The Weekend Report (3-Day)

The national release of American Sniper was better than a bullseye with a record-breaking estimate of $89.3 million (all figures reflect 3-day box office) that represented roughly 45% of session box office. The Martin Luther King holiday frame saw three other national releases including strong returns of $20.9 million for the urban comedy The Wedding Ringer and $19 million for the beloved kid-lit bear Paddington. Conversely, there was little threat from the hack attack Blackhat, which bowed to $4 million.

The weekend portion of the MLK weekend posted revenues of more than $205 million that expanded box office by 62% from seven days back. It was also 13% better than the 2014 session when debuts of Ride Along and The Nut Job launched respectively with $48.6 million and $25.7 million.

In the niches the Hispanic-targeted Spare Parts had OK response of $1.3 million while the Tamil I (also released in Tamil and Hindi versions) had solid returns of $752,000 from 222 locations. Also strong was the Chinese comedy 20 Once Again with $93,500 at 13 screens. Among exclusive bows the most promising newcomer was the Oscar-contender Still Alice that arrived with $204,000 from 12 engagements.

Following two days in national release American Sniper became the top-grossing best picture nominee among this year’s contenders. While tracking had it clearly in front of the pack this weekend, no one was predicting better than (a still impressive) a $65 million tally. Easily the biggest grossing January debut, it also happens to be the largest opening (unadjusted) ever for a dramatic film or sequel.

Studio exit demos identified the opening crowd as 57% male and 63% aged 25-years and older. A WB spokesman noted that the film played particularly strong with the heartland audience. However, what appears to have pushed it over the top is a significant response from people that identified themselves as rare or infrequent movie goers. It also happens to be (by a country mile) actor-director Clint Eastwood’s biggest ever opener… and he doesn’t have his next project set.

The tradition of opening an African-American comedy for the holiday continued with The Wedding Ringer. It opened slightly below expectations with Sniper taking a bite out of virtually everything at the multiplex. Its audience was 58% female 62% aged 25-years and older.

There was a big question mark hanging over Paddington, a hugely popular children’s book favorite in Europe and South America but not so much in North America. However, marketed for families plus timing and solid reviews contributed to better than anticipated returns. The film was released internationally two months ago and has already grossed a very potent $135 million plus.

While Blackhat hadn’t been tracking well, expectations were for a $7-8 million debut. It’s likely the real life hacking attacks in the news proved more vital than the fictional ones and viewer malaise toward the subject pushed a nail into its commercial coffin.

There was considerable buzz about I in the Indian community including record exposure globally for a Tamil movie. The tale of a character with multiple identities easily set records (including in the U.S.) for that sector of the biz.

On the heels of last Thursday’s Oscar unveiling the slate leaders all expanded their theater counts with the more aggressive titles such as Birdman and Foxcatcher receiving significant boosts. While Boyhood remains the frontrunner, it hasn’t stopped several potential apple cart upturners including The Imitation Game from effectively ramping up their campaigns. However, this weekend’s attempt to revive the prospects of The Grand Budapest Hotel with a reissue arrived with a thud.

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