Friday Good at Easter Box Office
By John Hamann
March 31, 2013
It is doubtful that G.I. Joe: Retaliation will have much for legs. This should be a summer release, giving bored kids a chance to see something silly like this multiple times during lazy, school-free days. G.I. Joe: Retaliation also received even worse reviews than the original, with this one coming in at 29% fresh at Rotten Tomatoes (21% fresh from top critics), whereas the original was 34% fresh (29% from top critics). According to Cinemascore, audiences like this one better than the original at A-, compared to the original's B+ (insert a Cinemascore joke here). The good news for Paramount, Hasbro, and surprisingly MGM, is that this Joe cost less at about $130 million (or so they say), while Rise of Cobra cost $175 million. The other positive is that the sequel should do much better overseas, and it has already started out with $81 million in those international markets, the highest debut so far in 2013. After all is said and done, I would expect a very similar score to what Rise of Cobra did domestically ($150 million), but a $250 million take overseas.
Finishing second is The Croods. After the Friday gross of $10.7 million, this movie looked like a huge hit with serious legs, but the rest of the Easter weekend was still to come. The Croods opened last Friday to $11.6 million, so that tiny, 8% drop compared to last Friday would cause some excitement. Alas, the truth comes out in the wash, as The Croods had a weekend multiplier of 2.47 (next weekend it will be around 4.0), which means it earned $26.5 million this weekend, giving the Fox/DreamWorks Animation flick a drop of 39%. This is a decent hold for The Croods, which opened last weekend to an okay $43.6 million (less than Madagascar, Megamind, and on par with the first Shrek, which opened 12 years ago). So, opening the weekend before Easter and during Spring Break turns The Croods into a ten-day earner of $88.6 million, which is much, much, better than Rise of the Guardians.
Tyler Perry’s Temptation, (aka Tyler Perry’s Temptation: Confessions of Marriage Counselor, my new nomination for worst title ever) takes third place. Despite the title and a cast whose claim to fame is that it holds one of those Kardashian aliens, this Tyler Perry effort succeeded greatly, opening to $22.3 million. It likely cost very little, and has a decent venue average at $10,894, as it opened at only 2,047 venues. To prove it’s all the same again, critics hated it right on cue, with a 12% fresh rating on it at Rotten Tomatoes. However, those geniuses at Cinemascore have it an A-, so who knows. Should the model hold, it will drop 55% next weekend, and finish with about $55 million for Lionsgate.
Fourth is last weekend’s surprise big earner, Olympus Has Fallen, which debuted to $30.4 million in the previous frame. Last weekend, the biggest competition the R-rated actioner had was a movie for kids; this time, it had to deal with G.I. Joe. The result is as expected. Olympus Has Fallen dipped 54% to $14 million as audiences hopped to the next new shiny thing. Still, Olympus should match its production budget stateside ($70 million) and find some profit overseas, where it is seeing a slow roll out. For now, Olympus has earned $54.7 million domestically.