‘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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