'The Wolverine' Disappoints at Healthy Box Office; 'Fruitvale' Lands in Top Ten

Box Office
by Tom Brueggemann
July 27, 2013 3:05 PM
2 Comments
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What comes next: This is looking like one of the most profitable films of the year, with most of foreign and a $125 million-plus domestic total ahead.

3. Despicable Me 2 (Universal) Week 4 - Last weekend: #2

$16,024,000  (-36%) in 3,476 theaters (-344); PSA: $4,610; Cumulative: $306,400,000

Still thriving, holding very well, with $400 million domestic a real possibility. At $661 million total worldwide so far, which much more to go, it is nipping at the heels of Universal's "Fast & Furious 6" (which with China's big opening this weekend is now at $741 million total).

What comes next: This could play in the Top 10 for the rest of the summer.

4. Turbo (20th Century-Fox) Week 2 - Last weekend: #3

$13,325,000 (-37%) in 3,809 theaters (+3); PSA: $3,498; Cumulative: $55,768,000

A decent second weekend hold for this Dreamworks Animation offering, but the reality is it is underperforming. "The Croods," Dreamworks' similarly expensive ($135 million) production, did $26 million in its second weekend (down 38%) last March by comparison. Given indications of better than average audience response to "Turbo," clearly "Despicable Me 2" is doing competitive damage.

What comes next: Foreign is going toneed to be massive to get this to the level that Dreamworks needs.

5. Grown Ups 2 (Sony) Week 3 - Last weekend: #4

$11,500,000 (-42%) in 3,258 theaters (-233); PSA: $3,530; Cumulative: $101,664,000

Less than a 50% drop again, and breaking through $100 million for the critic-proof (at least this time) Adam Sandler and company.

What comes next: This has most of foreign to come, but should near $130 million domestic, making it Sandler's best live-action success since 2006's "Click."

6. Red 2 (Lionsgate) Week 2 - Last weekend: #6

$9,400,000 (-48%) in 3,016 theaters (unchanged); PSA: $3,117; Cumulative: $35,074,000

Holding in sixth place, with a just under 50% fall, this is still soft compared to expectations but at least now has a chance for a couple more weeks play with foreign theaters starting to open. 

What comes next: Lionsgate (where production company Summit is now based) is as good as anyone at nurturing long-term series, but this looks like the end of the road, at least at this expense ($85 million).

7. Pacific Rim (Warner Bros.) Week 3 - Last weekend: #5

$7,540,000 (-53%) in 2,602 theaters (-683); PSA: $2,898; Cumulative: $84,026,000

Another sizable drop, confirming last weekend's indications that this expensive film just isn't sufficiently clicking with domestic audiences despite some core enthusiasm. Foreign however gets the total over $200 million so far, with Japan and China (both expected to be strong supporters) among other territories still to open.

What comes next: This needs to get to the far side of $400 million in worldwide theatrical to have a chance to break even, which is not out of the question, but a long shot. 

8. The Heat (20th Century-Fox) Week 5 - Last weekend: #8

$6,850,000 (-%) in 2,384 theaters (-305); PSA: $; Cumulative: $141,245,000

Yet another modest drop confirming this female-centered picture as the biggest comedy of the summer (even more than Adam Sandler et al).

What comes next: This still has a shot at equaling "Bridesmaids," which ended up at $169 million. Even if it falls just short, it's a massive success, with most of foreign still to come.

9. R.I.P.D. (Universal) Week 2 - Last weekend: #7

$5,900,000 (-54%) in 2,850 theaters (-2); PSA: $2,055; Cumulative: $24,400,000

Not a total collapse, but severe enough with the weak opening, as this total wipeout is likely to disappear from screens after this weekend.

What comes next: This might not gross much more than half of its $130 million budget, not to mention additional marketing costs.

10. Fruitvale Station (Weinstein) Week 3 - Last weekend: #17

$4,657,000 (+530%) in 1,064 theaters (+1,030); PSA: $4,377; Cumulative: $6,339,000

A decent quick expansion for this acclaimed, very topical African-American drama which is now positioned to move ahead as far as word of mouth takes it. These grosses are a little below where "Midnight in Paris" -- the recent high performer among summer specialized expansions -- did at similar theaters (Woody Allen's film grossed  $5.8 million when it jumped to 944 theaters its fourth week). "Paris," which had an amazing sustained run as it reached deeper than Allen's normal audience, made it eventually to $56 million. 

"Precious," another Sundance champion that initially had a similar audience target (both films have crossover appeal beyond African-Americans) was more of a box office phenomenon -- it grossed almost $11 million in its third weekend in only 629 theaters on its way to ultimately $47 million. But Weinstein, by going wider and including a broad swath of the top theaters across the country, is counting on the strength of this drama to bolster its long term appeal and enhance its solid awards chances down the line. We'll see how successful this fairly wide expansion is (which comes with higher marketing costs), but this strong weekend showing suggests they are on the right path.

What comes next: The hold next weekend will be the strongest indication of what the future holds. But this still looks on course to gross at least $20 million, which would be terrific for this low-budget initially specialized appeal film.

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2 Comments

  • Anne Thompson | July 29, 2013 1:19 PMReply

    Without having seen The Wolverine, I agree that Marvel looks out for the long haul and maintains quality consistency compared to the studios. Given that fatigue was always a risk--it's Jackman's sixth time playing the character-- I don't understand why Fox didn't try to differentiate The Wolverine via a new title or marketing hooks. This has virtually the same title as the X-Men Origins: Wolverine, which had worse reviews and may have burnt the audience. Why should anyone go to see something that looks exactly the same? Fox seems to be focused on overseas markets, where the movie has already earned $86 million.

  • jedi77 | July 29, 2013 6:47 AMReply

    I think it is interesting to consider whether the soft opening for 'Wolverine' i caused by general Wolverine fatigue, Hugh jackman as Wolveringe fatifue, superhero fatigue or if it is simply not a natural backlash to the incredibly bad "Origins" film.
    My guess is a slight overall fatigue, but predomantly a complete lack of faith in Fox to make a good Wolverine feature after the first one.
    This should really make studios think three or four times before ruining their own frachises with mediocre films. Had Origins been good, it would have made more money. Had Origins not existed, Wolverine would have made more money.

    Marvel seems to know this better than, say Fox.
    For all the critique you can lavish upon Iron Man 2, it is still is better than X3 Last Stand and Origins. That is how you build a successful franchise. Consistent levels of quality.

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