> Everyone wanted to go to the movies on the first full weekend of 2012. PARAMOUNT:  The studio went straight to its Paranormal Activity playbook to launch THE DEVIL INSIDE (pre-release screenings, months of buzz), and it all worked:  the picture should gross at least $30M in its opening weekend, and with a $1M production […]

> Whether or not IMMORTALS holds together at the boxoffice after its opening few days, the impressive launch is good news for Relativity, which is trying to prove it can survive as a standalone distributor of Hollywood-level movies.  That doesn’t necessarily mean Immortals will hit profit (its financial picture is complicated by various distributors handling […]

  We’re in the 2-week void between Thanksgiving and the Awakening of the Force, and the low-budget KRAMPUS (Legendary/Universal) is the weekend’s only major studio arrival.  According to preliminary numbers at Deadline, it’s performing a tad beyond expectations with $6.25M on Friday.  Given the quick burn-out for horror movies, that should mean a $13-15M weekend, […]

  OPENINGS:  Was it the cash grab of splitting the final novel into 2 movies?  The tabloid antics of its stars?  In any case, “close but no cigar” seems to be the result for THE TWILIGHT SAGA:  BREAKING DAWN PART 2 (Summit/Lionsgate).  Its $71.2M opening day (including Thursday 10PM and midnight screenings) is $400K below […]

  OPENINGS:  MALEFICENT (Disney) didn’t come cheap–with worldwide marketing, its price-tag will top $300M.  But it seems to be money well spent, as its $24.2M Friday should propel it into a $70M+ weekend.  It’s also launching well overseas, with $20M on Friday from 35 markets (plus $21M from some of those markets in the 2 […]

  OPENINGS:  THE PURGE (Universal) will be instantly profitable by the end of its high $30Ms weekend, and while a great deal of that is due to the $3M production budget, a US marketing spend of only $20M (less than half the normal big-studio amount) is a big help.  The key:  minimal expensive TV advertising.  […]

> Well-played, Marvel/Disney. THE AVENGERS:  Years of planning and marketing led to the 2d biggest opening day of all time, $80.5M, that was behind only Harry Potter and the Deathly Hallows Part 2 and its $91.1M.  (And Deathly Hallows 2 was far more front-loaded with Thursday midnight money, $43.5M compared to Avengers’ $18.7M.)  Now, the […]

> It’s good that the weekend’s total will beat last year’s awful group of Get Him To the Greek, Killers, Prince of Persia and Sex & the City 2, but on a picture-by-picture basis, the news is a lot less pleasant: X-MEN:  FIRST CLASS is headed for the lowest opening of any picture in its […]