Mania Box Office Report: Spidey Falls (Mania.com)

By:News Desk
Date: Sunday, July 15, 2012
Source: Box Office Mojo

“In its second weekend, The Amazing Spider-Man fell 44 percent to an estimated $35 million. That's a fine hold for a comic book movie, and suggests that it's being greeted with good word-of-mouth. However, that second weekend tally is substantially less than that of any of the previous Spider-Man movies. On Sunday, The Amazing Spider-Man is expected to pass $200 million.

It wasn't a great opening by any stretch, but Ice Age: Continental Drift did at least prove that there's still life left in this lucrative prehistoric animated franchise.

The fourth installment in the Ice Age series debuted to an estimated $46 million this weekend. That's noticeably off from 2012's previous animated efforts The Lorax ($70.2 million), Brave ($66.3 million) and Madagascar 3 ($60.3 million). It is at least on par with the first Ice Age ($46.3 million), though it's much lower than 2006's Ice Age: The Meltdown ($68 million).

The most recent franchise title, 2009's Ice Age: Dawn of the Dinosaurs, opened on a Wednesday and therefore doesn't provide a great apples-to-apples comparison: Continental Drift topped its three-day start ($42.2 million) and its opening weekend ($41.7 million), though it has zero chance of matching that movie's $66.7 million five-day start. Still, to be in the same league as the third installment is pretty impressive. For comparison, Shrek Forever After's debut was 42 percent lower than that of Shrek the Third.

Aside from pointing out new cast members like Jennifer Lopez, Drake and Nicki Minaj, Continental Drift's marketing campaign never really tried all that hard to differentiate Continental Drift from its predecessors (there were no circus afros, that's for sure). As of late, that's been a death knell for animated sequels, so the fact that Continental Drift was able to stay in the same general ballpark as previous installments speaks to the overwhelming likeability of the central characters, in particular Scrat (who once again was prominently featured in the marketing material).

Ice Age's audience skewed slightly female (51 percent), and was evenly split between those above and below 25 years-of-age. The crowd awarded the movie an "A-" CinemaScore ("A" for the under-18 crowd), and with no competition for family audiences on the immediate horizon Continental Drift could have a healthy run.

One noticeable blemish on Ice Age's debut is its 3D haul. Despite 2,731 locations playing the movie in 3D, ticket sales for those shows only accounted for around 35 percent of the gross. Combine that with Spider-Man's sub-par 45 percent 3D share, and one has to wonder what's up with 3D lately”. - Box Office Mojo

 


 
Rank
 
Movie
 
Weekend
 
Theaters
 
Average
 
Total
 
Budget
1
Ice Age: Continental Drift
 
$46,000,000
3,881
$11,853
$46,000,000
-
2
Amazing Spider-Man
 
$35,000,000
4,318
$8,106
$200,900,000
$230
3
Ted
 
$22,147,000
3,303
$6,705
$158,993,000
$50
4
Brave
 
$10,695,000
3,392
$3,153
$195,596,000
$185
5
Magic Mike
 
$9,030,000
3,090
$2,922
$91,850,000
$7
6
Savages
 
$8,735,000
2,635
$3,315
$31,466,000
$45
7
Tyler Perry’s Madea’s Witness Protection
 
$5,600,000
2,004
$2,794
$55,628,000
$20
8
Katy Perry: Part of Me
 
$3,735,000
2,732
$1,367
$18,588,000
$12
9
Moonrise Kingdom
 
$3,662,000
924
$3,963
$32,427,000
$16
10
Madagascar 3
 
$3,500,000
2,285
$1,532
$203,732,000
$145

 

 

This week we have nothing to look forward to at the Box Office. Oh yeah wait... The Dark Knight Rises arrives. Will this be the end all be of Batman movies? Can The Dark Knight Rises match The Avengers in scale, box office draw, and mass appeal? All these questions and more will be answered in the days to come. 


 

 



Series: