Estimates prematurely gave ‘American Sniper’ a new record
It’s never wise to rely on estimates when the margins are tight and, sure enough, the actuals for the North American weekend box office have made a complete mockery of many a headline. Ever since ‘American Sniper’ grossed $10m on Friday, it was going to be touch and go whether the Navy SEAL thriller would eclipse the $31.12m record for the highest ever Super Bowl weekend. Estimates came in at $31.85m but today’s actuals paint a very different picture with the film falling short by $0.5m. Disney’s ‘Hannah Montana & Miley Cyrus: Best Of Both Worlds Concert’ set the existing record seven years ago.
The market had allowed a 70% drop for ‘American Sniper’ from Saturday to Super Bowl Sunday but it’s actual fall was 74% against an average 65% decline for other top ten films. It performed at the lower end of market predictions throughout the three days.