It was a weekend where 2 franchise pictures bolstered the box office while too many like films cannibalised each other. With 5 MA rated titles in the top ten and 4 of them targeting the exact same market (15+ male), not to mention Paranormal Activity 4 and Taken 2 also pulling from that well – it was a war of attrition at the box office. Even though box office is up week on week (primarily thanks to PARANORMAL ACTIVITY 4) It’s a shining example of ultra competitive dating and what can happen when too many like films are in the market place at once.
PARANORMAL ACTIVITY 4 took the Aussie Box Office crown for the week, stealing it from 2 week holder TAKEN 2 and coming in with a better-than-US-pro-rata result of 11.78% or $3.56m for the 4 days. It’s a very solid result and in 3 days outgrossed the average theatrical season box office of horror films in Australia which sits at around $2.5m. The film should finish the week on about $5.1m and should see out its run at about $8-$8.5m.
TAKEN 2 smashes past $15.5m cumulative after hauling in another $1.5m for the 4 day weekend. There’s every chance this puppy could hit $20m before she’s out of cinemas. It has two competitors this week in ARGO (older skew Male) and DREDD (younger skew male) but in no way is TAKEN 2 out of the game yet. What a performer!
SAVAGES takes out 3rd place with a $960k result which is under the U.S. opening weekend pro rata at 6% (U.S. opening weekend was $16m for a life of $47m). These violent, darker, contraband themed thrillers are really misfiring in Australia at the moment, LAWLESS and KILLING ME SOFTLY are also box office casualties and having them all releasing within a week of each other probably didn’t help matters much. Being in the same light as the PARANORMAL ACTIVITY franchise would’ve played its part as well but the last weeks with LOOPER, LAWLESS, KILLING ME SOFTLY, SAVAGES and TAKEN 2 in the market place – man the boys are spoiled for choice that’s for sure!
LOOPER! SUPER! DOOPER! The little film that could is, next to TAKEN 2, clearly the crowd favourite as it is about to pass $10m domestically. This film has smashed U.S. pro rata as it sits on 17.23% (US Box is $57.8m). From here the film should finish up around $12m. What a result!
LAWLESS fell off by 48% week on week for a weekend take of $438k to bring its haul to $1.59m. From here the film looks to finish its season around the $2.7m mark – which will come in under U.S. Pro rata and should land at around 7.27%. (U.S. grossed $37.1m)
TO ROME WITH LOVE opened modestly to $430k off 83 prints. This release has been much tighter than last years absolute juggernaut MIDNIGHT IN PARIS and its delivered the 4th highest screen average in the country.
My thanks to MPDAA for the figures.
|THIS||FILM TITLE||C/SHIP||DISTRIBUTOR||WEEKS||BOX OFFICE||% +.-||SCREENS||TOTAL BO|
|WEEK||IN RELEASE||THIS WEEKEND $||AVG $||TO DATE $|
|1||PARANORMAL ACTIVITY 4||M||PARAMOUNT||1||3,560,649||N/A||11,092||3,612,729|
|6||TO ROME WITH LOVE||M||EONE /HOPSCOTCH||1||430,134||N/A||5,182||524,425|
|8||KILLING THEM SOFTLY||MA15+||HOYTS/STUDIOCANAL||2||350,295||-47%||2,123||1,257,350|
|9||HOTEL TRANSYLVANIA||PG||SONY PICTURES||5||321,411||-58%||1,275||11,087,876|
|10||MADAGASCAR 3: EUROPE’S MOST WANTED||PG||PARAMOUNT||6||316,068||-66%||1,054||23,293,352|