Friday Box Office Analysis

By Tim Briody

April 3, 2010

He doesn't have the legs for that, but they're too polite to tell him.

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Clash of the Titans

The 3D remake of the 1981 film earned $28.7 million on Friday, with an estimated $4.2 million from midnight showings. This opening is showing that audiences have still yet to tire of the 3D gimmick, so we're just going to keep having them crammed down our throats until one of them bombs badly.

This is Easter weekend so that means absolutely terrible multipliers all around as Easter Sunday is an anti-holiday at the box office. Witness last year's Hannah Montana: The Movie. $17.4 million Friday, $32.3 million weekend, which is a 1.85 multiplier. Yes, that's an extreme example but it shows that nothing is safe this weekend. Even with something around a 2.4, Clash of the Titans is still in for a pretty decent weekend. An opening total of $63 million is a nice start, though I don't expect much in the way of legs.




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Why Did I Get Married Too?

The Tyler Perry sequel opens to $12.2 million, which is his second biggest opening day ever. The top first day film for Perry is last year's Madea Goes to Jail, which earned $14.7 million on Friday and finished with $41 million (a 2.78 multiplier). Why Did I Get Married opened to $7.4 million in October 2007 and had a weekend total of $21.3 million (a 2.87 multiplier). Based off these two performances, we'd have a pretty good idea of where Why Did I Get Married Too? will end up, if Easter Sunday wasn't about to screw things up a bit. Why Did I Get Married Too? should end up with a weekend of $29.2 million.

The Last Song

The Miley Cyrus/Nicholas Sparks combination earned $7.2 million on Friday after Wednesday and Thursday earnings of $9.6 million. This won't have a Hannah Montana-like weekend multiplier, but it still won't be very pretty. Give it a weekend proper of $16.5 million and $26.6 million over five days.

Notable Holdovers

How to Train Your Dragon earned $11.1 million on Good Friday, that is down a remarkable 8% from last Friday. Any concerns over its performance last weekend shouldn't matter anymore. While it will still suffer on Easter Sunday like everything else (if it weren't a box office black hole, we'd be looking at a sub-5% week-to-week drop, which is just absolutely outstanding), it's good to see that the near universal word-of-mouth gave this some solid legs, which hopefully continue over the next few weeks. Give it a second weekend of $28.9 million.


Projected Estimates for the Top Ten (Three-Day)
Projected
Rank
Film
Estimated Gross
1 Clash of the Titans 63.0
2 Why Did I Get Married Too? 29.2
3 How to Train Your Dragon 28.9
4 The Last Song 16.5
5 Alice in Wonderland 7.8
6 Hot Tub Time Machine 6.7
7 Diary of a Wimpy Kid 5.8
8 The Bounty Hunter 5.6
9 Shutter Island 1.4
10 She's Out of My League 1.3

     


 
 

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