March 11, 2007
Weekend Estimates
Domestic Market Share

The eye-popping graphics of 300 corralled close to half of weekend business with a staggering estimate of $69.5 million. The historic drama was virtually the only new national release though the inspirational The Ultimate Gift did unspool in 800 locations for a $1.2 million tally. Additionally there was an excellent $40,000 per screens for the six exclusives of The Namesake.

The Battle of Thermopylae had previously inspired the 1962 outing The 300 Spartans that was pretty spectacular stuff in its day. The new 300 is derived from the Frank Miller graphic novel and its combination of animation and capture motion anticipated a strong debut that grew from $35 million to $50 million leading up to its opening.

Not unexpectedly exit polls identified young males as 60% of its audience though an R-rating kept some teens away. Nonetheless it scored as the highest grossing March debut and third biggest opening for a Restricted film behind Matrix Reloaded and The Passion of the Christ. Imax versions were estimated to have grossed $3.4 million from 62 sites that exceeded Superman Returns‘ prior apex of $3 million.

On the heels of last weekend’s better than expected bow of Wild Hogs, the mood is buoyant in the exhibition sector that begins its annual convention ShoWest tomorrow in Las Vegas. Weekend revenues were slightly in excess of $150 million for a 23% boost from the prior weekend. Box office was 43% improved from 2006 when debuts of Failure to Launch, The Shaggy Dog and The Hills Have Eyes led with respective grosses of $24.4 million, $16.3 million and $15.7 million.

Holdover titles were generally strong though the 49% decline of Zodiac was more extreme than expected and bodes ill for the highly lauded, high profile entry. Ghost Rider became the first 2007 release to hit $100 million and Wild Hogs relatively modest 30% erosion and $77.4 million cume in 10 days is headed for the same benchmark.

The Ultimate Gift flexed no better than fair business for an inspirational family offering. Its DVD prospects are proportionally better. Meanwhile, the stealth appeal of Amazing Grace continued with the addition of 210 playdates and a slim 6% decline in its theater average.

The last gasps of the Oscar slate has winnowed down to Pan’s Labyrinth, The Queen and The Last King of Scotland.The only winner that’s translating is late starter foreign-language recipient The Lives of Others.

In exclusives only the drama of transplanted Indians in Manhatten _ The Namesake _ demonstrated commercial potential from six screens in four cities. The Host _ the slick horror movie and South Korea’s all-time box office champ _ didn’t translate well into English with a $280,000 gross and roughly $4,000 per engagement average. It’s done considerably better in its launches in France and Spain.

Other new entries included Believe in Me based on the true saga of a girls’ basketball team that grossed about $80,000 from 56 courts and the critically lauded Beyond the Gates on Rwanda’s dark days that rang up $6,400 from a single Manhattan screen. Into Great Silence, a doc on sequestered European monks, added a theater and grossed better than $20,000 from its two engagements.

– Leonard Klady

Weekend Finals – March 9-11, 2007

Estimates – March 9-11, 2007

Domestic Market Share: Jan 1 – March 1, 2007

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