May 25, 2011

WEEKDAY BOX OFFICE UPDATE MAY 23-24: Pirates on Mediocre Track

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Written by: Mitch Salem
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Pirates of the Caribbean: On Stranger Tides fell short of the magic number for early weekday box office (Monday-Tuesday combined), suggesting lower than average long-term playability.

During its first Monday-Tuesday in release (May 23-24), Pirates of the Caribbean: On Stranger Tides

grossed $14.2 million, or about 16% 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.  A 15.7% figure indicates the second weekend will drop somewhat more than the 50% average decline and soft word of mouth. 
Read on by clicking below.


First Monday-Tuesday of Release
May 23-24, 2011         Mon-Tue    % of Opening
Pirates 4        (Dis)   $14.2        15.7%


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 The Hangover Part II and Kung Fu Panda 2 as well as the major holdover movies. 

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."