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Bridesmaids exceeded the magic number for early weekday box office (Monday-Tuesday combined), indicating better than average long-term playability.
Read on after the jump.
During its first Monday-Tuesday in release (May 16-17), Bridesmaids grossed $6.4 million, or 24% of the film’s opening weekend tally. When a film hits 20% or more of opening weekend during this period it often suggests the second weekend drop will be better than average and the movie could play longer than normal. This is a very good sign for Universal.
First Monday-Tuesday of Release
May 16-17, 2011 Mon-Tue % of Opening
(millions)
Bridesmaids (Uni) $6.4 24%
Priest (Sony) $2.4 16%
Priest fell short of the 20% standard (although given its horror elements it is not a terrible number). Expected a worse than average though not excessive second weekend decline. Long-term playability (very low second weekend decline, strong weekday numbers, the first full week beating the first weekend) are indications of the exceptional word of mouth that can translate to strong revenue on post-theater “windows”. (For a discussion of movie windows such as pay-per-view, DVD, online, pay cable, cable television and broadcast television, see ShowbuzzDaily Basics.)
Check back tomorrow for the Weekend Predictions for Pirates of the Caribbean: On Stranger Tides and the holdover movies.
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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 screened.com and the-burg.com. In addition, he is co-writer of an episode of the television series "Felicity."
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