June 8, 2011


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Written by: Mitch Salem
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X-Men First Class started its first weekday period with a solid 19% of opening weekend between Monday and Tuesday.  A good sign for longer term playability.
The X-Men reboot earned $10.5 million Monday-Tuesday, representing 19.1% of its opening weekend number.  Just short of the 20% gold standard, the film is well positioned for a decent hold this weekend and better-than-average playability throughout its run.  For example, we would increase its ShowBuzzDaily Domestic Final estimate upward from the initial $168 million to, say, $180 million or slightly higher.

Given its 86% positive RottenTomatoes critics score, a good proxy for positive word of mouth historically, X-Men: First Class is performing exactly as we expected despite its less than boffo opening.
On Thursday look for our Weekend Predictions.

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."