Help us improve the site by taking this survey!

News

Weekend Report: 'Snow White' Takes Big Bite Out of Box Office Apple

by Ray Subers
Snow White and the Huntsman
 

 
June 3, 2012

Any worry that Snow White and the Huntsman would only appeal to young girls wound up being completely unfounded—the revisionist fairy tale played well across all demographics, and easily claimed the top spot at the box office this weekend. MIB 3 and The Avengers did fine business in second and third, while Mexican historical drama For Greater Glory wasn't all that great in its nationwide release. The Top 12 earned $134.6 million this weekend, which is off 12 percent from the same period last year.

Snow White and the Huntsman opened at 3,773 locations and grossed a strong $56.2 million. That's the fourth-highest debut this year behind The Avengers, The Hunger Games and The Lorax, and above last weekend's MIB 3. It's also more than Universal's Battleship has made through 17 days ($55.4 million), and is close to previous Snow White movie Mirror Mirror's entire run ($62.9 million). Among other comparable titles, Snow White obviously didn't come close to Alice in Wonderland's $116.1 million, though it was a hair ahead of The Chronicles of Narnia: Prince Caspian ($55 million) and crushed Universal's Robin Hood ($36.1 million), which was also a grittier take on a classic story.

The stars aligned nicely for Snow White and the Huntsman this weekend. The first major advantage it had was lack of competition: MIB 3 has been doing solid business, but it isn't all-consuming, and the May 18 releases (Battleship, The Dictator and What to Expect When You're Expecting) combined for a meager $14.2 million this weekend.

That being said, Snow White's biggest asset was Universal's savvy marketing campaign. Initial previews emphasized the impressive visuals while alluding to the classic fairy tale story, which piqued interest in the project early. Closer to release, Universal made a concerted effort to get men out to a movie with "Snow White" in the title by unleashing the "This is No Fairy Tale" set of ads that played up the darker, revisionist nature of the movie. That was a risky move—Lionsgate got punished last month for trying to get men interested in an ensemble pregnancy comedy—but men wound up accounting for a very solid 47 percent of Snow White's attendance this weekend.

Perhaps more surprising, though, is that the audience skewed older (52 percent were 30 years of age and up), meaning Snow White had true four-quadrant appeal. It does remain unclear if Snow White will hold up well in coming weeks, though: it received a middling "B" CinemaScore, and there are some very competitive titles (Prometheus, Rock of Ages, among others) on the way.

MIB 3 fell 49 percent to $28.1 million in its second weekend. That's actually a very strong hold for a sequel coming off a Memorial Day opening: in comparison, Indiana Jones and the Kingdom of the Crystal Skull and Night at the Museum: Battle of the Smithsonian both dropped 55 percent in their second weekends. The movie has now earned $111.1 million, which is a tad off from Men in Black II's $115.6 million 10-day total.

Continued with 'The Avengers,' 'For Greater Glory,' 'Moonrise Kingdom' and more... >

Discuss this story with fellow Box Office Mojo fans on Facebook. On Twitter, follow us at @boxofficemojo, and follow author Ray Subers at @raysubers.

Last Weekend
'MIB 3' Beats 'Avengers' With Solid Memorial Debut


This Weekend in Past Years:
• 2011 - 'First Class' Ranks Last Among 'X-Men'

• 2010 - 'Shrek' Reigns Over Meager Parade Again
• 2009 - 'Up' Lifts Pixar to Tenth Smash
• 2007 - 'Pirates' Sinks, 'Knocked Up' Scores
• 2006 - Exes Exceed 'X-Men'
• 2005 - 'Cinderella Man' Pulls a Punch, 'Madagascar' Claims Weekend Title

Related Charts
Weekend Box Office Results
All-Time Domestic
All-Time Fifth Weekends



RECENT ARTICLES
4/23 'Furious 8' Tops $900 Million Worldwide as Disney's 'Born in China' Bests All Newcomers
4/20 'Fate of the Furious' Set to Repeat at #1 as Five New Releases Hit Theaters
4/16 'Fate of the Furious' Debuts with Record International and Worldwide Opening Weekend
4/13 'Fate of the Furious' Revs Engines, Looking at $100+ Million Opening Weekend
4/9 'Boss Baby' Repeats at #1 While 'Beauty and the Beast' Closes in on $1 Billion Worldwide
4/6 'Smurfs 3' and 'Going in Style' Debut as Moviegoers Await 'Fast and Furious 8'
> MORE: News | Features
LATEST UPDATES
WEEKEND: Weekend Estimates, 'Fate of the Furious' #1
SCHEDULE: Fox Dates 'Avatar' Sequels
DAILY: Friday Estimates, 'Fate of the Furious' #1
WEEKLY: 'Fate of the Furious' Tops the Week with $124.9m
DAILY: Thursday, 4/20 (43 tracked)
DAILY: Wednesday, 4/19 (33 tracked)
DAILY: Tuesday, 4/18 (35 tracked)
New MPAA Ratings Added
DAILY: Monday, 4/17 (37 tracked)
> MORE UPDATES