The Weekend Report

It was a crowded house at the multiplex with four new releases taking the top spots in the marketplace. The sci-fi allegory Elysium topped the charts with an estimated $30.3 million with the antic comedy We’re the Millers not far behind with $26.4 million. Family films trailed with the animated Planes prop-elled to $22.2 million and the flagging franchise Percy Jackson: Sea of Monsters at the tail-end at $14.5 million.

There was also heat for a number of exclusive bows including Sundance-prized In a World… that grossed $71,800 at three recording sessions. And solo flights that soared featured the South Korean The Terror Live with box office of $28,200 the drag racing yarn Snake and Mongoose revved up $19,400.

In the niches. Indian imports included a record domestic bow of $2.2 million for the Hindi Chennai Express and a solid $212,000 bow for the Telugu Thalaiva. The limited launch of Lovelace failed to penetrate with a $183,000 tally from 111 exposures. In Québec, local comedy Hot Dog relished $118,000 at 58 carts.

Weekend revenues topped $160 million for a tidy 17% bump from seven days prior. It was also 14% improved from 2014 when the debuts of The Bourne Legacy and The Campaign prevailed with respective openers of $38.1 million and $26.6 million.

While the overall picture was bright individual performance was mixed. The initial high hopes of Elysium diminished as its release orbited and tracking suggested a $30 million debut. The potent yarn of class warfare in the 22nd Century would likely have benefited from an earlier summer release but its current position appeared to suffer from seasonal blockbuster malaise.

The initial domestic crowd tilted 61% male and 63% aged 25-years and older. It also went out in 17 international markets with Russia contributing an estimated $6.8 million of its first foreign salvo estimated at $11 million.

In contrast We’re the Millers was ideally positioned to fill the void of silly comedies. It jump started the weekend and took a fast $11.5 million in two days. It skewed slightly male at 51% with 61% of the audience aged 25-years and older.

Despite a competitive scene for family fare Planes managed to set a record for August animated openings (granted, a low bar). It hit its family target with 85% of opening weekend identified as such. The audience was modestly male at 51% with 58% of eyes aged 25-years and younger.

The first film installment of the Percy Jackson kid-lit fave was a modest grosser domestically but a big hit internationally. It went day-and-date in six foreign climes with the U.K. and Mexico contributing the lion’s share of a $10 million debut.

Sea of Monsters also pre-weekended to get a marketplace toe-hold and generated an $8.8 million two-day gross. It was the sole female tilt among newcomers with 59% and an audience that was 61% aged 25-years and junior.

Holdovers generally took it on the chin with the majority taking 50% to 60% declines. Alternative titles that took the opportunity to expand successfully included Blue Jasmine and The Spectacular Now.

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