Mania Box Office Report: The Avengers Fall (Mania.com)

By:Robert T. Trate
Date: Sunday, May 27, 2012
Source: Box Office Mojo

Despite a weekend that obviously includes one more day in its totals, a champion has already been declared. If you can believe it, The Avengers have finally fallen. Here is the official report from Box Office Mojo. 

“It's not a great start, but MIB 3 got the job done by finally dethroning mega-blockbuster The Avengers over Memorial Day weekend. Chernobyl Diaries also opened, though it barely made a blip on the radar, while Wes Anderson's Moonrise Kingdom had one of the best limited debuts ever. For the three-day weekend the Top 12 earned an estimated $147.5 million, which is off 32 percent from last year when The Hangover Part II and Kung Fu Panda 2 ruled.

MIB 3 opened to an estimated $55 million this weekend, which is Will Smith's third-highest Friday-Sunday debut ever behind I Am Legend ($77.2 million) and Hancock ($62.6 million). That's not really an apples-to-apples statistic, though, given how many of Mr. Smith's bigger movies didn't opened on Friday. For example, Men in Black II opened on a Wednesday and earned $54.9 million through its first three days in theaters. Adjusting for 10 years of ticket price inflation and 3D ticket prices, MIB 3's initial attendance was significantly lower than that of Men in Black II.

That being said, the fact that MIB 3 was about on par with Men in Black II from a revenue perspective is somewhat admirable considering it hit theaters nearly 10 years after that very poorly received second entry (5.8 rating on IMDb) sullied the franchise's reputation. The marketing campaign was fairly effective in conveying that the Men in Black are back with a plot that retains the light-hearted vibe of the original movies while adding a new twist to the mix with time travel. The real credit, though, belongs to star Will Smith—his three-year hiatus may have lost him a few fans, but this opening is solid enough to suggest that his box office drawing power isn't too diminished.

Sony is reporting that the audience was 54 percent male and 56 percent over the age of 25, which indicates that families were probably not a huge contributor. The movie received a solid "B+" CinemaScore, which improved to an "A-" among moviegoers under the age of 18.

While it had to settle for second place, The Avengers was still very impressive this weekend. The superhero team-up eased 34 percent to an estimated $37 million, which is the second-highest fourth weekend ever behind Avatar's $50.3 million. On Saturday, the movie set a new record by crossing the $500 million mark in just 23 days. Through Sunday, The Avengers has earned $513.7 million, and will pass The Dark Knight ($533.3 million) by Friday to move in to third place on the all-time domestic chart”. -Box Office Mojo

The weekend numbers, thus far...
 
 
 
Rank
 
 
Movie
 
 
Weekend
 
 
Theaters
 
 
Average
 
 
Total
 
 
Budget
 
1
 
MIB 3
 
 
$55,000,000
 
4,248
 
$12,947
 
$55,000,000
 
-
 
2
 
The Avengers
 
 
$36,987,000
 
3,918
 
$9,440
 
$513,672,000
 
$220
 
3
 
Battleship
 
 
$10,800,000
 
3,702
 
$2,917
 
$44,300,000
 
$209
 
4
 
The Dictator
 
 
$9,600,000
 
3,014
 
$3,185
 
$41,448,000
 
$65
 
5
 
Chernobyl Diaries
 
 
$8,000,000
 
2,433
 
$3,288
 
$8,000,000
 
-
 
6
 
Dark Shadows
 
 
$7,515,000
 
3,403
 
$2,208
 
$62,998,000
 
$150
 
7
 
What to Expect When You’re Expecting
 
 
$7,150,000
 
3,021
 
$2,367
 
$22,171,000
 
-
 
8
 
The Best Exotic Marigold Hotel
 
 
$6,350,000
 
1,233
 
$5,150
 
$16,553,000
 
-
 
9
 
The Hunger Games
 
 
$2,750,000
 
1,421
 
$1,935
 
$395,209,000
 
$78
 
10
 
Think Like a Man
 
 
$1,400,000
 
786
 
$1,781
 
$88,272,000
 
$12
 
 
Now the waiting game has begun. Will The Dark Knight Rises break any of The Avengers records? What will The Amazing Spider-Man do? Will the success of MIB III mean MIB IV? Keep checking in with Mania for all the latest genre news, reviews, and events.  
 
So what are the first week in June’s genre pics? Well you can watch the Evil Queen (Charlize Theron) battle it out with the queen of the tween movies (Kristen Stewart). Or you can watch the big bobbie horror fest Piranha 3DD. Is your choice obvious or hard?
 

 

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