‘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.

To read more go to Mendelson’s Memos

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