The Weekend Report, June 24, 2012

Honest Babe

Pixar’s 13^th consecutive feature box office topper Brave hit the bullseye with an estimated $66.8 million debut. That largely left just scraps for two other national debuts. The historic horror mash-up Abe Lincoln: Vampire Hunter bowed in third position with $16.1 million while the terminal rom-com Seeking a Friend for the End of the World rounded out the top 10 with a $3.8 million tally.

In the niches Hindi Teri Meri Kahani grossed $463,000 at 94 locations while Tamil Saguni displayed comparable strength of $121,000 from 22 locations. Exclusive premieres included a disappointing $16,900 box office for policy changing doc The Invisible War from four playdates to a rock ‘em, sock ‘em $374,000 gross for Woody Allen’s To Rome with Love in its initial five outings.

Overall weekend revenues were slightly more than $180 million that topped last weekend’s results by 27%. However, box office was again trailing 2011 revenues by 8%. A year ago Pixar’s Cars 2 shifted to $66.1 million with Bad Teacher in second gear with $31.6 million.

A decade ago you couldn’t have a better brand than Disney for animation and family fare. Today, Pixar is comparably peerless and under the same corporate banner. While no one doubted the opening strength of the Scot princess of Brave, industry b.o. trackers predicted a reduced virility between $55 million and $60 million. Otherwise opening exit demos were predictably female skewing with 57% of viewers; 55% aged 25 years or younger and 66% composed of families.

Brave also opened day-and-date in 10 international territories including Australia, Russia and China (Scotland will have to wait) with initial estimates of $13 million. With soccer finals in full swing and the Olympics in July the upcoming summer blockbusters won’t be blanket bombing foreign openings for the remainder of the summer.

The stakes for Abraham Lincoln: Vampire Hunter were as a viable piece of counter-programming targeted at young males. Tracking estimates ranged from $16 million to $20 million and proved to be a little over generous. Reviews tended to be mixed negative with an opening weekend crowd composed 56% of males and 53% aged 25 years and older.

Demos weren’t available for Seeking a Friend … but it truly underwhelmed estimated of $6 million to $7 million. The concept of a relationship on an apocalyptic deadline was met with tepid response that marquee value performers could do little to enhance commercially.

Whether marked on the curve or on its own merits, To Rome with Love was not getting the sort of love accorded last year’s Midnight in Paris. Nonetheless the Woodyites were out in force ringing up capacity screen averages of $74,280. Last year’s alternative champ’s closest 2012 rival remains The Best Exotic Marigold Hotel that’s currently approaching $40 million domestically. The season’s other significant mature appeal winners include Moonrise Kingdom, Bernie and Intouchables (50% of its revenues in Quebec).

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