Friday Report: 'Rango' Wrangles Lead
by Brandon Gray
March 5, 2011
Rango handily topped the box office on Friday, lassoing an estimated $9.8 million on approximately 5,200 screens at 3,917 locations. Though it grossed less than a quarter of Johnny Depp's Alice in Wonderland on the same Friday last year, it exceeded Depp's previous voice-only role, Tim Burton's Corpse Bride ($6.7 million). Rango's attendance was comparable to How to Train Your Dragon, but its gross was lower than that picture's 3D-enhanced $12.1 million. Distributor Paramount Pictures' initial exit polling indicated that the audience composition was 54 percent female and 54 percent aged 25 years and older.
The Adjustment Bureau debuted in second with an estimated $6.7 million on nearly 3,200 screens at 2,840 locations. Its start was close to Unknown's last month, and it was a big improvement over Matt Damon's last vehicle Hereafter ($4.1 million). In fact, Bureau is poised to post the highest-grossing opening yet for a top-billed Damon movie outside of the Bourne series.
In third, Beastly conjured an estimated $3.5 million at 1,952 locations, which was about on par with Remember Me from last March and nearly four times as much as the last movie featuring Vanessa Hudgens, Bandslam. Beastly was marketed concurrently with I Am Number Four, which may have been confusing considering that both supernatural romances feature Alex Pettyfer in the lead role. Number Four slipped 49 percent Friday-to-Friday to an estimated $1.6 million, bringing its tally to a relatively soft $42.3 million in 15 days.
Take Me Home Tonight was the big bust among new releases, mustering an estimated $1.2 million at 2,003 locations. That was a fraction of both Hot Tub Time Machine and She's Out of My League from last March, and it was even much worse than Adventureland.
Among holdovers, Hall Pass had a decent hold, off 41 percent, though its numbers were still modest with an estimated $2.7 million Friday and $20.7 million eight-day tally. Just Go With It was also down 41 percent, making an estimated $1.92 million for an $83.6 million sum in 22 days.
Unknown took a 52 percent hit, earning an estimated $1.86 million for a $48.4 million 15-day total. The Oscar winner for Best Picture, The King's Speech, was still in the mix, but didn't receive a bump. It eased 13 percent to an estimated $1.6 million, lifting its sum to $119 million in 99 days. It had a greater surge last Friday, before the Oscars.
Gnomeo and Juliet seemed to feel the brunt of Rango. The animated comedy had its steepest fall yet, dropping 52 percent to an estimated $1.5 million, but its total grew to a relatively tall $78.3 million in 22 days.
Meanwhile, Justin Bieber: Never Say Never's tally reached $65.8 million, surpassing the final gross of the Hannah Montana concert movie.
• Grosses for Friday, Mar. 4, 2011
• 'The Adjustment Bureau'
• 'Take Me Home Tonight'