'Men In Black III' Unseats 'Avengers' at #1; 'Chernobyl Diaries' Debuts Softly

on May 27, 2012 by Shawn Robbins
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Men In Black III swiped first place away from Marvel's The Avengers over this extended Memorial Day frame with an estimated $55 million 3-day weekend.  The Will Smith sequel debuted to $17.93 million on Friday and $19.45 on Saturday.  Sony reports that 54% of the opening weekend audience was male and 46% was female.  Of all moviegoers, 44% were under the age of 25 and 56% were 25 or older.  The film received a B+ Cinemascore from general audiences, and an A- from moviegoers under 18.  With 79% of more than 220,000 Flixster users approving of or anticipating seeing the film, word of mouth is moderately positive.

That said, MIB3's relative opening weekend performance is far behind that of its predecessors which adjust to $88.1 million in 1997 and $71.1 million in 2002 when accounting for inflation.  Neither of those films had the advantage of 3D and IMAX prices, nor the advantage of opening on a Friday (meaning some demand had already been met before their weekends even began).

Marvel's The Avengers continued to hold well over the holiday frame.  On Saturday, the Disney blockbuster became the fourth film in history to cross $500 million domestically, doing so in 23 days and besting Avatar's previous record 32-day march toward that number.

Chernobyl Diaries was the only other new wide release of the weekend.  The horror flick opened to a modest $3.54 million on Friday and $2.38 million on Saturday.  Warner Bros. reports that men represented 47% of the film's audience and women accounted for 53%. 57% of the total audience was under the age of 25. Over 20,000 Flixster users have given it a very poor 41% approval rating.

The Best Exotic Marigold Hotel continued its successful expansion into 1,233 locations with an estimated $1.67 million on Friday and $2.45 million on Saturday.

Domestic comparison data:

Jan. 1 - May 27, 2012: $4,245,890,000*
Jan. 1 - May 27, 2011: $3,697,649,000
Total increase: $548,241,000 (+14.8%)

May 25 - May 27, 2012: $154,000,000*
May 27 - May 29, 2011: $213,344,876
Total decrease: $59,344,876 (-27.8%)

* = estimate

Four-Day Weekend Estimates:

1. Men in Black III: $70.0 million*
2. Marvel's The Avengers: $47.1 million*
3. Battleship: $13.6 million*
4. The Dictator: $12.2 million*
5. Dark Shadows: $9.3 million**
6. Chernobyl Diaries: $9.2 million**
7. What to Expect When You're Expecting: $8.9 million*
8. The Best Exotic Marigold Hotel: $8.2 million**
9. The Hunger Games: $2.75 million*
10. Think Like A Man: $1.8 million*

* = Official Studio Estimate
** = Boxoffice.com Estimate

Additional reporting by Daniel Garris.

 

Tags: Marvel's The Avengers, Men in Black 3, Chernobyl Diaries
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