Box office is now looking to be up considerably from last year, which was the least-attended since 1997.
Mark Wahlberg's Contraband actually was something people could get excited about. The action flick kicked off Universal Pictures 100th year in film business with a strong estimated $8.7 million on Friday. While not as monumental as The Devil Inside was last weekend, it still was much higher than even the highest of analysts' and studio expecations, who had projected a four-day opening in the high-teens millions. I don't think its' weekend multiplier will be very strong since the football playoffs are today and will distract some of its' audience. In that case, with audiences giving it a solid "A-" CinemaScore, the film should still be on course for a $25 million three-day weekend and around $30 million for the four-day weekend.
But Mark isn't out of the clear yet for the four-day weekend. Disney's re-release of Beauty and the Beast (3D) was still very strong on Friday. The animated classic returned to theaters with an estimated $5.6 million in second place. True, that is about two-thirds of The Lion King's re-release, which earned $8.9 million on its' debut, but that was to be expected since King has broader appeal. Family movies tend to see strong business over extended weekends, so Beauty still does have a shot at claiming the top spot for the four-day weekend, dependent on how business picks up on Saturday when kids are out of school. By comparison, Gnomeo and Juliet saw a $6.5 million Friday on its' way to a $25.5 million weekend, a 3.9 multiplier. If Beauty was to follow that same trajectory, it would earn $22 million over the three-day weekend, and based on recent trajectories, it would earn between $29 and $30 million for the four-day period.
In third place, Joyful Noise was in line with expectations with an estimated $3.3 million. The Dolly Parton and Queen Latifah musical comedy earned an "A-" CinemaScore, and should be heading for $11 million over three days and $14 million over four, about the same as Thanksgiving 2010's star-studded musical comedy Burlesque.
Out of all the holdovers, Mission: Impossible - Ghost Protocol is continuing to see solid business, with a 46% Friday-to-Friday decline to an estimated $3.275 million. The series reboot is about to pass Mission Impossible II's tally through the same point to become the franchise's biggest-grossing film. Look for it to eclipse Joyful Noise and take the third position with $12 million over three days and $15 million over four.
Due to negative word-of-mouth, The Devil Inside sunk 84% to an estimated $2.7 million on Friday, and could drop to as low as seventh place by the end of the weekend. For now, a $8 million three-day and $10 million four-day are expected, but, it still has beaten even the highest of expectations for its' entire run.
Sherlock Holmes: A Game of Shadows was in sixth on Friday with a 46% ease to an estimated $2.4 million while Golden Globe contender The Girl with the Dragon Tattoo followed with a 44% ease to an estimated $1.95 million. Both are expected to earn $8.5 milion and $7.5 million three-days, and $11 million and $10 million extended frames. Steven Spielberg's War Horse, another Golden Globe contender, eased a Top 10-best 36% to an estimated $1.6 million, and will likely see a $5.5 million three-day and $7.5 million four-day.
Opening in just over 800 theaters, Meryl Streep's The Iron Lady debuted strongly with an estimated $1.6 million, or a $2,000 per-theater average. The Golden Globe contender and critically-adored flick is headed for a $5 million three-day and $7 million four-day.
We Bought A Zoo rounded out the Top 10 with a 42% ease to an estimated $1.4 million, and is looking also for a $5 million 3-day and $7 million 4-day.
Weekend estimates to be posted tomorrow evening...
