Daily Box Office Analysis

By David Mumpower

June 18, 2014

Swoon.

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22 Jump Street continued to hop higher than the competition yesterday, as it was the number one film in North America once again. It was far from the only success story, though. Every movie in the top ten increased at least 8% from Monday. This Tuesday pattern is being confirmed as we track daily box office. Thus far, 29 out of 30 movies that finished in the top 10 on a Tuesday in June experienced increases from their Monday box office.

In point of fact, an argument could be made that 22 Jump Street was the worst performer in the top ten. After all, it experienced the smallest amount of growth from Monday, the afore-mentioned 8% growth from $6.8 million to $7.3 million. That argument would be innately flawed due to the reason we briefly discussed yesterday, though. The more money a movie earns the more difficulty it experiences with maintaining performance.

That may be an uncomfortable notion for some. Let’s explore the thought for a moment. Consider why that the 8% gain for 22 Jump Street is much more impressive than, for example, the 25% increase for Neighbors, the sixth most popular film yesterday. Neighbors earned roughly $76,000 more on Tuesday than on Monday. A 25% increase sounds a lot less noteworthy when the amount in question will not buy anybody a luxury sports car, at least not an Italian one.




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Conversely, 22 Jump Street may have gained only 8% but its total dollar increase was only $500,000. Consider that the gap in and of itself not only surpasses Neighbors’ Tuesday take of $378,000 but also would have been good enough for seventh place on its own. The additional revenue 22 Jump Street acquired on Tuesday impacted the overall top ten that much. Along these lines, 22 Jump Street’s $7.3 million represents 31% of the combined top ten total of $23.7 million. Just to demonstrate how top heavy the top ten is, I should also point out that the first, second and third place films in North America claim 68% of that $23.7 million. What matters most in this discussion, however, is that 22 Jump Street may run out of steam at a frontloaded pace, but there have been no signs of it during its first two weekdays.

The news is even better for our second place film yesterday, How to Train Your Dragon 2. I was harsh about the film’s lack of growth from the first film in yesterday’s column as well as our Monday Morning Quarterback conversation. That hurt me as a massive fan of the first film, my favorite title of 2010. Today, I get to say nicer things because there was some revenue expansion.

The second Toothless tale increased from $5.1 million on Monday to $5.9 million yesterday. Its $850,000 gain surpassed the growth of its nemesis, 22 Jump Street, as did its percentage gain of 17%. While the buddy cop film earned 25% of its weekend box office on Monday and Tuesday, the DreamWorks Animation production only held 22%. The explanation is that oddly soft Monday. We will have a better picture of its total holding power over the next five days. Its first two weekdays have been quite the mixed message.


     


 
 

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