The Weekend Report (4 day) – July 4, 2001

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Transformers: Dark of the Moon blasted to an opening weekend estimated at $116.2 million to take the weekend box office crown and vacuumed up roughly 46% of all ticket sales for the Independence holiday frame. Two other films debuted in hopes of finding a bit of counter-programming appeal but failed to find the love. The Tom Hanks’ vehicle Larry Crowne finished in position four with $15.7 million and the teen targeted Monte Carlo was at sixth with $8.8 million.

In the niches Bollywood offered two new entries. The clear preference was the younger skewing Delhi Belly with $680,000 from 88 sites while Bbuddah … Hoga Terra Baap was sub-blockbuster with $208,000 at 52 venues. American independent Terri was the only exclusive opener to demonstrate potency with a $81,800 tally from six screens.

Overall holiday rentals rang up close to $250 million for a slight 3% dip from last year. In 2010 the concluding Twilight: Eclipse launched with $83.6 million with The Last Airbender adding $51.8 to the pot.

With the summer season evolving unpredictably there was more than a little trepidation that the third episode in the Transformers’ franchise might not whelm movie goers. It certainly failed to stir the critics and industry tracking crossed its fingers that the film would register around $100 million during the 4-day portion of the weekend.

Things brightened following its global launch Wednesday that provided $64.7 million domestically (plus a virtual carbon copy result internationally). When the dust settled Transformers: Dark of the Moon exceeded expectations. If estimates hold the film will set a new record for the Independence holiday period. Playing strongly to young males the picture had an improved (but still not up to past levels) 57% share from 3D engagements. International estimates peg 3D at a 70% level with the film setting a new opening record.

The film certainly had an effect on other business with last week’s leader Cars 2 taking a 60% hit and most of the other holdovers dropping at least by half. The newcomers both performed at the low end of projections even if they attracted their target audiences. Larry Crowne not unexpectedly had exit demos that translated into 64% female and 81% older than 35 years of age.

With the marketplace bursting at the seams even the alternative mature fare that’s clicking were hard pressed to gain playdates. Still the pictures that are working in more than token fashion – Beginners, Tree of Life, Midnight in Paris, Buck, The Trip –  are maintaining strong response.

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