Friday Report: 'Rio' Takes First, 'Scream 4' Gets Few Calls
On Friday, business wasn't quite what it was cracked up to be as the two new major releases, Rio and Scream 4, failed to excite moviegoers. Friday was still slightly up from the same day last year.

Rio led with an estimated $10.2 million on approximately 6,400 screens at 3,826 locations, and its 3D presentations at 2,591 locations accounted for close to 60 percent of the gross. Its opening day was less than Hop's $11.5 million start earlier this month, but a bit higher than Rango's $9.6 million last month. Those two movies each wound up with opening weekends close to $38 million. Rio also trailed How to Train Your Dragon ($12.1 million) from last spring, and it paled compared to the previous Blue Sky movies Ice Age, Robots and Dr. Seuss' Horton Hears a Who!.

Evidently the Scream franchise was played out long ago, judging by the returns for Scream 4. The horror sequel notched an estimated $8 million on close to 4,400 screens at 3,305 locations, which was about as much as Sucker Punch debuted to last month. That was a tremendous comedown from the previous Scream movies, and more extreme than the drop from Saw V to Saw VI in attendance. Scream 3 grossed an estimated $13.3 million on its first Friday over 11 years ago, or the equivalent of nearly $20 million adjusted for ticket price inflation.

The other horror movie in the market, Insidious, continued to hold exceptionally well in its third Friday. It again posted the smallest percentage decline among nationwide releases, easing 29 percent to an estimated $2.3 million for a $31.5 million total in 15 days. It actually has a chance at out-grossing Scream 4 in the long run, a thought that was seemingly inconceivable until now.

Hop ranked fourth with just under $2.3 million and will move up to third by the end of the weekend. The Easter bunny comedy dropped 59 percent, and it continued to lose ground compared to Rango at the same point, tallying $73.7 million in 15 days.

Soul Surfer held the best among last Friday's openers. The surfer girl drama dipped 42 percent to an estimated $2.13 million for a $14.7 million sum in eight days. Hanna fell 49 percent to an estimated $2.14 million for an $18.1 million total in eight days, while Arthur (2011) tumbled 53 percent to an estimated $2.12 million for a $17.5 million tally in eight days. Your Highness was again the big loser, retreating 67 percent to an estimated $1.26 million for a $13.3 million sum in eight days. Source Code, on the other hand, slowed its rate of descent, off 34 percent to an estimated $1.8 million for a $32.5 million total in 15 days.

The weekend's other technically nationwide new release, The Conspirator, mustered a minor amount of interest as expected, earning nearly $1.1 million at 707 locations.

Meanwhile, Atlas Shrugged: Part I generated $683,000 at 300 locations. That was a modest start for the adaptation of the first third of Ayn Rand's Atlas Shrugged, particularly considering the media hype it received for its topicality and "Tea Party" appeal.

Related Chart:

Grosses for Friday, April 15, 2011

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