‘Madagascar 3’ Remains #1 while Both Openers Disappoint

on June 18, 2012 by Daniel Garris
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As was widely expected, Madagascar 3: Europe's Most Wanted remained at the top of the box office this weekend. However, thanks to the disappointing starts of both Warner's Rock of Ages and Sony's That's My Boy, Madagascar 3 led this weekend's box office by an unexpectedly large margin. The 3D computer animated sequel from Paramount and DreamWorks Animation grossed $34.06 million, which was down a very reasonable 44 percent from last weekend's stronger than expected debut. Madagascar 3 surpassed the $100 million milestone on Saturday (its ninth day of release) and has grossed $119.01 million through ten days of release. That places the film 2 percent ahead of the pace of 2008's Madagascar: Escape 2 Africa and 1.5 percent ahead of the pace of last year's Cars 2.

Internationally, Madagascar 3 grossed $53.0 million from 43 territories this weekend. That places the film's international total at $157.0 million and worldwide haul at $276.0 million.

Although it was able to remain in second place this weekend, Fox's Prometheus nonetheless lost major momentum in the process. The Ridley Scott directed 3D Alien spin-off grossed $20.71 million, which was down a sharp 59 percent from last weekend. With that said, Prometheus has still grossed a very solid $89.37 million through ten days of release. The film is currently running 42 percent stronger than 2004's Alien vs. Predator and 9 percent softer than last year's X-Men: First Class.

Prometheus continues to perform relatively stronger internationally, as it grossed $25.74 million from 62 territories. That brings the film's international total to $129.1 million and worldwide total to $218.5 million. Key debuts this weekend included $3.2 million in Mexico and $3.0 million in Brazil.

Rock of Ages was off to a very tough third place start of $14.44 million. The rock musical featuring Tom Cruise opened below expectations and wasn't able to live up to the opening weekend performances of fellow summer musicals 2007's Hairspray ($27.48 million) and 2008's Mamma Mia ($27.75 million). The film had trouble attracting men and especially younger moviegoers, as its audience breakdown skewed 62 percent towards female moviegoers and 74 percent towards moviegoers over 25. Internationally, Rock of Ages grossed $4.1 million from just 10 foreign markets.

That's My Boy was off to an even tougher fourth place start of $13.45 million. The R-rated comedy starring Adam Sandler opened well below the standards of Sandler's high profile comedies, which was especially disappointing given the lack of comedy options for moviegoers so far this summer. That's My Boy opened 46 percent softer than the $25.00 million start of last year's Jack and Jill (which was soft in its own right by Sandler's lofty standards).

This weekend's battle between Tom Cruise and Adam Sandler proved to be a far cry from the battle they had back in June of 2010, when Grown Ups debuted with $40.51 million and Knight and Day registered an opening weekend of $20.14 million (after a Wednesday launch). At the end of the day Rock of Ages and That's My Boy didn't offer Cruise and Sandler fans enough to get them into theatres this weekend, while largely poor reviews didn't help matters either, especially in the case of Rock of Ages.

Additional reporting by Phil Contrino.

Tags: That's My Boy, Rock of Ages, Prometheus, Madagascar 3: Europe's Most Wanted
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