September 27, 2016

‘Oz: The Great and Powerful’ earned an impressive $2 million at 10pm/midnight last night

Let’s do the quick midnight math, shall we? Sam Raimi’s Oz: The Great and Powerful earned an impressive $2 million at 10pm/midnight last night. Now this isn’t a geek-friendly comic book sequel or young-adult literary property in the vein of The Hunger Games, so midnight frontloading should be pretty limited. That’s a bit less than the $3.5 million earned by Alice In Wonderland and larger than the $1.6 million earned by Snow White and the Huntsman.

If we were talking about Thor 2: The Dark World, a $2 million 10pm/midnight number would mean around $40 million for the weekend, with an expected 5% of the weekend represented in advance showings, with potential for even harsher front-loading But for a ‘normal’ movie, we’re usually looking at between 2% and 4% representing the midnight number. And let’s be honest, this thing is going to explode on Saturday if only due to the lack of family films in the marketplace.

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About Scott Mendelson

Mendelson's Memos: The basics - 30 years old, married with one child, currently residing in Woodland Hills, CA. I am simply a longtime film critic and pundit of sorts, especially in the realm of box office. The main content will be film reviews, trailer reviews, essays, and box office analysis and comparison. I also syndicate myself at The Huffington Post and Open Salon. I will update as often as my schedule allows. Yes, I'm on Facebook/Twitter/LinkIn, so feel free to find me there. All comments are appreciated, just be civil and try to keep a level discourse, as I will make every effort to do the same. Read more at Mendelson's Memos:

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