June 14, 2013

THURSDAY BOXOFFICE: “Man of Steel” Flies High… Sort Of


In midnight shows last night, MAN OF STEEL (Warners) grossed $9M, a fine but hardly exceptional result for a mega-movie opening.  (Nowhere near the $18.7M for The Avengers, let alone the $30.7M for The Dark Knight Rises or the $22-43M earned by various Harry Potters and Twilights.)  However… earlier on Thursday, Man took in an additional $12M through exclusive Wal-Mart pre-sale packages, something no movie has ever had before–although now they’re likely to do so again.  If that $12M is added, suddenly Man looks considerably steelier at $21M, in the thick of those strictly midnight blockbusters, and ahead of Iron Man 3‘s $15.6M Thursday/midnight screenings.  Naturally, Warners is pushing the latter number.

The truth is that in this case, comparisons are of limited use, and we won’t know until Friday numbers start coming in just where Man of Steel stands.


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."