By Leonard Klady Klady@moviecitynews.com
The Weekend Report: March 27, 2011
Burger King
Rodrick indeed ruled as Diary of a Wimpy Kid 2 trumped fellow debutante Sucker Punch to take the weekend box office crown with an estimated $24.5 million. The visually bombastic head game Sucker settled in the second slot with $19.2 million.
The session was chock-a-block with entries in limited and exclusive debuts. The inspirational sports-themed The 5th Quarter proved to be a low scorer with $208,000 tally from 123 courts while in Canada the local vigilante carnage of Hobo With a Shotgun blew away $168,000 at 47 box cars. Also in Canada, Brit import West is West (following up on East is East) compassed to $39,800 from 17 venues.
Exclusives saw good results for the controversial Palestine-set Miral of $65,600 from four screens and $84,300 at seven locales for French comedy Potiche. Also Gallic, animated prize winner Mia and the Migoo rang up $16,400 from a single reported engagement.
Weekend revenues topped $120 million for a slim 5% boost from seven days earlier and sank a further 7% from the 2010 comparable. A year ago the bow of How to Train Your Dragon led with $43.7 million and newcomer Hot Tub Time Machine slotted third with $14 million.
With only a single weekend bettering last year’s record, Q1 domestic box office is running an alarming 23% behind 2010. That’s a lot of catching up to do and certainly a daunting challenge to generate comparable admission stats.
Tracking pegged the weekend as an easy win for Sucker Punch with pundits convinced young males would propel the slightly salacious fantasy of young femme warriors to low to mid-$20 million box office. Indeed exit polling showed the audience as 64% male and 45% under the age of 25. A further 29% were aged 26 to 35 and should those kind of demos continue as they have this year, the summer tentpoles won’t be quite at the level of past seasonal fare.
The second installment of kid lit fave Diary of a Wimpy Kid, Rodrick Rules was pegged to gross between $18 million to $22 million, or at the high end slightly less than what the first episode grossed its opening weekend. Rather it bettered the original by 11% with males edging out females with a 51% slice if the audience. The target audience of youth and families resulted in a crowd comprised 59% under the age of 25. Mars Needs Moms notwithstanding, pictures aimed at the very youngest movie goers have been least effected by viewing declines in 2011.
The other resilient audience segment has been plus 25 women and this weekend that translated into strong holds for the likes of The Lincoln Lawyer and The Adjustment Bureau. As for the elusive four quadrant movie, the only evidence of its existence in Q1 was True Grit.
Weekend Estimates
| Weekend (estimates) March 25 – 27, 2011 |
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| Title | Distributor | Gross (average) | % change | Theaters | Cume |
| Diary of a Wimpy Kid: Rodrick Rules! | Fox | 24.5 (7,730) | NEW | 3167 | 24.5 |
| Sucker Punch | WB | 19.2 (6,340) | NEW | 3033 | 19.2 |
| Limitless | Relativity | 15.2 (5,410) | -20% | 2805 | 41.2 |
| The Lincoln Lawyer | Lions Gate | 10.7 (3,960) | -19% | 2707 | 28.7 |
| Rango | Par | 9.9 (2,710) | -35% | 3645 | 106.4 |
| Paul | Uni | 7.5 (2,660) | -43% | 2806 | 24.6 |
| Battle: Los Angeles | Sony | 7.4 (2,370) | -49% | 3118 | 72.4 |
| Red Riding Hood | WB | 4.3 (1,570) | -41% | 2715 | 32.4 |
| The Adjustment Bureau | Uni | 4.2 (1,840) | -27% | 2282 | 54.8 |
| Mars Needs Moms | BV | 2.2 (1,000) | -59% | 2170 | 19.1 |
| Beastly | CBS | 2.1 (1,350) | -33% | 1585 | 25.3 |
| Hall Pass | WB | 1.7 (1,400) | -35% | 1204 | 42.3 |
| The King’s Speech | TWC | 1.6 (1,480) | -23% | 1062 | 134.9 |
| Gnomeo and Juliet | BV/eOne | 1.5 (1,080) | -36% | 1364 | 95.8 |
| Just Go With It | Sony | 1.5 (1,330) | -34% | 1116 | 100.2 |
| Jane Eyre | Focus | .96 (10,670) | 106% | 90 | 1.9 |
| Unknown | WB | .62 (900) | -51% | 688 | 62.2 |
| Tangled | BV | .52 (1,730) | -16% | 301 | 198.5 |
| I Am Number 4 | BV | .48 (940) | -52% | 512 | 53.5 |
| Win Win | Searchlight | .46 (20,040) | 207% | 23 | 0.67 |
| Cedar Rapids | Searchlight | .41 (1,200) | -22% | 342 | 6.1 |
| Big Mommas: Like Father, Like Son | Fox | .37 (910) | -48% | 406 | 36.9 |
| Of Gods and Men | SPC | .35 (2,960) | 26% | 120 | 2 |
| Weekend Total ($500,000+ Films) | $115.60 | ||||
| % Change (Last Year) | -7% | ||||
| % Change (Last Week) | 5% | ||||
| Also debuting/expanding | |||||
| The Fifth Quarter | Rocky Mtn | .21 (1,690) | 123 | 0.21 | |
| Hobo With a Shotgun | Alliance | .17 (3,570) | 47 | 0.17 | |
| Kill the Irishman | Anchor Bay | .14 (3,440) | 1% | 41 | 0.5 |
| Potiche | Music Box | 84,300 (10,540) | 7 | 0.08 | |
| Miral | TWC | 65,600 (16,400) | 4 | 0.07 | |
| West is West | D Film | 39,800 (2,340) | 17 | 0.04 | |
| Winter in Wartime | SPC | 26,200 (3,270) | 75% | 8 | 0.05 |
| White Irish Drinkers | ScrnMedia | 17,900 (2,980) | 6 | 0.02 | |
| Jaloux | Seville | 17,700 (2,210) | 8 | 0.02 | |
| Mia and the Migoo | Gkids | 16,400 (16,400) | 1 | 0.02 | |
| My Perestroika | INFC | 14,600 (14,600) | 1 | 0.01 | |
| Catch Me I’m in Love | ABS | 6,200 (6,200) | 1 | 0.01 | |
| Peep World | IFC | 5,800 (1,940) | 3 | 0.01 | |
| Bal (Honey) | Olive | 4,300 (4,300) | 1 | 0.01 | |
| Domestic Market share (Jan. 1 – March 24, 2011) |
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| Distributor (releases) | Gross | Market Share | |||
| Paramount (9) | 393.3 | 20.20% | |||
| Sony (10) | 352.5 | 18.10% | |||
| Buena Vista (6) | 246.8 | 12.60% | |||
| Warner Bros. (13) | 227.2 | 11.60% | |||
| Universal (7) | 204.5 | 10.50% | |||
| Weinstein Co. (3) | 129.3 | 6.60% | |||
| Fox (5) | 86.1 | 4.40% | |||
| Fox Searcchlight (4) | 79.5 | 4.10% | |||
| Relativity (4) | 57.8 | 3.00% | |||
| CBS (3) | 52.6 | 2.70% | |||
| Lions Gate (6) | 23.5 | 1.20% | |||
| Focus (3) | 21.9 | 1.10% | |||
| eOne/Seville (7) | 13.9 | 0.70% | |||
| Summit (3) | 12.2 | 0.60% | |||
| Sony Classics (5) | 11.1 | 0.60% | |||
| Other * (83) | 38.3 | 2.00% | |||
| 1950.5 | 100.00% |
