Immortals came out on top, but earned much more than analysts were expecting. Projections are that the 3-D action flick earned an estimated $14.8 million on Friday. Analysts, including myself, and studios were expecting the film to open in the mid-20's millions, but now it looks like the latest sensation is guaranteed to go past $30 million. How will it hold over the rest of the weekend? Audiences gave it a "B" CinemaScore, so its' anyone's guess, but based on recent films' trajectories, I am anticipating a $35 million gross.
Adam Sandler's Jack & Jill followed with a decent second place showing, with its' estimate earning close to $10 million, which was a bit better than forecasted. Obviously this was helped by the fact that 60% of schools were out yesterday, so its' bump won't be as big on Saturday as it could've been. By comparison, Sandler's last film, Just Go With It, had earned $9.5 million on its' debut Friday on its' way to a $30.5 million weekend. We should see a bit lower of a multiplier and a $26 million weekend.
Meanwhile, DreamWorks Animation's Puss in Boots continued to go on strong, with a Friday estimate of $8.8 million, which was actually higher than last Friday. But remember, that was helped by the fact that 60% of kids were out of school yesterday, so it won't have a good bump on Saturday. Chicken Little, the last animated film to have Veteran's Day land on its' second Friday, it only had a Saturday bump of 10%. That comparison will make the film gross $25.5 million for the weekend, for a 17-day tally of $108.6 million.
Tower Heist dropped to fourth place and eased 38% from last Friday to an estimate near $5 million, in what looks to be a $14 million second weekend.
Leonardo DiCaprio's J. Edgar started off in fifth place with a modest estimated $4.2 million. Look for the political drama to finish the weekend on par with expectations with $11 million.
A Very Harold & Kumar 3-D Christmas plunged 58% to an estimated $2.2 million on its' second Friday, and will likely gross $6 million for the weekend.
Overall box office looks to surge about 15% from last year...
Here is the projected Top 10 (updated):
#1: Immortals ($34.8 million)
#2: Jack & Jill ($26.3 million)
#3: Puss in Boots ($25.7 million, -23%)
#4: Tower Heist ($13.8 million, -41%)
#5: J. Edgar ($10.6 million)
#6: A Very Harold & Kumar 3-D Christmas ($6.1 million, -54%)
#7: In Time ($4 million, -43%)
#8: Paranormal Activity 3 ($3.6 million, -56%)
#9: Footloose (2011) ($3 million, -38%)
#10: Real Steel ($1.9 million, -46%)
