As expected, the Disney brand dominated the box office as their live-action remake on Cinderella opened ahead of expectations. The fairy tale extravaganza opened to $67.9 million, the seventh-biggest March debut ever, and a per-venue average of a strong $17,653. That was very close to Maleficent's $69.4 million debut from last May, though it wasn't as close to Oz: The Great and Powerful's $79.2 million debut two years ago. Cinderella did open to almost exactly the same as The Lorax ($70.2 million) from 3 years ago. It should be noted though that all three of those comparisons were also released in 3D, whereas this wasn't. So, attendance was probably higher than two of the three (IMAX did count for about 7% of business). All in all, though, this is a successful debut for sure. Cinderella's budget was also only $95 million, less than half of the $210 million it cost to make Oz and Alice in Wonderland, so Disney's arguably in strong financial shape already. With great reviews (83% on Rotten Tomatoes) and an "A" CinemaScore, this should play through the rest of March (Insurgent may steal some females next weekend). Disney was expecting around $60 million.
Opening in a distant second place but with lower-than-expected numbers was the second Liam Neeson pic of the year, Run All Night. The action flick only managed $11 million, for a per-venue average of a mild $3,473. That was less than expected, as many were thinking a debut of at least $15 million. For Neeson, this is one of his lowest debuts yet, behind A Walk Among the Tombstones's $12.7 million debut from last year. Considering this was heavily marketed, especially among conference basketball tournaments, this is a very disappointing debut. Despite mixed reviews (59% on Rotten Tomatoes), the CinemaScore was an encouraging A-. So why did this not perform well? A lot of Neeson's recent pics were PG-13 and attracted a younger audience. This was rated R, which possibly shut out some of his younger fans. On a budget of $50 million, this will finish as another write-down for Warner Bros. this year after Jupiter Ascending.
Jumping up a spot despite some competition arriving, Kingsman: The Secret Service continued to stabilize, off 25% in its fifth weekend to $6.2 million. The Matthew Vaughn action flick is at a very strong $107.4 million in one month of release, becoming the year's 3rd $100 million movie so far. Look for a finish near $125 million.
Focus held a bit better than last weekend, off 43% to $5.74 million. However, it continued its ho-hum ways in terms of overall box office, as it has earned just a meager $44 million in 17 days. Last week's topper, Chappie, had the floor pulled out from underneath him. Neil Blomkamp's latest plummeted 57% to $5.7 million, falling from first to fifth place. The robot-centered misfire has earned just $23.3 million in 10 days and will be lucky to get past $30 million.
There was a three-way tie essentially for fourth place, with only $50,000 separating 3rd from 5th. The Second Best Exotic Marigold Hotel ended up at the low end of that tie, but held the strongest, off a light 33% to $5.69 million. The well-received sequel is at $18 million in 10 days and, should it continue holding strong, might reach $30 million.
Despite added competition from Cinderella, The Spongebob Movie: Sponge Out of Water managed to hold decently, off 40% to $4 million, for a solid $154.6 million gross in 37 days, and will add anywhere between $10 and $15 million before its done. Playing in some double-features with Cinderella, fellow Disney movie McFarland, USA continued to hold on strong, off a Top 10-lightest 31% to $3.6 million, for a solid $34.9 million in 24 days.
There was a four-way tie for ninth, with $50,000 separating 9th from 12th. In actuals, it was Fifty Shades of Grey that ended up just narrowly ahead, off 48% to $2.86 million. The crass novel adaptation has earned $161.3 million in one month of release with not much more to go. The DUFF rounded out the Top 10 in its fourth weekend, off 40% to $2.85 million, for a solid $30.3 million gross in 24 days.
Just below that, The Lazarus Effect was off 44% to $2.84 million ($21.8 million gross in 17 days), while American Sniper was off 36% to $2.81 million (phenomenal $341.4 million pick-up in 12 weeks [9 in nationwide release]).
Next weekend brings Insurgent (the second installment of the Divergent movie series), the follow-up to God's Not Dead, Do You Believe? and Sean Penn's The Gunman. Can the winning streak be extended past one weekend?
