“Thor” wins Weekend Box Office with $66 million
HollywoodNews.com: It’s a $66 million weekend for Thor (review), giving the Marvel adventure pic a solid 2.6x weekend multiplier. It’s kinda scary how accurately we can now predict opening weekend grosses just based on the midnight number, but the math once again worked (Thor did 5% of its weekend gross via Thursday midnight sneaks, per usual).
Anyway, Marvel was successful at keeping expectations low, saying that anything over $60 million would be a win. And it more-or-less is. The film played heavily 3D, which meant higher ticket prices and the like. I heard plenty of anecdotal stories about moviegoers unable to find a convenient 2D location, which may be part of a depressing trend as the ‘summer of 3D’ unfolds. But the film had a solid weekend multiplier (if you discount the $3.25 million worth of midnight sneaks, the film’s Friday and Saturday figures were pretty even) and decent word of mouth. It earned a B+ from Cinemascore, with an A from those under 18.
In holdover news, the big tragedy was the huge 62% plunge for Fast Five (review). Yes, the Fast/Furious series is known for their big second-weekend drops and they lost their IMAX screens this weekend, but Fast Five is a far superior picture to the previous four, yet it suffered the same quick-kill fate. Point being, if actually making a better film in a long-running franchise (one that is accessible to newbies no less) isn’t enough to get box office legs, what exactly is the incentive to make a good film?
Anyway, the picture pulled in $32.5 million on its second weekend and still has $139 million in ten days, or just $6 million less than the original’s domestic total. It should surpass Fast & Furious’s $155 million total next weekend and will likely end at $180 million. It has already grossed $324 million worldwide, so my concern is more about principle than actual financials.
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