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 Sun, Sep. 15 2013

Wide (1000+)

#TitleSun, Sep. 15 2013LocationsAvg.TotalWks.Dist.
1Insidious Chapter 2$6,643,342-50%3,049--$2,179$40,272,1031FilmDistrict
2The Family (2013)$3,292,498-39%3,091--$1,065$14,034,7641Relativity Media
3Riddick$1,901,370-31%3,11710$610$31,108,1752Universal
4Lee Daniels' The Butler$1,417,232-42%3,239-91$438$100,003,7395Weinstein Company
5We're the Millers$1,278,479-46%3,238-207$395$131,591,4816Warner Bros. / New Line
6Planes$982,636-31%2,739-294$359$83,028,8506Disney
7One Direction: This Is Us$607,094-41%2,300-435$264$26,957,3843Sony / TriStar
8Elysium$559,616-39%1,720-521$325$88,444,0746Sony / TriStar
9Percy Jackson: Sea of Monsters$545,281-38%1,638-407$333$62,093,5876Fox
10Despicable Me 2$397,370-35%1,006-44$395$359,113,97511Universal
11The World's End$321,103-44%1,243-277$258$23,972,8574Focus
12The Mortal Instruments: City of Bones$298,152-41%1,576-943$189$29,642,6854Sony / Screen Gems
13This Is The End$194,981-38%1,333-828$146$100,434,25914Sony / Columbia
14Getaway$172,327-37%1,378-757$125$9,984,9453Warner Bros.
15You're Next$115,037-43%1,110-792$104$17,938,7684Lionsgate

Limited (100 — 999)

#TitleSun, Sep. 15 2013LocationsAvg.TotalWks.Dist.
1Instructions Not Included$2,083,85251%933216$2,233$27,193,4103Lionsgate / Pantelion
22 Guns$222,460-39%908-257$245$73,450,0807Universal
3The Smurfs 2$212,386-29%693-256$306$68,949,8427Sony / Columbia
4The Spectacular Now$185,043-36%770355$240$5,737,7207A24
5The Grandmaster$142,318-26%705-99$202$5,840,1134Weinstein Company
6Turbo$139,214-28%353-5$394$81,131,1239Fox / DreamWorks Animation
7The Conjuring$137,874-43%676-40$204$136,002,8409Warner Bros. / New Line
8The Wolverine$137,474-44%540-158$255$130,226,0588Fox
9World War Z$92,874-29%280-94$332$201,835,67613Paramount
10In a World...$74,162-43%14442$515$2,059,6366Roadside Attractions
11The Way, Way Back$68,283-50%421-129$162$20,850,38311Fox Searchlight
12Pacific Rim$67,038-31%254-53$264$101,197,79410Warner Bros.
13Kick-Ass 2$65,170-38%343-319$190$28,556,8805Universal
14The Heat$64,940-49%336-14$193$158,298,26312Fox
15Grown Ups 2$64,724-51%294-61$220$131,017,50310Sony / Columbia
16The Ultimate Life$59,325-39%4120$144$1,071,0602High Top Releasing
17Closed Circuit$57,891-39%413-457$140$5,595,2463Focus
18Jobs$53,013-37%239-263$222$15,883,0525Open Road
19R.I.P.D.$33,620-42%164-17$205$33,455,8559Universal
20Now You See Me$32,620-41%171-34$191$117,575,14316Lionsgate / Summit
21Red 2$27,222-55%209-41$130$52,627,0709Lionsgate / Summit
22Fruitvale Station$19,744-35%137-51$144$15,881,01710Weinstein Company
23White House Down$16,791-45%117-51$144$73,103,78412Sony / Columbia

Platform (1 — 99)

#TitleSun, Sep. 15 2013LocationsAvg.TotalWks.Dist.
1Man of Steel$16,102-41%91-110$177$291,021,56514Warner Bros.
2Salinger$12,321-40%40$3,080$157,6732Weinstein Company
3Populaire$12,121-23%1512$808$61,3532Weinstein Company
4Afternoon Delight$10,219-21%3914$262$152,4633The Film Arcade
5Chennai Express$7,658-50%30-23$255$5,266,3226UTV Motion Pictures
6Satyagraha$6,259-45%35-44$179$724,0883UTV Motion Pictures
7Paranoia$5,469-70%71-107$77$7,254,8815Relativity Media
8Contempt (2013 re-issue)$2,514-9%10$2,514$20,6812Rialto Pictures
9Unfinished Song$2,494-22%17-4$147$1,661,70713Weinstein Company
10Jayne Mansfield's Car$1,962-51%11--$178$9,3201Anchor Bay Films
11Passion$1,571-33%12-1$131$85,7263eOne Films US
12Much Ado About Nothing (2013)$1,395-57%14-5$100$4,291,09415Roadside Attractions
13Savannah$1,016-10%61$169$34,2314Ketchup Entertainment
14Stories We Tell$185285%4-5$46$1,595,84119Roadside Attractions