Box Office Wrapup: Great Success! Borat #1 in U. S. and A.
America fell in love with Borat this weekend as the underdog movie-film about a TV journalist from Kazakhstan shocked the film industry by opening at number one, despite playing in a fraction of the theaters as Hollywood's other new offerings.
Shattering expectations, the Fox hit surged ahead of two debuting family films that had hoped to capture the box office title -- Disney's Christmas story The Santa Clause 3 and Paramount's animated comedy Flushed Away.
In the year's biggest box office surprise, the much-talked-about film Borat: Cultural Learnings of America for Make Benefit Glorious Nation of Kazakhstan conquered North America grossing an estimated $26.4M in its first weekend beating out all competitors. Playing in only 837 theaters, the R-rated road trip pic averaged a jaw-dropping $31,511 per theater with sell outs from coast to coast. Based on the character created by British comedian Sacha Baron Cohen, Borat was expected to open with strength in the top five, but was never seen as being powerful enough to reach the number one spot.
Fox debuted the raunchy film in moderate national play hoping word-of-mouth would build and help to bolster the second weekend when it would go fully national. Instead, the red hot buzz and heavy doses of media publicity seemed to fuel demand on opening weekend. According to studio research conducted on Friday, the audience for Borat was 55% male and 53% under the age of 25. Fox expects the audience to broaden as women and older adults begin hearing from their friends about the crude laugher. Critics showered the $18M film with nearly universal praise calling it one of the funniest films of all time. This Friday, the studio will triple the number of theaters expanding to as many as 2,500 locations. A domestic gross well north of $100M is assured.
Borat began the weekend with a potent $9.2M gross on Friday. Unlike many R-rated cult hits aimed at young males, the Kazakh tale grew on Saturday increasing by 10% to $10.1M. Fox is hoping that many of those who were sold out will return on Sunday to get tickets and is estimating a modest 30% drop to $7.1M for the final day of the frame. Brilliant out-of-the-box marketing on Fox's part helped to turn a cult character into a can't-miss blockbuster event thanks to outrageous publicity stunts carefully executed over the past few months which sparked intense curiousity from those unfamiliar with Cohen's creation. People had to just go and see it to believe it. The road ahead looks glorious thanks to positive word-of-mouth, a sophomore weekend expansion, and the additional wave of free publicity that its surprise top spot debut will generate this week.
The opening weekend performance was stunning, but not unique. It matched the results of two other low budget films that attracted widespread media attention from recent years -- Michael Moore's political documentary Fahrenheit 9/11 and the suspense hoax The Blair Witch Project. In June 2004, Fahrenheit also shocked the film biz by debuting at number one with $23.9M from just 868 sites for a stellar $27,558 average. Blair Witch went nationwide after two weeks of very limited play in July 1999 and grossed $29.2M from just 1,101 sites for a colossal $26,528 average landing it in second place. Both films would average about $30,000 per theater at today's ticket prices. Each film expanded the following weekend and went on to reach a final gross that was five times its opening tally.
Overseas, Borat opened day-and-date in Cohen's native U.K. plus in other European markets with fantastic results. Cultural Learnings grossed an estimated $17M from 17 countries and captured the number one spot in Germany and the U.K. With such great success, Borat will surely not be execute.
Settling for second place was The Santa Clause 3: The Escape Clause which grossed an estimated $20M from 3,458 theaters for an encouraging $5,784 average per venue. The Disney sequel debuted well below the $29M launch of the last installment of the franchise from this same frame in 2002. In Escape, Martin Short joins the cast playing the sinister Jack Frost who is out to ruin Christmas. Disney ruled the box office over the first weekend of November for four of the last five years with its family films. Tim Allen's latest G-rated turn as Kris Kringle was expected to be at the top of the charts this time too, but the phenomenon that is Borat was just too much. Competition from Flushed Away also split the family audence in two contributing to Santa's lower-than-expected weekend bow. Reviews were mostly negative.
Opening close behind in third place was the computer-animated toon Flushed Away with an estimated $19.1M from an ultrawide 3,707 theaters. Averaging a good $5,152 per site, the PG-rated pic follows the adventures of a domesticated pet mouse flushed into the underground world of a sewer rat. Hugh Jackman, Ian McKellen, and Kate Winslet provide the voices. The Paramount release was produced by DreamWorks and Aardman Animations who previously made Chicken Run and last fall's Oscar-winning Wallace and Gromit: The Curse of the Were-Rabbit. Flushed exceeded the respective openings of $17.5M and $16M for those two films and earned strong praise from critics. Despite competition from Santa, the sewer pic opened impressively and slightly above expectations.
The long-term race between the two kidpics will be an interesting one to watch given the similar openings. Flushed should benefit from better word-of-mouth, however Santa's Christmas theme could help it stay relevant as the holidays approach. Most yuletide pics debuting in early November have had very good legs with some rebounding over the Thanksgiving frame.
With three new films getting all the attention, last week's champ Saw III got shoved down to fourth place with an estimated $15.5M in its second weekend. The Lionsgate horror sequel tumbled an understandable 54% and raised its ten-day cume to a bloody $60.1M. The latest chapter in the highly successful torture series suffered a larger drop than its predessor Saw II which fell 47% in its sophomore session on its way to an identical ten-day gross before ending its run with $87M. Budgeted at $12M, Saw III looks to depreciate at a faster pace and could be headed for a finish of about $80-85M.
Two former number one hits holding up with great strength followed in the five and six slots with a slender weekend decline of 19% each. Martin Scorsese scored only the second $100M blockbuster of his career over the weekend with The Departed which in its fifth round took in an estimated $8M. The Warner Bros. hit lifted its total to $102.3M and joined the director's last film The Aviator ($102.6M) as his only films to reach nine digits in North America. The Leonardo DiCaprio-Matt Damon crime saga also became the 13th film of 2006 to cross the century mark matching the number of blockbusters at this same point last year. Buena Vista's The Prestige grossed an estimated $7.8M in its third weekend pushing its cume to $39.4M.
Clint Eastwood's war story Flags of Our Fathers expanded by another 185 theaters in its third mission and grossed an estimated $4.5M from 2,375 locations for a weak $1,895 average. The Paramount release saw its weekend take drop by 29% and its average decline by 35% putting the cume at a disappointing $26.6M. The Robin Williams comedy Man of the Year followed in eighth place with an estimated $3.8M, off only 19%, giving the Universal release $34M to date.
Sony's toon Open Season got hurt by the new family films and dropped 47% to an estimated $3.1M in its sixth hunt pushing the sum to $81.4M. Miramax's awards contender The Queen finally popped into the top ten at number ten with an estimated $3M. The Helen Mirren film expanded from 152 to 387 theaters and averaged a solid $7,778 per location. The Queen has seen its theater count and gross climb each week and has now lifted its cume to $10.1M with much more still to go.
Opening with sensational results in platform release was Pedro Almodovar's newest story Volver which bowed to an estimated $202,000 from only five sites for a scorching $40,400 average. Sony Classics released the Spanish-language drama in only three New York and two Los Angeles locations and will expand to other cities in the weeks to come. Penelope Cruz, who is already establishing herself as a serious candidate against frontrunner Helen Mirren in the Oscar race for Best Actress, plays a young woman connecting with the spirit of her deceased mother.
Paramount Vantage generated terrific numbers with the expansion of its cross-continent drama Babel which grossed an estimated $918,000 from 35 theaters for a potent $26,242 average. The Brad Pitt-Cate Blanchett film widened from 7 theaters in New York and Los Angeles last weekend to thirteen additional markets this weekend. Babel opens nationally on Friday in over 1,200 total theaters going head-to-head with four other new wide releases plus the further expansion of Borat. Cume sits at $1.5M.
The Dixie Chicks doc Shut Up and Sing widened from four to nine theaters in its second weekend and grossed an estimated $78,000. The Weinstein Co. release averaged a solid $8,613 and put its total at $146,000.
Four films, including a trio of Sony titles, dropped out of the top ten this weekend. Fox's family drama Flicka grossed an estimated $2.7M, down 43%, for a $17.6M total. The $14M girl-and-her-horse pic should conclude with a not-so-dazzling $22-24M. Sony's period pic Marie Antoinette slipped only 19% to an estimated $2.3M but its cume reached a mere $13M after 17 days. Look for a weak $20M final.
The studio's dysfunctional family flick Running with Scissors fell 35% and took in an estimated $1.7M after its second weekend of national play. With a puny $5.3M in the bank, the Annette Bening comedy should sputter to a dismal $9M. Sony's fright sequel The Grudge 2 has scared up a decent $38M to date. The $20M franchise film looks headed for a domestic finish of about $40M or so. Though profitable, the sequel will end up grossing only about one-third of the $110.2M of Sarah Michelle Gellar's first Grudge pic from two years ago.
The top ten films grossed an estimated $111.2M which was down 4% from last year when Chicken Little debuted at number one with $40M; and down 16% from 2004 when The Incredibles opened in the top spot with $70.5M.
Author: Gitesh Pandya, www.BoxOfficeGuru.com
Shattering expectations, the Fox hit surged ahead of two debuting family films that had hoped to capture the box office title -- Disney's Christmas story The Santa Clause 3 and Paramount's animated comedy Flushed Away.
In the year's biggest box office surprise, the much-talked-about film Borat: Cultural Learnings of America for Make Benefit Glorious Nation of Kazakhstan conquered North America grossing an estimated $26.4M in its first weekend beating out all competitors. Playing in only 837 theaters, the R-rated road trip pic averaged a jaw-dropping $31,511 per theater with sell outs from coast to coast. Based on the character created by British comedian Sacha Baron Cohen, Borat was expected to open with strength in the top five, but was never seen as being powerful enough to reach the number one spot.
Fox debuted the raunchy film in moderate national play hoping word-of-mouth would build and help to bolster the second weekend when it would go fully national. Instead, the red hot buzz and heavy doses of media publicity seemed to fuel demand on opening weekend. According to studio research conducted on Friday, the audience for Borat was 55% male and 53% under the age of 25. Fox expects the audience to broaden as women and older adults begin hearing from their friends about the crude laugher. Critics showered the $18M film with nearly universal praise calling it one of the funniest films of all time. This Friday, the studio will triple the number of theaters expanding to as many as 2,500 locations. A domestic gross well north of $100M is assured.
Borat began the weekend with a potent $9.2M gross on Friday. Unlike many R-rated cult hits aimed at young males, the Kazakh tale grew on Saturday increasing by 10% to $10.1M. Fox is hoping that many of those who were sold out will return on Sunday to get tickets and is estimating a modest 30% drop to $7.1M for the final day of the frame. Brilliant out-of-the-box marketing on Fox's part helped to turn a cult character into a can't-miss blockbuster event thanks to outrageous publicity stunts carefully executed over the past few months which sparked intense curiousity from those unfamiliar with Cohen's creation. People had to just go and see it to believe it. The road ahead looks glorious thanks to positive word-of-mouth, a sophomore weekend expansion, and the additional wave of free publicity that its surprise top spot debut will generate this week.
The opening weekend performance was stunning, but not unique. It matched the results of two other low budget films that attracted widespread media attention from recent years -- Michael Moore's political documentary Fahrenheit 9/11 and the suspense hoax The Blair Witch Project. In June 2004, Fahrenheit also shocked the film biz by debuting at number one with $23.9M from just 868 sites for a stellar $27,558 average. Blair Witch went nationwide after two weeks of very limited play in July 1999 and grossed $29.2M from just 1,101 sites for a colossal $26,528 average landing it in second place. Both films would average about $30,000 per theater at today's ticket prices. Each film expanded the following weekend and went on to reach a final gross that was five times its opening tally.
Overseas, Borat opened day-and-date in Cohen's native U.K. plus in other European markets with fantastic results. Cultural Learnings grossed an estimated $17M from 17 countries and captured the number one spot in Germany and the U.K. With such great success, Borat will surely not be execute.
Settling for second place was The Santa Clause 3: The Escape Clause which grossed an estimated $20M from 3,458 theaters for an encouraging $5,784 average per venue. The Disney sequel debuted well below the $29M launch of the last installment of the franchise from this same frame in 2002. In Escape, Martin Short joins the cast playing the sinister Jack Frost who is out to ruin Christmas. Disney ruled the box office over the first weekend of November for four of the last five years with its family films. Tim Allen's latest G-rated turn as Kris Kringle was expected to be at the top of the charts this time too, but the phenomenon that is Borat was just too much. Competition from Flushed Away also split the family audence in two contributing to Santa's lower-than-expected weekend bow. Reviews were mostly negative.
Opening close behind in third place was the computer-animated toon Flushed Away with an estimated $19.1M from an ultrawide 3,707 theaters. Averaging a good $5,152 per site, the PG-rated pic follows the adventures of a domesticated pet mouse flushed into the underground world of a sewer rat. Hugh Jackman, Ian McKellen, and Kate Winslet provide the voices. The Paramount release was produced by DreamWorks and Aardman Animations who previously made Chicken Run and last fall's Oscar-winning Wallace and Gromit: The Curse of the Were-Rabbit. Flushed exceeded the respective openings of $17.5M and $16M for those two films and earned strong praise from critics. Despite competition from Santa, the sewer pic opened impressively and slightly above expectations.
The long-term race between the two kidpics will be an interesting one to watch given the similar openings. Flushed should benefit from better word-of-mouth, however Santa's Christmas theme could help it stay relevant as the holidays approach. Most yuletide pics debuting in early November have had very good legs with some rebounding over the Thanksgiving frame.
With three new films getting all the attention, last week's champ Saw III got shoved down to fourth place with an estimated $15.5M in its second weekend. The Lionsgate horror sequel tumbled an understandable 54% and raised its ten-day cume to a bloody $60.1M. The latest chapter in the highly successful torture series suffered a larger drop than its predessor Saw II which fell 47% in its sophomore session on its way to an identical ten-day gross before ending its run with $87M. Budgeted at $12M, Saw III looks to depreciate at a faster pace and could be headed for a finish of about $80-85M.
Two former number one hits holding up with great strength followed in the five and six slots with a slender weekend decline of 19% each. Martin Scorsese scored only the second $100M blockbuster of his career over the weekend with The Departed which in its fifth round took in an estimated $8M. The Warner Bros. hit lifted its total to $102.3M and joined the director's last film The Aviator ($102.6M) as his only films to reach nine digits in North America. The Leonardo DiCaprio-Matt Damon crime saga also became the 13th film of 2006 to cross the century mark matching the number of blockbusters at this same point last year. Buena Vista's The Prestige grossed an estimated $7.8M in its third weekend pushing its cume to $39.4M.
Clint Eastwood's war story Flags of Our Fathers expanded by another 185 theaters in its third mission and grossed an estimated $4.5M from 2,375 locations for a weak $1,895 average. The Paramount release saw its weekend take drop by 29% and its average decline by 35% putting the cume at a disappointing $26.6M. The Robin Williams comedy Man of the Year followed in eighth place with an estimated $3.8M, off only 19%, giving the Universal release $34M to date.
Sony's toon Open Season got hurt by the new family films and dropped 47% to an estimated $3.1M in its sixth hunt pushing the sum to $81.4M. Miramax's awards contender The Queen finally popped into the top ten at number ten with an estimated $3M. The Helen Mirren film expanded from 152 to 387 theaters and averaged a solid $7,778 per location. The Queen has seen its theater count and gross climb each week and has now lifted its cume to $10.1M with much more still to go.
Opening with sensational results in platform release was Pedro Almodovar's newest story Volver which bowed to an estimated $202,000 from only five sites for a scorching $40,400 average. Sony Classics released the Spanish-language drama in only three New York and two Los Angeles locations and will expand to other cities in the weeks to come. Penelope Cruz, who is already establishing herself as a serious candidate against frontrunner Helen Mirren in the Oscar race for Best Actress, plays a young woman connecting with the spirit of her deceased mother.
Paramount Vantage generated terrific numbers with the expansion of its cross-continent drama Babel which grossed an estimated $918,000 from 35 theaters for a potent $26,242 average. The Brad Pitt-Cate Blanchett film widened from 7 theaters in New York and Los Angeles last weekend to thirteen additional markets this weekend. Babel opens nationally on Friday in over 1,200 total theaters going head-to-head with four other new wide releases plus the further expansion of Borat. Cume sits at $1.5M.
The Dixie Chicks doc Shut Up and Sing widened from four to nine theaters in its second weekend and grossed an estimated $78,000. The Weinstein Co. release averaged a solid $8,613 and put its total at $146,000.
Four films, including a trio of Sony titles, dropped out of the top ten this weekend. Fox's family drama Flicka grossed an estimated $2.7M, down 43%, for a $17.6M total. The $14M girl-and-her-horse pic should conclude with a not-so-dazzling $22-24M. Sony's period pic Marie Antoinette slipped only 19% to an estimated $2.3M but its cume reached a mere $13M after 17 days. Look for a weak $20M final.
The studio's dysfunctional family flick Running with Scissors fell 35% and took in an estimated $1.7M after its second weekend of national play. With a puny $5.3M in the bank, the Annette Bening comedy should sputter to a dismal $9M. Sony's fright sequel The Grudge 2 has scared up a decent $38M to date. The $20M franchise film looks headed for a domestic finish of about $40M or so. Though profitable, the sequel will end up grossing only about one-third of the $110.2M of Sarah Michelle Gellar's first Grudge pic from two years ago.
The top ten films grossed an estimated $111.2M which was down 4% from last year when Chicken Little debuted at number one with $40M; and down 16% from 2004 when The Incredibles opened in the top spot with $70.5M.
Author: Gitesh Pandya, www.BoxOfficeGuru.com
Related Items
(1-18 of 18 posts) | Reply
 on Nov 05 2006 11:52 PM horray for borat! it frarkin ruled. (Reply to this) |
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on Nov 06 2006 12:48 AM Just saw Borat after not being able to get a ticket all weekend. This movie deserves all the praise it can possibly get. The theater was pretty much all high schoolers and college kids. Everyone was in tears from laughing. I was stuck in the first freakin' row on the far right corner and I still enjoyed it more than any other movie this year. That's how good it is. (Reply to this) |
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on Nov 06 2006 02:29 AM borat is just the best thing out there right now (departed is more artistic, but as a comedy its the best) (Reply to this) |
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on Nov 06 2006 03:47 AM YAY BORAT!!!!!!!!!! It was the best comedy iv'e seen all year, and the second best movie right after the Departed. (Reply to this) |
 on Nov 06 2006 07:21 AM Great success! (Reply to this) |
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on Nov 06 2006 07:32 AM What a shame. After opening at #1, it's all downhill from there. Cohen would be smart to walk away from it now before Hollywood corrupts him. Hollywood will offer him loads of money but of course he will have to "tone down" his comedy to please all the PCs. I'd be catchin' the next plane to Kazakhstan!! (Reply to this) |
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on Nov 06 2006 08:54 AM Who says it's all downhill from here? He established himself with this film on his merit of breaking away from boundaries. Sure, he'll make more and be offered more money, but someone who makes a film that cutting is in it for more than money. If his next movie is a 'Bruno' movie, my least favorite character, I still think he'll do something brilliant with it. Let's not kid ourselves. The plot to Borat was super lame (note: I LOVE Borat and most everything I've seen Sacha Baron Cohen do). The amount of time spent talking about Pamela Anderson vs. Alan Keyes' screen time...I would've preferred listening to Alan Keyes make a bigger fool of himself. I probably would've liked it more, though, if I hadn't spent the past few weeks watching every Borat video I could find on the internet. It is quite hilarious that Borat is more fresh than the Departed on the tomatometer... (Reply to this) |
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on Nov 06 2006 09:25 AM Borat was absolutely hilarious. (Reply to this) |
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on Nov 06 2006 09:46 AM BORAT FOR PRESIDENT 08!!!!!!!!! HIGH FIVE!!!!!! (Reply to this) |
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on Nov 06 2006 09:57 AM In reply to this comment (#848147) I totally disagree with you and I'm glad Borat took a different direction in the film. Borat in the show was very political, ie he intereviewed and mocked politicians, in the movie it was less about that and more about him! WHICH WAS AWESOME!!! We got to see a more intimate side of Borat, his interests, his producer friend, his emotions and feelings. he became a more real 3 demensional character! Tired of Hollywood trying to preach and propogandize their films, just do you effing job and entertain, I already got my education don't need one from buncha high school GED drop out actors! (Reply to this) |
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on Nov 06 2006 09:58 AM In reply to this comment (#848147) My point was look what's happened to comedians in Hollywood after enjoying early success in their careers. Eddie Murphy--no longer funny. Bette Midler--no longer funny. Robin Williams--no longer funny. Chevy Chase--no longer funny. Steve Martin--no longer funny. Jim Carrey--he's getting close to not being funny anymore. The list goes on. Sacha Baron Cohen has "shocked" us right now with his brand of humor but it won't last in LaLaLand. I'm certainly not saying the guy isn't talented but money has a way of making comedians less funny and more "family-friendly." We'll see what happens with Cohen's career from this point on. (Reply to this) |
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on Nov 06 2006 10:40 AM In reply to this comment (#848151) I have to agree! Hollywood is a wasteland an entertainment black hole that sucks entertainment into it and none comes out! Yeah Cohen is funny because he is not hollywood. And look at Napoleon Dynamite and Jared Hess that wasn't hollywood either. Im sure everyone can name a million plus examples. So yeah enjoy Borat/Cohen while you can! It really is as good as it gets! (Reply to this) |
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on Nov 06 2006 10:47 AM [b]Well I couldn't exactly take the kids to Borat...[/b] ...so we went to see Flushed Away instead. VERY good film. They maintained the excellent Aardman-style look and feel, but actually enhanced by the pseudo-claymation CGI they used. They could just "do more" in each frame. Very effective. The film had the whole theater laughing out loud many times, and the kids liked it too. The voice work turned in my Jackman, Winslett and especially Ian McKellen was top-shelf. And when the frogs (who are, of course, French) take action, well, it's pretty frickin' hysterical. And the American tourists are depressingly accurate. :-) We'll definitely be getting the DVD. I've got plans to see Borat next Friday. Niiice! (Reply to this) |
 on Nov 06 2006 02:12 PM I saw Flushed Away and Catch a Fire both of which were pretty good. Nice to see that Volver is off to a nice start. And that The Queen and Babel are both still doing well in limited release. Congrats to The Departed for breaking a 100 million, it deserves it, as it is one of the years best films. (Reply to this) |
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on Nov 06 2006 04:45 PM THE MOVIE NOT (Reply to this) |
 on Nov 06 2006 06:44 PM borat was the funniest movie ever (Reply to this) |
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on Nov 06 2006 08:27 PM her virzine hang like sleeve of wizard! (Reply to this) |
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on Nov 07 2006 09:28 AM Borat's boxoffice will be awsome considering that it did that inonly about 900 theater next week it goes to 2,000 theaters Borat will at least hit $100 million (Reply to this) |
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