The Weekend Report

The third installment of  unlikely franchise Taken easily led weekend movie going with an estimated debut gross of $40.1 million. Farther back in second spot was the national expansion of Selma with $11.1 million. Also expanding from Oscar qualifying runs was Paul Thomas Anderson’s post-Altman Pynchon adaptation, the neo-noir Inherent Vice, which buzzed $2.8 million from 645 screens.

In the niches a couple of Indian imports bowed with the Telugu Gopala Gopala generating a potent $830,000 from 93 venues. Fortunes weren’t as bright for the Hindi Tevar that eked out $174,000. The Filipino Feng Shui 2—a big hit at the recently concluded nationally-focused Metro Manila Film Fest—had OK results of $103,000 from 30 locations and the Korean Ode to My Father hit the circuit with an excellent $253,000 box office.

Session revenues pushed to roughly 130 million for an 18% decline from the post-New Year’s frame. It was also 9% down from 2014 when the national launch of Lone Survivor grossed $37.8 million and newcomer The Legend of Hercules struggled to $8.9 million.

The public clearly disagreed with critical disdain for the latest Liam Neeson-on-the-run vehicle, with the film outdistancing tracking that suggested an opening salvo of $30 million to $32 million. Studio exit demos showed a slight male tilt of 54% with 64% of the audience aged 25-years and older. Taken 3 opened a week ago in two international territories to a sturdy $5.4 million and added 35 markets this weekend and an impressive $41 million to its ransom.

Despite critical praise and an aggressive marketing campaign, Selma fell short of tracking predictions of $13 million to $15 million. It’s a picture on a long, fractious trek to overcome a perceived resistance to a school lesson. Thursday’s Oscar announcement may provide a positive boost to its fortunes.

Studio demos identified a 61% female crowd with the audience 83% aged 25-years and older. While there’s an obvious appeal to those that remember and/or experienced the event, the film desperately needs to reach a broader base ready for discovery and enlightenment.

Also hoping for some Oscar glitter to enhance its creds is American Sniper that goes strategically wide next weekend following post-Christmas day dynamic results at four theaters. The Imitation Game has been the primary beneficiary to date of Academy buzz but four days hence the likes of Into the Woods and Unbroken could enjoy a second wind.

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