Box Office Guru Wrapup: "Messengers" Scores Slim Win Over Super Bowl WeekendThe Messengers" opened at number one driven by teenage girls and young women while the Diane Keaton comedy "Because I Said So" bowed close behind in the runnerup position drawing upon older women.
The overall box office picture was bleak as the top ten slumped below the $70M mark for the second time in three weekends.
Sony scored its seventh consecutive victory over Super Bowl weekend with the haunted house spookfest "The Messengers," which grossed an estimated $14.5M in its debut frame. The PG-13 pic averaged a solid $5,736 from 2,528 locations but was weaker than the studio's previous three hits that ruled this particular weekend. Last year, the horror pic "When a Stranger Calls" topped the charts with a $21.6M opening and $7,205 average, in 2005 "Boogeyman" led with a $19M bow and $6,232 average, and in 2004 "You Got Served" hit number one with $16.1M and a $8,341 average. "Messengers" did however post the best opening for a horror film since October's "Saw III." A long string of terror flops were tossed into the marketplace in between with disappointing results.
Budgeted at only $16M, "The Messengers" skewed to a young female audience. According to studio research, 53% of the crowd was female and an equal percentage was under the age of 21. The studio is already planning for next year's Super Bowl frame when it will release the horror remake "Prom Night," which will again cater to the same crowd. Teenage girls and young women historically have been the group least interested in football's big championship game making them an attractive audience to target on this weekend. Creepy PG-13 films with strong female characters coupled with saavy marketing have led to many number one hits for Sony and its Screen Gems unit. But with the grosses getting smaller, movie fans could be telling Hollywood that it is dipping into this well too often.
Opening in second place with respectable results was "Because I Said So" with an estimated $13M from 2,526 theaters. Averaging $5,155 per location, the PG-13 film stars Diane Keaton as a meddlesome mother trying to find love for her unmarried daughter played by Mandy Moore. Men showed practically zero interest in the Universal release. Studio research showed that a whopping 82% of the audience was female. The film also played more to Keaton fans than to the Moore crowd as 55% of the turnout was 35 or older. 83% was Caucasian. Critics trashed "Because" and "Messengers" may have eaten into its potential with younger women.
Last weekend's number one film "Epic Movie" dropped a sizable 56% in its second weekend and ranked third with an estimated $8.2M. With $29.4M in ten days, the spoof comedy looks on course to finish with $40-44M making it a bit smaller than Fox's spoof from last February "Date Movie." That spin on romantic comedies grossed a somewhat stronger $33.8M in its first ten days, had a slightly lower 53% sophomore drop, and found its way to $48.5M.
Fox's runaway smash "Night at the Museum" slipped only 29% and placed fourth with an estimated $6.8M pushing its tally to $225.4M. The durable Ben Stiller blockbuster became the first film to spend seven weekends in the top five since 2004's "The Passion of the Christ."
Universal's mob thriller "Smokin' Aces" dropped 57% to an estimated $6.3M in its second weekend and put its cume at $25M after ten days. The step dancing hit "Stomp the Yard" followed with an estimated $4.2M, off 45%, for a total of $56M. The Oscar-nominated musical "Dreamgirls" saw the worst decline of its run dropping 40% to an estimated $4M. Cume stands at $92.8M.
Picturehouse added 259 theaters to the run of the fantasy pic "Pan's Labyrinth" and stayed put at number eight with an estimated $3.7M. With six Academy Award nominations, the R-rated film upped its cume to $21.7M while its average of $3,383 was the third best in the top ten. Will Smith's tenth career $100M blockbuster "The Pursuit of Happyness" took in an estimated $3.1M, down 38%, for a $157.4M total to date.
Tied for tenth place with an estimated $2.7M in ticket sales each were the Helen Mirren Oscar nominated pic "The Queen" and the Jennifer Garner dramedy "Catch and Release." The Miramax contender for Best Picture slipped 33% raising its cume to $45.5M while the Sony flick tumbled 65% in its second weekend thanks to its female audience shifting over to the frame's two new releases. The ten-day total stands at a weak $12M.
The horror remake "The Hitcher" also saw sales nosedive and dropped out of the top ten. The Focus release slumped 68% to an estimated $1.2M giving the R-rated scarefest only $15.6M overall. A final gross of $17M seems likely.
MGM and The Weinstein Co. saw a solid start for its indie drama "Factory Girl," starring media darling Sienna Miller grossing an estimated $95,000 from only three theaters for a stellar $31,764 average per site. Bowing in just New York and Los Angeles, the R-rated film tells of the rise of Edie Sedgwick and her mentor Andy Warhol. Reviews were mostly negative.
The top ten films grossed an estimated $66.5M which was off 13% from last year when "When A Stranger Calls" opened at number one with $21.6M; and down 19% from 2005 when "Boogeyman" debuted on top with $19M.
Author: Gitesh Pandya, www.BoxOfficeGuru.com