'Limitless' Claims Top Spot; 'Lincoln Lawyer' Propelled By Groupon Promotion

on March 20, 2011 by Phil Contrino

Bradley Cooper now has his first post-Hangover #1 opening. Limitless was able to easily fend off The Lincoln Lawyer, Paul and Battle: Los Angeles in order to claim the top spot. The Relativity release experienced a surge on Twitter after the Super Bowl that it has maintained well ever since, and its Facebook activity was comparable to The Adjustment Bureau's most active page. Limitless boasts a promising B+ overall CinemaScore rating. Relativity is reporting that the audience is 52% female and 60% is over 25.

"We blew away our own internal expectations. We played so broadly," says Kyle Davies, president, theatrical distribution for Relativity.

Battle: Los Angeles was showing signs of being front-loaded all week and its steep sophomore drop confirms that it's not built to last. The Sony/Columbia release will definitely fall short of the $100 million mark during its domestic run despite opening to nearly $36 million.

Paul is off to a respectable start. The sci-fi comedy boasts an overall B rating from CinemaScore and an A- from moviegoers from 18 to 24 years of age. Universal is reporting that 58% of the audience is over 25 and 56% is male. Paul has also raked in $41.3 million abroad from only five territories.

"With the very good exit polls and CinemaScore, we look forward to Paul's playability in the coming weeks," Nikki Rocco, Universal's distribution president tells BoxOffice.com.

The Lincoln Lawyer is off to a solid start thanks in large part to a discount ticket promotion with Groupon/Fandango. Just under 200,000 tickets were sold and a little less than 40,000 have been redeemed thus far. 89% of people who redeemed the tickets said that they wouldn't have seen The Lincoln Lawyer. Exhibitors report all discounted sales at the regular price, and Lionsgate is estimating that the film's weekend total received an $80,000 bump as a result. Word of mouth is quite good for the legal drama. Lincoln Lawyer's overall CinemaScore is a healthy A-, and more than 15,000 Flixster users have combined to give the film a 79% approval rating. 85% of the opening weekend audience was over 25. 

Comparison Data:

Jan. 1 to March 17, 2011: $1,902,126,000*
Jan. 1 to March 20, 2010: $2,396,710,000
Total decrease: $494,584,000, -20.6%

March 1 to March 17, 2011: $487,298,000
March 1 to March 20, 2010: $582,482,000
Total decrease: 95,184,000, -16.3%

March 18 to March 20, 2011: $117,000,000
March 19 to March 21, 2010: $126,569,000
Total decrease: $9,569,000, 7.6%


Check back tomorrow for weekend actuals.

Additional reporting by Daniel Garris.

Tags: Limitless, The Lincoln Lawyer, Battle: Los Angeles, Paul

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