Monday, September 1, 2014

Labor Day Weekend Box Office Report: "Guardians" Reigns Supreme Once Again...Over Weak End to Summer Season...

Overall business was down 6% from last year's Labor Day Weekend, which was led by One Direction: This is Us over the 3-day frame and The Butler over the 4-day period...

The five Guardians, sporting various weapons, arrayed in front of a backdrop of a planet in space.But once again, it was all Marvel as Guardians of the Galaxy managed a third (non-consecutive) weekend at #1, surprisingly with ease. For the three-day weekend, the film was off a scant 1% to $17.1 million (Disney is projecting a $22.2 million 4-day gross). The biggest movie of the summer that no one saw coming has earned a massive $280.5 million in 25 days, and will earn more than $300 million domestically. Chalk it up to rave reception from critics and audiences that has made this movie grow incredibly strong legs. Overseas has been strong too, with over $550 million picked up worldwide so far. The final worldwide gross will likely finish at around $700 million, a fantastic result for an original(ish) project. No new movies opening next weekend will likely result in another week on top.







Teenage Mutant Ninja Turtles didn't quite fare nearly as well over Labor Day Weekend, but it still repeated in second. The Michael Bay flick fell 29% to $11.9 million over the three-day ($15.7 million estimated for the four-day). Since its debut 18 days ago, the pizza-loving mutants have earned a much stronger-than-expected $166.4 million. With kids going back to school, this will likely fade fast from here and finish in the $185 million vicinity. Overseas has been solid so far (but with some markets still yet to open), as the worldwide total is approaching $300 million so far.

Repeating in third, If I Stay held fairly decently for its genre, off 41% over the three-day period to $9.3 million (and an estimated $11.6 million for the four-day). The Chloe Grace Moretz flick has earned a fairly solid $32.2 million in 11 days. It will likely slide from here on out as teens head back to school, but the final gross should still reach the $45 million vicinity, or 4 times its $11 million budget.

For the four-day frame, Lets be Cops held onto the fourth spot (it was in fifth for the three-day). The cop comedy held onto a good amount of its audience, off 24% for the three-day to $8.3 million (and an estimated $10.6 million for the four-day). The Marlon Wayans, Jr. and Jake Johnson-starrer has picked up a very solid $59.7 million in 20 days.

The two new releases basically ended up in a close race for fifth over the four-day period. Having the edge is horror flick As Above, So Below, which opened generally in line with expectations. Legendary Pictures' first production with Universal debuted to $8.6 million over the three-day stretch, averaging a very mild $3,260 from 2,640 locations. The pic is estimated to earn $10.3 million over the four-day period. That is in line with past horror disappointments such as Apollo 13, Silent House, Are You Afraid of the Dark, and Shark Night 3D. Buzz was only so-so and despite a solid marketing effort, this just never seemed to be appealing. The budget was a small $5 million, so it should wind up in the black by the time its done, but its performance will be forgotten by the end of the month. A "C-" CinemaScore and generally negative reviews will make this leave the list fairly quickly.

The other new release, The November Man, also opened relatively in line with (perhaps a little higher than [considering Wednesday's weak start]) expectations. Opening in sixth place, the Pierce Brosnan flick opened to $7.9 million over the three-day period, for a per-venue average of a weak $2,839 from 2,776 locations. The R-rated action flick is projected to earn $10.2 million over the extended frame, and $11.9 million since Wednesday. This is a disappointing start, though considering the budget was fairly small (Relativity Media acquired it for only $3 million), it could have been way worse. The debut was around the same as The Debt from a few years back. Despite a decent "B+" CinemaScore, this probably will fade fast as well.

Following a modest debut last week, When the Game Stands Tall held decently, off 28% to $6 million over the 3-day period (and a projected $8 million for the four-day). In 11 days, the football drama has picked up a decent $18.7 million and with football season starting, it could have solid holds in the weeks ahead.

The Giver is holding strong in its third frame, off just 18% for the three-day to $5.3 million (and a projected $6.9 million for the four-day). In 18 days, the YA film has earned a fairly decent $33.1 million. It is holding really well for its genre, and if it can stabilize more in the next couple weeks, it could reach $45 million.

The Hundred-Foot Journey is continuing to have strong playability, off just 10% for the three-day to $4.8 million (estimated $6.3 million for the four-day). In 25 days, the feel-good foodie drama has earned a solid $41.1 million, and seems likely to close around $50 million, or close to 5 times its opening weekend.

The Expendables 3 rounded out the Top 10 in its third week, and continues to drop at a fast rate. The star-studded threequel fell 44% over the three-day to $3.6 million (estimated $4.6 million for the four-day), for a 18-day total of a mediocre $34.2 million, and doesn't have much further to go. It's at $85 million worldwide, but that is a far cry from the second movie's $275 million worldwide total. Looks like the piracy did do a lot of damage here.

That's it. Next weekend doesn't see any new wide releases (The Identical may earn in the $2-$3 million range), so most of the Top 10 will remain unchanged. I am skipping the predictions this week, so will next write on Friday. Review for Guardians of the Galaxy is currently in editing and will be up on Wednesday or Thursday.