Grosses

'Lucy' Breaks Out with $43.9M; 'Hercules' Stronger than Expected with $29.8MJuly 28, 2014 12:34 PM

by Daniel Garris

Universal's Lucy exceeded expectations this weekend with a strong first place start of $43.89 million. The modestly budgeted sci-fi action film starring Scarlett Johansson was no doubt helped out greatly by Johansson's rising drawing power on the heels of Captain America: The Winter Soldier earlier this year. In addition to Johansson's presence, Lucy was also likely helped out by being a non-sequel in a summer full of sequels, by the relatively soft overall box office thus far in July and by moviegoers potentially rushing out to see the film before Disney's Guardians of the Galaxy arrives in theatres this coming Friday. Lucy debuted 22 percent stronger than the $36.01 million debut of Salt back in July of 2010.

Lucy debuted with $17.09 million on Friday (which included an estimated $2.75 million from evening shows on Thursday), decreased 12 percent on Saturday to take in $15.02 million and fell 22 percent on Sunday to gross $11.79 million. That placed the film's opening weekend to Friday ratio at 2.57 to 1. The audience breakdown for Lucy was evenly split between genders and skewed towards moviegoers 25 years and older (65 percent). One potentially troubling sign for Lucy going forward is that the film received a disappointing C+ rating on CinemaScore. With that said, holding power won't be as important for the film going forward after such a strong opening weekend performance.

Hercules also exceeded expectations this weekend with a respectable second place take of $29.80 million. The Dwayne Johnson led 3D action-adventure film from Paramount and MGM had been expected to open in the range of $20 million to $25 million. In addition to Johnson's presence, Hercules was likely also aided by serving as a PG-13 alternative to the R rated Lucy and by the mentioned relatively soft overall box office thus far in July. Hercules opened 11 percent below the $33.46 million start of 2012's Wrath of the Titans.

Hercules grossed $11.06 million on Friday (which included an estimated $2.1 million from evening shows on Thursday), fell 7.5 percent on Saturday to take in $10.23 million and fell just 17 percent on Sunday to gross $8.52 million. That placed the film's opening weekend to Friday ratio at 2.69 to 1. The film received a solid B+ rating on CinemaScore. But much like Lucy, Hercules could potentially experience a sharp decline next weekend when the highly anticipated Guardians of the Galaxy arrives in the marketplace.

Hercules grossed an estimated $4.0 million from IMAX locations, which represented 13.4 percent of the film's overall gross this weekend.

With the stronger than expected debuts of Lucy and Hercules, Fox's Dawn of the Planet of the Apes took a sharper than expected fall this weekend with a third place take of $16.77 million. The critically acclaimed 3D sci-fi action sequel was down 54 percent from last weekend. Despite this weekend's hold, Dawn of the Planet of the Apes continues to exceed expectations with a 17-day gross of $172.46 million. That places the film an impressive 29 percent ahead of the $133.58 million 17-day take of 2011's Rise of the Planet of the Apes (which fell 42 percent in its third weekend to gross $16.12 million).

Universal's The Purge: Anarchy fell a sharp 65 percent in its second weekend to land in fourth with $10.48 million. On the positive side of things, the horror sequel held up better in its second weekend than last year's The Purge did when it declined a harsh 76 percent in its second weekend to gross $8.32 million. With a healthy ten-day take of $51.86 million, The Purge: Anarchy is now running essentially on par with the $51.96 million ten-day take of The Purge.

Planes: Fire and Rescue rounded out the weekend's top five with $9.53 million. The modestly budgeted computer animated sequel from Disney was down a significant 46 percent from last weekend. Planes: Fire and Rescue has grossed $35.35 million in ten days. That places the film 22 percent behind the $45.34 million ten-day take of last year's Planes (which fell 40 percent in its second weekend to gross $13.39 million).

And So It Goes debuted in eighth place with $4.64 million. The Clarius Entertainment release starring Michael Douglas and Diane Keaton opened in line with its modest pre-release expectations. The opening weekend figure for And So It Goes was in the same ballpark as the $3.75 million debut of Clarius' Legends of Oz: Dorothy's Return back in May. And So It Goes took in $1.36 million on Friday, increased 39 percent on Saturday to take in $1.89 million and decline 26.5 percent on Sunday to gross $1.39 million. That gave the film an impressive opening weekend to Friday ratio of 3.41 to 1. And So It Goes received a B+ rating on CinemaScore.

On the limited front, Roadside's A Most Wanted Man debuted in tenth place with $2.69 million. The critically acclaimed thriller starring the late Philip Seymour Hoffman earned a healthy per-location average of $7,442 from 361 locations for the frame.

Meanwhile, Open Road's The Fluffy Movie was off to a lackluster start with $1.31 million from 432 locations. That gave the comedy concert film starring Gabriel Iglesias a modest per-location average of $3,036 for the frame.

Daily Domestic Gross Tue, Jul. 3 2012

Wide (1000+)

#TitleTue, Jul. 3 2012LocationsAvg.TotalWks.Dist.
1The Amazing Spider-Man$35,016,8844020%4,318--$8,110$35,866,8840Sony / Columbia
2Ted (2012)$8,453,790-3%3,239--$2,610$71,598,1001Universal
3Brave$5,780,5017%3,966-198$1,458$142,936,9582Disney
4Magic Mike$5,468,4039%2,930--$1,866$49,617,7631Warner Bros.
5Tyler Perry's Madea's Witness Protection$2,640,96311%2,161--$1,222$30,402,8701Lionsgate
6Madagascar 3: Europe's Most Wanted$2,162,9059%3,715-205$582$184,187,8344Paramount / DreamWorks
7Abraham Lincoln: Vampire Hunter$790,914-6%2,757-351$287$30,679,9072Fox
8People Like Us$672,56028%2,055--$327$5,453,6701Disney / DreamWorks
9Snow White and the Huntsman$549,735-16%1,641-1278$335$146,888,7405Universal
10Marvel's The Avengers$544,755-24%1,352-878$403$607,764,2769Disney
11Prometheus$543,754-23%1,384-1478$393$119,505,2684Fox
12Men in Black 3$460,6172%1,117-1345$412$170,631,9596Sony / Columbia
13That's My Boy$308,120-16%1,030-2000$299$35,093,6523Sony / Columbia
14Rock of Ages$301,028-24%1,250-2220$241$35,722,9913Warner Bros. / New Line

Limited (100 — 999)

#TitleTue, Jul. 3 2012LocationsAvg.TotalWks.Dist.
1Moonrise Kingdom$873,41623%854459$1,023$20,046,6366Focus
2The Best Exotic Marigold Hotel$168,744-13%419-322$403$40,787,5779Fox Searchlight
3Seeking a Friend for the End of the World$90,728-41%621-1004$146$6,862,4492Focus
4Dark Shadows$71,20214%36563$195$76,414,5358Warner Bros.
5The Hunger Games$69,598-7%278-136$250$403,913,66615Lionsgate
6Safety Not Guaranteed$50,320-3%112-17$449$1,786,2584FilmDistrict
7Battleship$44,5400%308-175$145$63,958,1457Universal
8Dr. Seuss' The Lorax$38,38027%202-32$190$213,287,01018Universal
9Mirror Mirror$25,40819%166-56$153$64,540,74914Relativity Media
10What to Expect When You're Expecting$19,992-12%203-208$98$40,178,7147Lionsgate
11The Dictator$19,548-14%130-186$150$59,135,9787Paramount
12The Cabin in the Woods$14,4296%149-47$97$41,971,49912Lionsgate
13The Three Stooges$12,0235%117-37$103$43,832,85412Fox
14The Lucky One (2012)$11,79114%115-87$103$60,326,13111Warner Bros.
15Chernobyl Diaries$10,652-3%145-95$73$18,048,0856Warner Bros.

Platform (1 — 99)

#TitleTue, Jul. 3 2012LocationsAvg.TotalWks.Dist.
1To the Arctic 3D$67,4504%520$1,297$4,674,50711Warner Bros. / IMAX
2The Intouchables$53,27419%68-6$783$2,677,3546Weinstein Company
3Beasts of the Southern Wild$30,42131%4--$7,605$274,5141Fox Searchlight
4Born to Be Wild 3D$13,585-7%330$412$19,743,12165Warner Bros. / IMAX
5For Greater Glory$8,842-44%47-113$188$5,337,7145ARC Entertainment
6The Raven$4,75415%78-55$61$15,992,71810Relativity Media
7Lola Versus$2,3800%30-20$79$245,2014Fox Searchlight
8Crooked Arrows$1,198-55%13-12$92$1,808,6777Branded/Peck Films
9Rowdy Rathore$376-27%2--$188$776,8715UTV Communications