'The Wolverine' Opens with Solid, But Softer than Expected $55.0M

on July 28, 2013 by Daniel Garris
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It was a bit of a mixed bag for The Wolverine at the box office this weekend. The sixth installment of Fox's X-Men film franchise easily led the weekend box office with an estimated debut of $55.0 million. On one hand, that was significantly below pre-release expectations for the film, which ranged anywhere from $60 million to $80 million. But on the other hand, The Wolverine still delivered this July's second largest debut (behind only Despicable Me 2) and performed reasonably well with its price tag in mind (which was significantly lower than those of each of the previous three X-Men films).

The Wolverine debuted 35 percent below the $85.06 million start of 2009's X-Men Origins: Wolverine and just below the $55.10 million start of 2011's X-Men: First Class. That The Wolverine was not able to outpace First Class was underwhelming, especially since First Class didn't have the advantages of higher priced 3D admissions or of having Wolverine in a key role. In addition to the mostly negative reception towards X-Men Origins: Wolverine, The Wolverine may have also been somewhat limited by having a storyline that appeals more so towards die-hard X-Men fans.

Going forward, The Wolverine will obviously hope to display holding power more along the lines of X-Men: First Class than that of X-Men Origins: Wolverine. The film's A- rating on CinemaScore is a promising early sign in that direction, as is the film's estimated opening weekend to Friday ratio of 2.62 to 1, which (if the estimate holds) is a bit stronger than the 2.57 to 1 opening weekend to Friday ratio registered by First Class. The Wolverine took in $21.0 million on Friday (which included an estimated $4 million from late night Thursday shows that began at 10 p.m.), fell 12 percent on Saturday to gross $18.43 million and is estimated to fall 15 percent on Sunday to take in $15.58 million.

On the heels of last weekend's stronger than expected start, Warner's The Conjuring held up very nicely for a horror film in its second weekend. The modestly budgeted James Wan directed film grossed an estimated $22.1 million to place in second. That represented a 47 percent decline from last weekend. With a tremendous $83.87 million in ten days, The Conjuring has already zoomed past the respective $71.63 million and $64.26 million total grosses of this year's Mama and The Purge. The Conjuring is having the type of performance we don't see very often from horror films (especially in recent years) and will surpass the $100 million domestic milestone before much longer. The Conjuring should continue to hold up well going forward thanks in part to strong word of mouth and a lack of new horror films entering the marketplace over the next few weeks.

Also holding up nicely this weekend was Universal's Despicable Me 2. The computer animated blockbuster from Illumination Entertainment fell 36 percent from last weekend to place in third with an estimated $16.0 million. In the process Despicable Me 2 surpassed the $300 million domestic milestone this weekend, making it just the second release of 2013 to do so thus far (the other being Iron Man 3). Despicable Me 2 has grossed $306.39 million in 26 days. The film will soon face new competition for family audiences, with Sony's The Smurfs 2 arriving on Wednesday, and Fox's Percy Jackson: Sea of Monsters and Disney's Planes both arriving the following week.

Fellow computer animated film Turbo followed in fourth place with an estimated $13.3 million. The Fox and DreamWorks Animation release was down a very solid 37 percent from last weekend. Turbo has grossed $55.77 million in twelve days of release. That places Turbo 16 percent ahead of the $48.84 million twelve-day take of last year's Rise of the Guardians. However, given the already mentioned new family films on the near horizon and the holiday boost experienced by Rise of the Guardians later in its run, Turbo will be hard pressed to remain ahead of the pace of Rise of the Guardians.

In other box office news, Sony's Grown Ups 2 surpassed the $100 million domestic mark this weekend. The Adam Sandler led comedy sequel placed in fifth for the weekend with an estimated $11.5 million. Grown Ups 2 was down a solid 42 percent from last weekend and has now grossed $101.66 million in 17 days. That places the film 8 percent behind the $110.72 million 17-day take of 2010's Grown Ups.

In its first weekend of wide release, The Weinstein Company's Fruitvale Station took in an estimated $4.66 million from 1,064 locations to place in tenth. That gave the early awards season hopeful a good, but not great per-location average of $4,377. Given its per-location average this weekend, Fruitvale Station will likely need to depend more so on strong word of mouth and awards buzz than further theatre expansions going forward. The film's estimated weekend to Friday ratio of 3.22 to 1 is a promising early sign. Fruitvale Station has grossed $6.34 million to date, which is already a strong showing given the film's ultra-low budget.

Performing fairly similar upon expanding this weekend was Fox Searchlight's The Way, Way Back. The ensemble comedy drama featuring Steve Carell placed in eleventh with an estimated $3.3 million. The Way, Way Back earned a per-location average of $3,725 from 886 locations for the frame. The 24-day total for the film stands at $8.93 million. The Way, Way Back registered a healthy estimated weekend to Friday ratio of 3.40 to 1.

On the platform front, Sony Pictures Classics' Blue Jasmine was off to a very strong estimated start of $612,767 from six locations in New York and Los Angeles. That gave the Woody Allen directed film starring Cate Blanchett a massive per-location average of $102,128 for the frame. If the estimate holds, Blue Jasmine will just outpace the $599,003 six location platform launch of Midnight in Paris back in May of 2011. Blue Jasmine will expand into additional locations next weekend and throughout the month of August.

Tags: The Wolverine, The Conjuring, Despicable Me 2, Turbo, Grown Ups 2, Fruitvale Station, The Way Way Back, Blue Jasmine
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