February 15, 2012

Valentine’s Day Box Office: Showing the Love for The Vow – 2/14/12

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Written by: Mitch Salem
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>Love was in the air Tuesday night, as The Vow grossed $11.6 million on Valentine’s Day, shattering the mid-week Valentine’s Day record of $7.5 million for Hitch in 2005, as reported at the Hollywood ReporterThe Vow was up from a more typical $3.3 million Monday.

Business was also brisk for the more male-oriented action film Safe House, with $6.1 million on Valentine’s Day (up from $2.9 million Monday).

Last year, Valentine’s Day fell on a Monday, when Just Go With It was #1 with $6.0 million and Gnomeo and Juliet was #2 with $2.7 million.

The prior time Valentine’s Day fell mid-week was Thursday, February 14, 2008, when the positively unromantic Jumper topped the daily chart with $6.63 million, followed by Step Up 2 The Streets with $6.6 million.

And in 2007, Valentine’s Wednesday featured Tyler Perry’s Daddy’s Little Girls at #1 with $4.6 million.  Music and Lyrics was #2 with $4.2 million.

Clearly, The Vow hit unprecedented levels Tuesday on the Day of Love.  Look for the studios to try to make this the new model for mid-February in coming years, but somehow this feels like exactly the right movie at the right time and not necessarily the ticket for any romantic film to hit the jackpot on this day. 


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."