June 16, 2018

EARLY FRIDAY BOX OFFICE: “Incredibles 2″” Superheroic, “Tag” Mild, “Superfly” Awful, “Ocean’s 8″” Holds OK


After a few mild weeks, INCREDIBLES 2 (Pixar/Disney) has the summer box office back in blockbuster mode.  It’s on pace to easily break Finding Dory‘s $135.1M animation opening record.  According to preliminary numbers at Deadline, Incredibles 2 had a massive $69M Friday (including $18.5M from Thursday night), far better than Dory‘s $54.7M.  If business holds up through the weekend–and there’s no reason to think it won’t, with a 94% Rotten Tomatoes score and exit polls through the roof–it should be at $170M+ by Sunday (possibly significantly higher thanks to Father’s Day on Sunday), which would be one of the top dozen openings of all time.  Remarkably, with the exception of Hotel Transylvania 3 a month from now, there isn’t a single other animated release scheduled for the summer, so Incredibles 2 has virtually no obstacles in its way, and if it has the same multiple as Dory, it could reach $600M in the US, which would put it in the Top 8 all-time.  If it’s similarly hot internationally, it could gun for Frozen‘s $1.28B worldwide animation record.

Everything else was far behind.  OCEAN’S 8 (Village Roadshow/Warners) fell 62% from last Friday to $5.9M.  That’s a steeper drop than the 55% for Ocean’s 13, but that comparison isn’t apples to apples since 13 opened in 2007, before opening “Friday” included Thursday night.  The weekend should be $20M, keeping 8 on track for $120-125M in the US.

TAG (New Line/Warners) had a mild $5.2M opening day, in the neighborhood of Game Night‘s $5.6M, and Fathers Day might push it to a $16M weekend, which would make breakeven tough once the expensive Warners marketing campaign is factored in.  Game Night legged out a $17M opening to $69M in the US, but it didn’t face summer competition.

DEADPOOL 2 (20th) pulled ahead of SOLO (Lucasfilm/Disney) Friday vs Friday, even though Deadpool has been in the market for an extra week.  Deadpool 2‘s $2.3M was down 40% from last week, and should lead to a $9M weekend, as the sequel prepares to pass $300M in the US next week.  Solo‘s $2M was down 50% and it may have an $8M weekend, stretching to reach $200M in the US.  (The relative economics are even worse than that looks, since Solo cost about $150M more to produce than Deadpool 2.)

HEREDITARY (A24) fell 58% from last Friday to $2.1M, a sharper drop than A Quiet Place‘s 45%, and even The Witch‘s 54%.  With a $6M weekend, it could get to $35-40M in the US.

SUPERFLY (Screen Gems/Sony) was a loser with $1.8M on Friday, en route to a $5M weekend ($7M since Wednesday), a remake of a cult title that desperately needed to be cooler than it is.

AVENGERS: INFINITY WAR (Marvel/Disney) continued to hold spectacularly well, down 31% on its 8th Friday to $1.3M for a $5M weekend, now on track to reach $675M in the US.

On the opposite end of the box office, GOTTI (Vertical) opened on a barely-wide 503 theatres with just over $500K on Friday, and it might get to $1.5M for the weekend at the start of what will almost certainly be a brief theatrical run.

HOTEL ARTEMIS (Global Road) collapsed by 70% from last Friday to under $300K, and it won’t hit $1M for the weekend or $7M as a US total.

WON’T YOU BE MY NEIGHBOR (Focus/Universal) expanded to 96 theatres and may have a solid $10K weekend per-theatre average.


About the Author

Mitch Salem
MITCH SALEM has worked on the business side of the entertainment industry for 20 years, as a senior business affairs executive and attorney for such companies as NBC, ABC, USA, Syfy, Bravo, and BermanBraun Productions, and before that, at the NY law firm of Weil, Gotshal & Manges. During all that, he has more or less constantly been going to the movies and watching TV, and writing about both since the 1980s. His film reviews also currently appear on and In addition, he is co-writer of an episode of the television series "Felicity."