February 1, 2014

EARLY FRIDAY BOX OFFICE: “That Awkward Moment” Unlikely To Hold Narrow Lead


Just about everything in theatres this weekend is due to take a 60-70% dive on Super Bowl Sunday, which probably means that even if THAT AWKWARD MOMENT (Focus/Universal) maintains the slim current lead for Friday that it has in preliminary numbers at Deadline, it’s unlikely to stay ahead for the weekend.  At the moment, it has something like a $4.25M opening day, barely ahead of the $3.9M for the third Friday of RIDE ALONG (Universal), which is down only about 40% from last Friday.  By Sunday, Awkward may not be much above $10M, while Ride Along, which should have a much stronger Saturday, could have a $12M weekend, and will now certainly reach $100M+ before it’s done.  However, with a very low production cost and limited marketing, Awkward might still manage to break even.

Ride Along‘s biggest competition may come from a true veteran, the 10th wide weekend of FROZEN (Disney), which is being goosed by a “sing-along” remarketing campaign.  Amazingly, after being in theatres since November, its $2.2M Friday would be up 10% from last week if that number holds, and the animated musical could top $10M for the weekend.  It now seems very likely to beat Despicable Me 2 as the top animated movie released in the US in 2013, something no one expected.

THE NUT JOB (Open Road) and LONE SURVIVOR (Universal) should both have $2M Fridays, good holds for each, and $7-8M weekends.

Jason Reitman’s LABOR DAY (Paramount), as widely expected, is bombing with a $2M Friday and a weekend that might not reach $6M.  Again, it was produced on a budget and marketed sparingly, but in this case that’s probably not enough to avoid red ink.

Another Paramount disappointment is JACK RYAN: SHADOW RECRUIT, heading for $1.75M on Friday and a $6M weekend.  It may not even reach $50M in the US.

I, FRANKENSTEIN (Lionsgate) had the expected 60% plunge from last week to $1.1M on Friday as it packs its bags for VOD.


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."