottom line of this article, every week, is that there are a lot of movies out there. Some are good, some are bad, and that's completely irrelevant to how much money they make. If it's a blockbuster, it's a blockbuster. If it's not, it's not. Beyond that, the minutiae of these numbers, and why people care so much, boggles the fucking mind.

    Guess what? With all due respect, "Ghost Protocol" is still a hit. And we all move on to our shitty lives, and our shitty jobs, with our shitty families. And it doesn't matter, because there is truth in the movies. There is no truth in the numbers. We're not Deadline, we actually give a shit about movies beyond "movers and shakers" and "profit margins." No matter what happens in the box office, we urge you, at the end of every article, to support your local arthouse theater. That's the only difference we can make. The rest of it is just boringly commenting on giant money-processing factories.

  • Mike | January 8, 2012 7:28 PM

    Exactly what I came to say, MI isn't showing signs of burning out and it's already at $450m, it's heading for well north of $600m. Also, with $76m in the bag, holds like this & a holiday weekend coming up Dragon Tattoo is certainly destined for well north of $100m. This post also seems happy to slam American audiences for "not receiving Tinker, Tailor, Soldier, Spy as well as international audiences", which is ridiculous considering said intl audiences are pretty muh all in the UK, the only other place it's been released, and the fact that barring the #1 opener, it had a higher theater average than the entire top 20, and outdid The Artist despite playin in almost more 650 theaters. Consider its low key release, slow, complicated nature, and it's doing very well Stateside.

  • Taylor Jones | January 8, 2012 5:11 PMReply

    Honestly, you guys are better served not responding to any negative commentary, no matter how inane or flat-out mind-numbing the comment is. I like your work Gabe but you just sound like an idiot in this section. Just resist, man, show some restraint. Save you words for the thoughtful commentators who might have actually something legitimate to say.

  • god loves all | January 8, 2012 4:36 PMReply

    MI4 certainly has a good chance to pass MI2 is heading for 550m+ with ease

  • StephenM | January 8, 2012 4:25 PMReply

    I really don't understand why people get so worked up about box office numbers and triumphantly browbeat the writers whenever certain movies do well or poorly. Surely what matters most is if the movies are actually any good and whether the people who see them like them? Do the commenters here all have stock in the studios or something?

  • Mike | January 8, 2012 7:35 PM

    A of us get worked up because of the snide and typically innacurate slant he adds to each box office post, and the fact that he shows he's out of his depth when it comes to sensing the trend a film is exhibiting and extrapolating end-game predictions from that, which is what the site has tasked him with for these posts. That and misprinting figures, eg the theater average he posted for TTSS here which was actually north of $7,000. It's not a matter of having a stake in the films' finances but in expecting proper reporting, rather than taking this kind of post as another opportunity to shit on people's tastes. (With the exception of manipulative crap horror that people inexplicably lap up like this week's #1 film, in that case dig away, please).

  • padre | January 8, 2012 6:15 PM

    All of Toro's comment threads are full of these people, whether it is about box office or not. Seldom have I seen a writer evoke such hatred in his devoted readers. I think he is studying under Jeff Wells.

  • Londongeezer | January 8, 2012 3:57 PMReply

    Ah, GT is a real journalist. Never admit a mistake, let alone correct it in the text. Pissing on your readers = much better.

  • Chase | January 9, 2012 3:24 PM

    I can't believe this website lets you get away with comments like that, Gabe. I mean, really, do you have no respect?

  • Gabe Toro | January 8, 2012 4:10 PM

    That's how we do it! Just endless golden showers for our readers! Thanks for the hits, enjoy the pee!

  • Marki | January 8, 2012 3:22 PMReply

    Ugh, I finally saw Dragon Tattoo and was completely bummed. As a fan of the novel and the Swedish film, I was expecting something a little different. Rooney Mara is no better than Noomi Rapace and the title sequence is so random and displaced. Worth a DVD rental not the cost of a movie ticket.

  • marisa | January 8, 2012 2:41 PMReply

    you wrote this text with the ass? my god, mission impossible 4 is an unqualified success. I believe he had spent 700 million dollars. fuck off before you write bullshit

  • easy company | January 8, 2012 1:41 PMReply

    “Mission: Impossible - Ghost Protocol won’t leapfrog the second film’s mammoth $546 million global take”
    oh playlist,playlist what the fuck are you talking about ?????
    are you not aware that this film is well on its way to pass 600 mill worldwide which was reported by deadline,hollywood reporter and many,many others. fuck that,even a dumbest person alive can look at current numbers and see it for itself.
    i cant wait for you to eat your own words

  • Gabe Toro | January 8, 2012 2:04 PM

    Yeah, we're gonna EAT OUR WORDS! That's gonna be SATISFYING! AWESOME! We're such NUMBNUTS! We're dumber than the DUMBEST PERSON ALIVE! YEEEEEAAAAAAH!

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