Friday Report: ‘Fifty Shades’ Plummets, ‘Hot Tub’ Drowns

by Ray Subers
Fifty Shades of Grey

February 21, 2015

It was a tough day at the box office on Friday. Fifty Shades of Grey collapsed heading in to its second weekend, while comedy sequel Hot Tub Time Machine 2 bombed.

It wasn't all bad news, though, as The DUFF and McFarland, USA slightly over-performed against very modest expectations.

Fifty Shades of Grey
added $8 million on Friday, which is off a massive 74 percent from its opening day. Without a Valentine's Day boost, the movie could wind up earning less than $24 million for the three-day weekend. Fifty Shades now seems poised to earn less than the original Twilight movie ($192.8 million) over the course of its run.

At the start of its second weekend, Kingsman: The Secret Service fell 49 percent to an estimated $5.3 million. That result is essentially twice as high as A Good Day to Die Hard and This Means War at the same post-President's Day point. For the weekend, Kingsman should wind up around $17 million.

Opening in third place with an estimated $4.27 million, high school comedy The DUFF had the best start among this weekend's newcomers. That's nowhere close to similar movies Easy A and Mean Girls, though it's also a far more modest release. A decent comparison could be drawn to fellow CBS Films movie Beastly, which targeted a similar audience and opened to $3.6 million back in 2011. The DUFF now seems poised to earn around $11 million this weekend.

The SpongeBob Movie: Sponge Out of Water
dipped 38 percent to an estimated $4 million. It should wind up with around $17 million this weekend, which will put it in a close race for second against Kingsman.

McFarland, USA
rounded out the Top Five with an estimated $3.62 million. That's noticeably higher than Kevin Costner's recent Black or White ($2.25 million), and is about on par with his 2014 sports movie Draft Day ($3.56 million). It also opened at roughly the same level as Disney's last sports movie, Million Dollar Arm ($3.47 million). McFarland, USA should finish the weekend with just over $10 million.

American Sniper
eased 27 percent to $2.72 million, which puts it on pace to earn around $10 million this weekend. To date, the blockbuster war drama has earned a stunning $312.7 million.

Hot Tub Time Machine 2
opened in seventh place with an estimated $2.3 million, which is less than half of its predecessor's $4.85 million debut. The first Hot Tub held well thanks to strong word-of-mouth; with terrible reviews (14 percent on Rotten Tomatoes) and a poor audience response ("C-" CinemaScore), the sequel should fall off much more quickly.

Weekend Projections

1. Fifty Shades of Grey - $23.5 million
2. Kingsman - $17.5 million
3. SpongeBob - $17 million
4. The DUFF - $11.5 million
5. McFarland, USA - $10.5 million
6. American Sniper - $10 million
7. Hot Tub Time Machine 2 - $6.8 million

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Related Stories:
Forecast: 'Fifty Shades' Set to Spank 'Hot Tub' Sequel This Weekend

Related Charts:
Grosses for Friday, February 20, 2015
2015 Domestic Box Office

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