Market absorbs tentpole saturation

Bryan Singer’s ‘X-Men: Days Of Future Past’ is the third tentpole to arrive in North America during the last month and looks set for a similar opening weekend as the others.  The Marvel mutant adventure grossed $36m on Friday (including $8.1m from late night Thursday previews) and should be on pace for $93m over the three day session – the same as ‘Godzilla’ and slightly higher than ‘The Amazing Spider-Man 2’ – and $110m for the Memorial Day weekend as a whole.  This is less than some of the more optimistic revised forecasts after strong reviews – currently 93% fresh on Rotten Tomatoes – and excellent figures for Thursday previews, which did not get under way until 22.00.  But with first night audiences awarding it an ‘A’ CinemaScore and marketing taking full advantage of a stellar cast, including, amongst many others, Hugh Jackman, Jennifer Lawrence, Michael Fassbender and Ellen Page, there is still scope for word of mouth to escalate and drive the film nearer $115m.


The other wide weekend opener, ‘Blended’, starring Adam Sandler and Drew Barrymore, could only muster a disappointing $4.3m on Friday.  Not for the first time with an Adam Sandler vehicle, first night audiences, who awarded it an ‘A-‘ CinemaScore, liked it far more than critics, as evidenced by a truly appalling 15% rating on Rotten Tomatoes.  As things stand, the Warner Bros’ romCom is on course for $16m and $19m three and four day totals respectively being around $10m below market expectations for the longer session.


Last weekend’s No.1, ‘Godzilla’ spilt the two openers in second place.  The giant lizard remake took a heavy 77% fall from last week’s high starting point when grossing a further $8.8m on Friday.  It should finish the three days around the $30m mark and take another $9m on the fourth.

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May 25th, 2014 - admin

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