Yes, no gigantic surprises as the combination of family appeal, outstanding reviews, good word of mouth, the 3-D inflationary spiral, and a sufficient number of theaters in which to milk it, made for a solid opening for the weekend’s most high profile new release. To be specific, as per Box Office Mojo‘s handy dandy weekend chart, the 3-D animated “How to Train Your Dragon,” netted an estimate of $43.3 million for Dreamworks/Paramount and enjoyed the highest per-screen average of any film released this week on more than one screen, and it was on 4,055 of them. It’s a result not far from what was expected earlier.
Some may find this a slightly below-par opening. True to form in the ever-spinning world of Hollywood PR, some executive for a rival studio complimented the film but told Nikki Finke it tracked badly — and some day I’m going to learn exactly what that means — because it “lacked comedy,” which confuses me deeply. I mean, the trailer made me laugh. I guess he means it lacked a poop-eating joke or something. Anyhow, Ms. Finke is quite correct that, given the good word of mouth and the coming school holidays it should enjoy “good multiples.”
Meanwhile, Anthony D’Alessandro, Anne Thompson’s resident box office guru, has this to add:
While some box office analysts are crying foul that this figure reps a paltry opening weekend, particularly for a 3D film saddled with an estimated $165-million budget, these claims overlook the fact that animation films are a different breed at the box office than run-of-the-mill features. Toons have longer legs, making anywhere from 30-35% of their total domestic haul in their opening weekend, whereas the average bow reps 50%.
In other words, do not cry for the filmmakers or Dreamworks. They’re going to do fine.
And, though their film is out of the top spot, neither should you shed a tear for Disney or Tim Burton even if “Alice in Wonderland” is out of the #1 spot. They had a terrific three week run at the top spot and this week’s second place estimate of $17.3 million is not too shabby either.
On the other hand, the melancholy clowns of “Hot Tub Time Machine” led by John Cusack, Rob Cordry, the always hilarious Craig Robinson, and Clarke Duke, could perhaps benefit from a bit of sympathy. The comedy from MGM, currently on the auctioneer’s block, earned an estimated $13.65 million.