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Daily Box Office Analysis for July 23, 2007

By David Mumpower

July 24, 2007

Wait, Book 7 ends how?

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That's the weekend analysis, though. How is Order of the Phoenix doing on its second Monday? The answer is that it has fallen 53.8% to $4,814,325. This is almost identical behavior to Prisoner of Azkaban. That title fell 52.7% on its second Monday to $3.99 million. The other area of dominance for Order of the Phoenix is in terms of total box office. After 13 days of release, it has earned domestic revenue of $212,681,190 as opposed to Prisoner of Azkaban's $169.33 million after the same time period.

Some of you might be saying, "Sure, it beats Azkaban, but that is the least popular title in the series thus far in terms of movie receipts." Since this is true, let's quickly take a look at the other Potter movies for further comparison. Keep in mind from our discussions last week that Thanksgiving is a factor for the first and fourth releases in the series in such an evaluation. Given that, it's a slight surprise that Harry Potter and the Sorcerer's Stone was at only $193.95 million after 13 days. Of course, if we inflation adjust it, the data changes to paint a much different picture with $233.08 million for the first Potter title.

Harry Potter and the Chamber of Secrets finishes last in this analysis with $160.82 million. Then again, it doesn't get its Thanksgiving bump until another few days afterward. This makes it unfairly judged against two Thanksgiving releases that do as well as a pair of summer releases that are propped up by better weekdays. The best comparison in terms of actual dollars is the most recent prior title in the franchise, Harry Potter and the Goblet of Fire. Its box office after 13 days was $207.54 million, meaning that if we don't adjust for inflation, Order of the Phoenix is performing the best of the bunch. If we do make the adjustment, the only title beating it is the first release in the franchise, Harry Potter and the Sorcerer's Stone. That's good company for Order of the Phoenix to keep.




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With Harry Potter and the Order of the Phoenix largely out of the limelight, we are finally ready to discuss the titles that are new this week. Those would be I Now Pronounce You Chuck and Larry and Hairspray. We will be brief today, simply mentioning that Adam Sandler's latest title earned $5,592,140, a very solid Sunday-to-Monday holdover of only 42.9% depreciation. Hairspray was even better as its $4.49 million represents a decline of only 37.0% from Sunday. Both are doing very well to start the week.

Box office for the top ten had combined receipts of $22,096,871, virtually matching last Monday's $22,815,181 with decline of 3.1%. This is the third best Monday total of the summer period.


Daily Box Office for Monday, July 23, 2007
Rank Film Distributor Daily Gross Weekly Change Running Total
1 I Now Pronounce You Chuck and Larry Universal $5,592,140 New $39,825,890
2 Harry Potter and the Order of the Phoenix Warner Bros. $4,814,325 - 53.8% $212,681,190
3 Hairspray New Line Cinema $4,490,000 New $31,967,000
4 Transformers DreamWorks $2,824,674 - 42.8% $265,802,674
5 Ratatouille Walt Disney Pictures $1,866,667 - 26.1% $167,386,662
6 Live Free or Die Hard Twentieth Century Fox $927,666 - 34.7% $117,195,532
7 License to Wed Warner Bros. $482,261 - 54.6% $38,977,394
8 Evan Almighty Universal $401,005 - 40.5% $93,968,020
9 1408 Dimension Films $369,693 - 47.1% $67,823,217
10 Knocked Up Universal $328,440 - 34.9% $143,027,325
Box office data supplied by Exhibitor Relations



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