Weekend Report: Moviegoers Go 'Home,' 'Get Hard'
by Ray Subers
March 29, 2015
DreamWorks Animation's Home (2015) was a huge hit with family moviegoers this weekend, taking first place with an excellent $52.1 million.
Will Ferrell/Kevin Hart comedy Get Hard also put up strong numbers in second place, while indie horror movie It Follows did decent business in its nationwide expansion.
Among recent family-friendly movies, Home's $52.1 million debut is in the same ballpark as Big Hero 6 ($56.2 million) and The SpongeBob Movie: Sponge Out of Water ($55.4 million). It also ranks as one of the top non-sequel movies ever for DreamWorks, behind Kung Fu Panda ($60.2 million) and Monsters Vs. Aliens ($59.3 million).
In fact, it's the biggest debut for a DreamWorks movie since its distribution deal began with 20th Century Fox in early 2013; that includes How to Train Your Dragon 2, which opened to $49.5 million last June.
If Home follows the same pattern as Monsters vs. Aliens and Mr. Peabody & Sherman, it will finish with around $180 million. With an "A" CinemaScore and virtually no competition on the way, there's a chance it holds up better than that.
So far, 2015 has proved to be a fantastic year for family-friendly movies. All of last year, only four family movies earned over $150 million at the domestic box office; The SpongeBob Movie: Sponge Out of Water and Cinderella have already made it there, and Home will eventually join them. Looking ahead, there's a realistic chance that Inside Out, Minions, The Peanuts Movie and The Good Dinosaur all reach this level as well.
While Home easily took first place, Get Hard was no slouch either: playing at 3,175 locations, the R-rated comedy opened to $33.8 million this weekend. That ranks third all-time among live-action Ferrell movies, and ranks second among Hart's recent slew of leading roles (behind Ride Along).
The movie's audience was 54 percent male and 61 percent were 25 years of age or older. Word-of-mouth is mixed ("B" CinemaScore), and reviews are terrible; add in the fact that this faces direct competition from Furious 7 next weekend, and there's a chance that this falls off quickly. Still, a final total over $100 million isn't out of the question.
The Divergent Series: Insurgent fell 59 percent to $21.5 million. In comparison, the first Divergent movie fell 53 percent to $25.6 million on this same weekend last year. So far, Insurgent has earned $85.9 million total, and is now on track to close in the $130 to $140 million range.
In its third weekend, Cinderella fell 51 percent to $17 million. Despite strong reviews and great word-of-mouth, the movie's holds thus far have been pretty unremarkable. Still, it's already earned nearly $150 million, and will be the highest-grossing movie from 2015 (not in 2015that's American Sniper) by next weekend.
Indie horror flick It Follows expanded to 1,218 locations and took fifth place with $3.8 million this weekend. That's a solid result considering the movie relied almost exclusively on word-of-mouth, social media marketing, and strong reviews (as opposed to a more traditional marketing effort). Distributor Radius-TWC is planning on further expanding the movie next weekend.
Playing at four locations in New York and Los Angeles, writer/director Noah Baumbach's While We're Young opened to $227,688 this weekend. That translates to a very good $56,922 per-theater average, which is the best ever for Baumbach. In comparison, his last movie (Frances Ha) averaged $34,350 in its New York / Los Angeles debut.
This is also the second-biggest per-theater average ever for distributor A24 behind 2013's Spring Breakers ($87,667). They're planning on expanding the movie to select markets next weekend ahead of a nationwide release on April 10th. Baumbach's last two movies, Frances Ha and Greenberg, topped out around $4 million; there's a good chance that While We're Young exceeds that number.
Cinderella led the international box office this weekend with an estimated $38.7 million.
The Disney fantasy opened in first place in the U.K. ($5.5 million), Australia ($3.7 million), Brazil ($3.4 million) and Spain ($2.8 million), and was also solid in France ($3.7 million). To date, Cinderella has earned $186.2 million overseas.
It still has Japan on the way, which is a market that's been very receptive to Disney releases as of late (Frozen, Maleficent and Big Hero 6 were all huge hits). Assuming Cinderella also does well there, there's a good chance that the movie ultimately reaches $300 million overseas.
Playing in 81 markets, The Divergent Series: Insurgent added $29.9 million. Its only major new market was South Korea, where it opened to a so-so $1.5 million. So far, its top market is France, where the movie added $3.1 million for a $10.2 million total. Insurgent has now earned $93.7 million total, and is set to reach Spain next weekend.
Kingsman: The Secret Service grossed $25.4 million this weekend, which brings its total to $208.3 million. Most of the weekend number came from China, where it opened to a strong $20.2 million. Ultimately, look for Kingsman to wrap up its run with around $250 million overseas.
Playing in 63 markets, Home (2015) added $23.4 million this weekend. It opened to a very good $3 million in Mexico, but fell short of $1 million in Germany and Italy. Among holdover markets, it continued to put up good numbers in the U.K. ($3.7 million) and Russia ($3.4 million). The DreamWorks Animation flick has yet to open in five of the top 10 markets.
Coinciding with its domestic debut, Will Ferrell/Kevin Hart comedy Get Hard opened to $4.6 million from nine international markets this weekend. It did decent business in the U.K. ($2 million) and Australia ($1.35 million).
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'Get Hard,' 'Home' Could Be in Tight Race This Weekend
'Insurgent' Surges to $52.3 Million, 'Gunman' Bombs
This Timeframe in Past Years:
2014 - Moviegoers Climb Aboard 'Noah's Arc
2013 - Audiences Re-Enlist With 'G.I. Joe' Over Easter
2012 - 'Wrath,' 'Mirror' No Match for 'Hunger Games'
2011 - 'Hop' Lays Golden Egg
2010 - Kraken Gets Crackin' Over Easter
2009 - 'Fast and Furious' Power Slides to Record Debut
2008 - '21' Scores
2007 - 'Blades' Takes Gold, 'Robinsons' Merits Silver
2006 - 'Ice Age 2' Hot, 'Basic Instinct 2' Not
2005 - Moviegoers Living in 'Sin City'
Weekend Box Office Results
2015 Domestic Box Office