It was another record breaking frame as debuts of the animated Wall-E and the illustrated action adaptation Wantedpropelled ticket sales more than 20% ahead of 2007 figures. Wall-E bowed to an estimated $63.8 million with the shoot ’em up close behind at $51.4 million.

The session also saw a buoyant bow of $1.3 million in Quebec (celebrating Canada Day) for Cruising Bar 2 and an OK launch of $193,000 for Bollywood entry Thoda Pyaar Thoda Magic. Limited freshmen entries ranged from potent to fair with the best of the bunch including French import The Last Mistress with a $32,700 gross from two locations and the non-fiction Trumbo generating $27,300 at three venues.

Wall-E, Pixar’s latest, was always favored to win weekend bragging rights with some pundits predicting an opening salvo of more than $70 million. Conversely, no one expected more than a $40 million debut for Wanted in light of its R-rating and perceived limited distaff appeal. However, a particular clever ad campaign played up Angelina Jolie’s presence and cemented the film as a date movie in the public consciousness.

The animated adventure appeared well on its way to more than $70 million based upon its Friday box office of $23.6 million. So something akin to shock registered when Saturday business dipped by 5%. Uncharacteristically for a family movie there was a strong opening day “want see” and first day business (abetted by school recess) included midnight shows for both Thursday and Friday.

Pixar films traditionally have a strong appeal for adults and initial day exit polls tracked the audience at 47% that were 25 years and older. In fact 22% of the crowd was comprised of unaccompanied adults.

Wanted exits tapped its audience at a mean age of 30 and tilted slightly toward women with a 52% score. Both factors contributed to a considerably bigger than expected opening and gave credence to the studio’s judgment call to move the film from a planned March debut into the summer after viewing an early assembly. Viewed as counter-programming, it came awfully close to prevailing.

Putting aside numerous arcane postings in the record books, the significant achievement was registering two debuts in excess of $50 million that in both instances were not sequels. Historically sequel-lite summers are more apt to translate into better attendance at the multiplex and one can only hope the current season will not glut 2010 with the likes of More Wanted, Iron Man 2, Sexier in the City et al.

Neither of the debuting entries put more than a toe into the international marketplace. Wall-E stepped out in a handful of South American countries including a hefty $1 million tally in Brazil while Wanted’s only significant foreign exposure was in Great Britain where it was a close second to the launch of Prince Caspian with a $5.2 million weekend.

Weekend box office climbed to roughly $190 million for a 32% boost from seven days earlier and a 21% spike from 12 months earlier. Last year’s report card had the debuts of Ratatouille and Live Free or Die Hard at the top of the chart with respective bows of $47 million and $33.4 million.

With the top two titles attracting about 60% of the audience most of the holdovers experienced drops between 45% and 55%. Last weekend’s comedic showdown between Get Smart and The Love Guru translated into sophomoric erosion of 47% and 61% respectively.

Kazakhish epic Mongol continued to show strength as it added 115 theaters and maintained a sturdy $3,880 engagement average. The frame’s other highlight was the social comedy retread Cruising Bar 2 that reversed recent disappointing returns for local productions in Quebec. Its opening $1.3 million salvo was easily the most potent of the year and topped lifetime theatrical grosses for all but one of the 2008 Canadian releases in the province.

– Leonard Klady

Estimates – June 27-29, 2008

Domestic Market Share – To June 12, 2008

Top Grossers Canada – To June 26, 2008

Top Global Grossers – To June 19, 2008

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