July 14, 2012



The continents drift, and so does the boxoffice.

OPENINGS:  ICE AGE:  CONTINENTAL DRIFT (20th), at $16.5M, was 25% below the opening for Ice Age 2, and lower than the first Friday of Ice Age 3 (which opened on a Wednesday), but the franchise gets the overwhelming bulk of its revenue from overseas–something like 70%–so unless that  lack of interest is shared internationally, the shortfall won’t mean much to the movie’s bottom line.

HOLDOVERS:  THE AMAZING SPIDER-MAN (Sony) held very well, down 50% to $10.3M from last Friday (although because the movie opened the preceding Tuesday, Friday-to-Friday comparisons are of limited use).  The original Transformers, which was the last blockbuster to open in a year (2007) when July 4th was on a Wednesday, fell 52% on its 2d Friday. which stabilized to a 48% drop for the weekend.  A slightly softer 45% drop for Spidey would put it on track for $260-270M in the US–unless a certain caped gentleman makes it plummet next weekend.  However, by the end of today, Amazing will be running behind all 3 of the Sam Raimi Spider-Man series, and it’s unlikely to make up that ground.

SAVAGES (Universal) should have a standard 50% Weekend 2 drop and eke its way to $50M, leaving the possibility of profit for international results.  KATY PERRY:  PART OF ME (Paramount) won’t get much higher than $25M, and even with a small production budget, that won’t make it a successful venture once marketing costs are counted.

TED (Universal) continues to demonstrate the enchantments of a foul-mouthed teddy bear, as it heads to $200M in the US.  MAGIC MIKE (Warners) seems to have stabilized after a weird up-and-down first couple of weeks, and will make over $100M, a terrific result for a movie that cost $7M to produce.  BRAVE (Pixar/Disney) wasn’t damaged by the arrival of Ice Age 4; it’s still running parallel with WALL-E, and should beat that film’s $223M total. MADAGASCAR 3 (DreamWorks Animation/Paramount), already over $200M in the US, lost 25% of its theatres and took a heavier hit.

LIMITED RELEASESMOONRISE KINGDOM (Focus/Universal) added a few more theatres and held very well, with what should be a $3500-4K average at 924 theatres. TO ROME WITH LOVE (Sony Classics) lost some theatres, and while it’s no Midnight In Paris-level smash, it’s holding nicely, with what should be a $3K average at 744, and could get to the $15-20M boxoffice level, which Midnight aside would be quite strong for a recent Woody Allen picture.  BEASTS OF THE SOUTHERN WILD (Fox Searchlight) had its first significant expansion to 81 theatres, and is settling into its niche with a decent $9K per-theatre average, considerably below the $16K average that Moonrise had in a similar number of theatres, not to mention the $15K average Best Exotic Marigold Hotel had at 178.  Given the aggressively art-house style of Beasts, this isn’t a big surprise.  The most promising of the new arrivals is FAREWELL MY QUEEN (Cohen Media), heading for a $10K average at 6–although that may have been boosted by opening night Q&As.  Despite rave reviews, EASY MONEY (Weinstein) is only on track for a $5K average at 2.

NEXT WEEKEND:  Wait, it’ll come to me… oh, right:  a little indie called THE DARK KNIGHT RISES (Warners) will make its unobtrusive appearance.

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."