The Weekend Report: June 1, 2012

Father, O Brother!

Madagascar 3: Europe’s Most Wanted fended off the competition that included two high profile debuts to lead the weekend box office with an estimated $35.8 million.

The wide release debuting films both underperformed with the discordant Rock of Ages slotting third with $15.1 million and the Father’s Day surprise That’s My Boy two notches down at $12.9 million. Also new was Bollywood’s Ferrari Ki Sawaari with an OK launch of $267,000 at 99 venues and a not particular tuneful $148,000 gross for the rap profile Something for Nothing at 157 stands.

Limited and exclusive newcomers were largely undistinguished with the exception of Your Sister’s Sister that brought in $114,000 from a lucky 13 of engagements.

Overall box office pushed to close to $135 million for the frame and a 28% drop from seven days earlier. It was also off the 2011 pace by 15% when the opening of Green Lantern led the field with $55.1 million and freshman Mr. Popper’s Penguins ranked third with $18.4 million.

Industry trackers had pegged Rock of Ages to open somewhere in the mid-$20 million range and gave it a slight edge over the seemingly similarly strong That’s My Boy. However, there was a strong sense that the film was in trouble because it was difficult to identify its target audience. Previews saw scant interest from under 25s as well as the older crowd that grew up with its 1980s soundtrack.

While the tune town saga boosted its profile with the casting of Tom Cruise as a dissolute rock star, it was hardly catnip to his fans. About the only thing that was evident was a stronger response from women and opening exit demos concurred with a 62% female audience with 74% of ticket buyers aged 25 years and older. While it had some critical defenders the film was largely accorded withering reviews.

That’s My Boy was also critically ravaged but that’s par for the course for most Adam Sandler comedies. Studio insiders were still hopeful the broad, blue antics could muster a $20 million weekend just prior to opening day. Its 54% male, 52% under 25 year old audience conformed to his fan base … there simply weren’t enough of them.

Summer 2012 is fast evolving as a bloody battlefield with heavy casualties, some pyrrhic victories and a couple of genuine blockbusters. The fast faders have been a real boon for alternative pictures that have been able to secure multiplex playdates to fill in the gaps. Still most haven’t had the marketing budget to fully capitalize on the unexpected opportunities.

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