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.
Warner Bros had expanded the film’s coverage to 3,885 theatres coming into the weekend, a new high for a R-rated title.
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