Friday Report: 'Paranormal Activity 2' Hits Supernatural High
by Brandon Gray
October 23, 2010
On Friday, Paranormal Activity 2 delivered the highest-grossing opening day for a supernatural horror movie on record, while the other new supernaturally-themed entry, Hereafter, had a relatively quieter launch. Overall business was up from the same Friday last year, when the first Paranormal Activity led.
Paranormal Activity 2 drew an estimated $20.1 million on approximately 4,500 screens at 3,216 locations, topping The Ring Two's $14.8 million for supernatural supremacy in terms of first day gross. Its Friday gross included a $6.3 million midnight debut at around 1,800 locations, which not only broke Jackass 3-D's October midnight record ($2.5 million) but also the R-rated midnight record, formerly held by Watchmen ($4.55 million).
The horror sequel displayed better staying power than the Blair Witch movies: in a single day, its retention percentage of its predecessor's gross matched Book of Shadows: Blair Witch 2's total retention of The Blair Witch Project. The first Paranormal Activity opened nearly 13 months ago but had a slow roll-out into nationwide release. It peaked at 2,712 locations and its biggest single day was $8.6 million, leading up to a $107.9 million final tally.
After a week of limited play, Hereafter expanded nationwide to close to 2,500 screens at 2,181 locations and grossed an estimated $4.1 million. Among comparable titles, that was less than The Lovely Bones' $5.7 million but greater than Changeling.
True to its content, Jackass 3-D fell on its face in its second Friday, but, since its grosses have been at a high level, that still meant a solid estimated $7.6 million. It was down 66 percent Friday-to-Friday, while the first Jackass dropped 56 percent and Jackass: Number Two tumbled 61 percent at the same point. Jackass 3-D's sum climbed to $73.1 million in eight days, passing Number Two to become the highest grosser of the franchise (though it still has a ways to go to be tops in attendance).
Red held well in its second Friday, off 38 percent to an estimated $4.5 million. The action comedy has posted $33 million in eight days, increasing its lead on Cop Out through the same point among similar titles.
Holdovers in general had small drops. The Social Network showed more staying power, easing 32 percent to an estimated $2.3 million for a $67.9 million tally in 22 days. Life as We Know It dipped 34 percent to an estimated $2.005 million for a $33.5 million sum in 15 days, while Secretariat was right on its heels with an estimated $2.003 million for a $32.4 million 15-day purse, slowing 30 percent.
• Daily Grosses for Friday, Oct. 22