June 16-18, 2017
- Cars 3 (Opening) - $53.6M
- Wonder Woman (3rd) - $41.2M (Total Gross) - $275.1M
- All Eyez On Me (Opening) - $26.4M
- The Mummy (2nd) - $14.5M (Total Gross) - $57.1M
- 47 Meters Down (Opening) - $11.2M
- Pirates of the Caribbean: Dead Men Tell No Tales (4th) - $8.9M (Total Gross) - $150.6M
- Rough Night (Opening) - $8.0M
- Captain Underpants: The First Epic Movie (3rd) - $7.1M (Total Gross) - $57.8M
- Guardians of the Galaxy Vol. 2 (7th) - $5.0M (Total Gross) - $375M
- It Comes At Night (2nd) - $2.6M (Total Gross) - $11.1M
- The Book of Henry - $1.4M ($2.4k avg)
- Maudie - $69.0k ($2.8k avg)
Wonder Woman lived up to the most hopeful of expectations both critically and commercially and the word is still spreading, having dropped less than 30% in its third week. This is terrific for comic book movies, which usually tend to open high and drop sharply. Instead, Wonder Woman is demonstrating strong legs. It’s now overtaken Man of Steel and Suicide Squad from their 3-week mark. Perhaps a billion dollar club movie?
All Eyez On Me underwhelmed critics - and severely disappointed those it portrays (see: Jada Pinkett Smith’s twitter) but Tupac fans weren’t put off by that or the 2 and a half hour runtime and it exceeded modest expectations. Notorious––the 2009 Biggie Smalls biopic, which actually stars the same leading actor as B.I.G. in this film––dropped a sharp 72% after opening similarly. We shall see if All Eyez On Me repeats history.
Cars 3 hitting #1 shouldn’t be considered ‘bad.’ Especially when we all know the only reason these movies exist is to pump merchandising cash straight into Mickey Mouse’s pockets. But, while apparently the third installment is an improvement for the series, the $53M opening is $7M less than what the first Cars film opened to over 10 years ago, and $13M less than the second. This is relatively bad for Pixar, who have spent the better part of the last decade focusing on sequels.
THE NOT AS BAD AS YOU THINK
Critics love to hate The Mummy. It represents everything wrong with the way studios force a shared universe in contrived way to interconnect a few dozen films. America may not be impressed (it’s grossed $57M so far two weeks in on a $125M budget) but it’s doing very well in the international market where it’s remained the #1 title. It was in fact, Tom Cruise’s highest worldwide opening, overtaking War of the Worlds by nearly $40M.
THE COULD/SHOULD BE WORSE
The Book of Henry’s $1.4M looks bad for an opening weekend––and the film’s failure as a film is bringing questions about the Jurassic Park and Star Wars franchises into the mix due to Colin Trevorrow’s concerning involvement––but for 579 theatres, the $2.4k average is, well, average. The film’s target audience seems to be older women who are more willing to see this than a Jurassic Park or Star Wars film anyway.
With an industry that desperately wants to say it’s promoting more female-driven mainstream movies (the good certainly helps Wonder Woman) it’s disappointing when one doesn’t work. Rough Night was projected for a similar trajectory as How to Be Single which landed around the mid-teens but could only muster a measly $8M. The best advice might be instead to just ‘be a better film’ than any marketing or talent strategy.