March 23, 2019

EARLY FRIDAY BOX OFFICE: “Us” Huge, “Captain Marvel” Drops, “Gloria Bell” Expands


The enduring respect and admiration for Get Out, and its own enthusiastic reviews, are pushing Jordan Peele’s US (Blumhouse/Perfect World/Universal) way past expectations.  According to preliminary numbers at Deadline, opening day was $28.6M (including $7.4M from Thursday night), which means that in one day, Us has already earned more than 85% of Get Out‘s entire 3-day opening weekend.  That Friday number is also the 3rd-highest ever for an R-rated horror movie, behind only It ($50.4M) and the most recent Halloween ($33.1M), and the only one of those not based on an already-renowned piece of IP.  The next question, of course, will be how that start holds up through the weekend.  The phenomenal Get Out rose 17% on Saturday, and had a 3.1x weekend multiplier, while It‘s was 2.4x, Halloween‘s was 2.3x, A Quiet Place‘s was 3x, and The Conjuring‘s was 2.5x.  Us is likely to be more polarizing than Get Out, so a conservative 2.4x multiplier would put the weekend at $69M, with plenty of potential upside.  Us will certainly be wildly profitable on roughly $100M in production/marketing costs (heavily weighed toward the latter), and it will hope to outdo Get Out internationally, since only 31% of that film’s worldwide box office was earned overseas.

The arrival of Us dampened CAPTAIN MARVEL (Marvel/Disney), which fell 52% from last Friday to $9.1M.  That was better than the 56% drop that Captain America: Civil War had on its 3rd Friday, and similar to the 53% for Avengers: Age of Ultron, but not as good as the 49% for Avengers: Infinity War or the 44% for Black Panther.  A $34M weekend would put Captain Marvel on track for a US total a bit under $400M.

FIVE FEET APART (CBS/Lionsgate) didn’t demonstrate the word of mouth that it might have hoped, down 47% to $2.8M.  That suggests a weekend around $8.5M, and a $40-45M US total.

WONDER PARK (Nickelodeon/Paramount) collapsed by 61% Friday-to-Friday to $2.1M, and a weekend at $8M means its US total may be only $45M, disastrous compared to its $200M in costs.

HOW TO TRAIN YOUR DRAGON: THE HIDDEN WORLD (DreamWorks Animation/Universal) dipped 36% on its 5th Friday to $1.6M, for a $6M weekend and a likely $160M US total, about 10% below Dragon 2.

MADEA FAMILY FUNERAL (Lionsgate) lost 45% on its 4th Friday to $1.1M, for a $4.3M weekend, and it still might get to $75M in the US, which would make it #2 in the Madea franchise.

GLORIA BELL (A24) expanded to the low end of wide release at 654 theatres with a merely OK $450K on Friday, for a possible $1.5M weekend that wouldn’t suggest much room for further expansion.

NO MANCHES FRIDA 2 (Pantelion/Lionsgate) stayed at 472 theatres, and proved to be frontloaded, down 72% from last Friday to $350K, and similar to the path of the first No Manches Frida, which grew its theatre count by 30% and still fell 54% on its 2nd Friday.  A $1.5M weekend would track to a $10M US total, slightly down from the first film’s $11.5M.

CAPTIVE STATE (Focus/Universal) imploded from its low start, down 75% from last Friday to $300K.  It faces a $1M weekend and a dismal $7.5M US total.


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."