Grosses

'Lucy' Breaks Out with $44.0M; 'Hercules' Stronger than Expected with $29.0MJuly 27, 2014 08:54 AM

by Daniel Garris

Universal's Lucy exceeded expectations this weekend with a strong estimated first place start of $44.0 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 $17.1 million on Friday (which included an estimated $2.75 million from evening shows on Thursday), decreased 12 percent on Saturday to take in $15.0 million and is estimated to fall 21 percent on Sunday to gross $11.9 million. That places the film's estimated 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 estimated second place take of $29.0 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 13 percent below the $33.46 million start of 2012's Wrath of the Titans.

Hercules grossed $11.08 million on Friday (which included an estimated $2.1 million from evening shows on Thursday), fell 8 percent on Saturday to take in $10.24 million and is estimated to fall 25 percent on Sunday to gross $7.68 million. That places the film's estimated opening weekend to Friday ratio at 2.62 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 13.8 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 an estimated third place take of $16.40 million. The critically acclaimed 3D sci-fi action sequel was down 55 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 $172.09 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 67 percent in its second weekend to land in fourth with an estimated $9.9 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 $51.28 million, The Purge: Anarchy is now running just 1 percent behind the $51.96 million ten-day take of The Purge.

Planes: Fire and Rescue rounded out the weekend's top five with an estimated $9.3 million. The modestly budgeted computer animated sequel from Disney was down a significant 47 percent from last weekend. Planes: Fire and Rescue has grossed $35.12 million in ten days. That places the film 22.5 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 an estimated $4.55 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 is estimated to decline 31 percent on Sunday to gross $1.30 million. That gives the film an estimated opening weekend to Friday ratio of 3.34 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 an estimated $2.72 million. The critically acclaimed thriller starring the late Philip Seymour Hoffman earned a healthy per-location average of $7,527 from 361 locations for the frame.

Open Road's The Fluffy Movie was off to a lackluster start with an estimated $1.31 million from 432 locations. That gave the comedy concert film starring Gabriel Iglesias a modest per-location average of $3,042 for the frame.

Daily Domestic Gross Fri, Aug. 31 2012

Wide (1000+)

#TitleFri, Aug. 31 2012LocationsAvg.TotalWks.Dist.
1The Possession$6,078,660--2,816--$2,159$6,078,6601Lionsgate
2Lawless$2,766,271175%2,888--$958$4,908,7181Weinstein Company
3The Expendables 2$2,210,156110%3,334-21$663$59,569,0613Lionsgate
4The Bourne Legacy$1,784,670143%3,131-523$570$90,783,1104Universal
5ParaNorman$1,440,884127%3,085-370$467$32,920,0703Focus
6The Dark Knight Rises$1,415,492112%2,187-419$647$426,729,4427Warner Bros.
7The Odd Life of Timothy Green$1,406,840151%2,63537$534$31,284,1983Disney
8The Campaign$1,389,954120%2,941-361$473$68,964,6184Warner Bros.
9Hope Springs (2012)$1,175,638106%2,44139$482$48,532,1454Sony / Columbia
10Premium Rush$1,015,873127%2,2550$450$9,371,0702Sony / Columbia
11Hit and Run$661,440100%2,8700$230$8,130,8302Open Road
12Sparkle (2012)$451,93274%1,257-987$360$20,378,7773Sony / TriStar
13Marvel's The Avengers$383,116--1,705--$225$618,233,00918Disney
14Diary of a Wimpy Kid: Dog Days$299,43398%1,204-761$249$44,067,0215Fox
15Brave$276,836366%1,7081256$162$230,651,01311Disney
16Ice Age: Continental Drift$274,39490%1,036-514$265$154,607,2088Fox
17The Oogieloves in The BIG Balloon Adventure$124,7601%2,160--$58$350,3481Kenn Viselman Presents

Limited (100 — 999)

#TitleFri, Aug. 31 2012LocationsAvg.TotalWks.Dist.
1Total Recall (2012)$216,72858%756-820$287$56,086,3535Sony / Columbia
2The Amazing Spider-Man$215,396321%50183$430$258,815,4539Sony / Columbia
3Ted (2012)$196,350140%561-222$350$215,361,25510Universal
4The Apparition$177,25115%8100$219$3,796,1102Warner Bros.
5Madagascar 3: Europe's Most Wanted$133,189164%505131$264$214,042,63813Paramount / DreamWorks
6Beasts of the Southern Wild$124,353112%26755$466$9,214,29210Fox Searchlight
7The Intouchables$80,81978%175-19$462$10,717,62615Weinstein Company
8Moonrise Kingdom$80,32567%197-135$408$43,943,39315Focus
9Step Up Revolution$66,799109%236-192$283$33,949,1216Lionsgate / Summit
10The Watch$51,306220%195-55$263$33,585,5066Fox
11Magic Mike$45,11324%268-87$168$113,277,97710Warner Bros.
12Tyler Perry's Madea's Witness Protection$42,4131053%17973$237$65,112,81110Lionsgate
13Men in Black 3$40,591--186-46$218$178,644,78915Sony / Columbia
14Snow White and the Huntsman$25,02572%143-51$175$155,002,42014Universal
15The Best Exotic Marigold Hotel$23,55624%105-7$224$45,851,55218Fox Searchlight
16The Hunger Games$13,15836%145-44$91$407,936,46724Lionsgate

Platform (1 — 99)

#TitleFri, Aug. 31 2012LocationsAvg.TotalWks.Dist.
1For A Good Time, Call...$43,670--23--$1,899$43,6701Focus
2To the Arctic 3D$34,85133%520$670$8,108,41720Warner Bros. / IMAX
3Joker$29,440--74--$398$29,4401UTV Communications
4Cosmopolis$24,60463%652$379$541,6923Entertainment One Films
5Ruby Sparks$21,70428%78-57$278$2,201,7946Fox Searchlight
6Mugamoodi$18,166--21--$865$19,2681UTV Communications
7Born to Be Wild 3D$13,37934%330$405$20,731,02374Warner Bros. / IMAX
8Prometheus$12,02641%55-36$219$126,342,53913Fox
9Savages$11,075-5%82-35$135$47,259,5809Universal
10Little White Lies$10,729--129$894$48,0282MPI Media
11Safety Not Guaranteed$8,48621%48-6$177$3,788,87613FilmDistrict
12Abraham Lincoln: Vampire Hunter$7,41329%49-26$151$37,426,81311Fox
13Nitro Circus The Movie 3D$3,713-33%31-99$120$3,329,4024ARC Entertainment
14The Day$2,58097%12--$215$5,3031Anchor Bay Films
15A Cat In Paris$1,004204%3-3$335$305,42314GKIDS
16Easy Money (2012)$637-42%2-3$319$185,3388Weinstein Company