'One Direction: This Is Us' Debuts with $17.0M 3-Day Start; 'Instructions Not Included' Surprises with $7.5M

on September 01, 2013 by Daniel Garris

Early 4-Day Weekend Estimates

1. One Direction: This Is Us -- $20.5M*
2. The Butler -- $20.0M#
3. We're the Millers -- $16.2M#
4. Planes -- $10.71M*
5. Instructions Not Included -- $9.3M*
6. Elysium -- $8.1M*
7. The Mortal Instruments -- $6.4M*
8. The World's End -- $6.0M#
8. Percy Jackson: Sea of Monsters -- $6.0M#
10. Getaway -- $5.6M#
11. Blue Jasmine -- $5.1M#
12. You're Next -- $4.85M*
13. Despicable Me 2 -- $3.7M*
14. 2 Guns -- $3.4M*
15. Closed Circuit -- $3.25M#
16. The Grandmaster -- $3.05M#

* - Indicates Official Studio Estimate
# - Indicates BoxOffice.com Estimate

Sony's One Direction: This Is Us led the way this weekend with an estimated $17.0 million over the three-day frame. Sony's four-day estimate for the 3D concert documentary stands at $20.5 million, which places it in a tight race for first over the four-day frame with Lee Daniels' The Butler. Compared to previous concert documentaries, the three-day start of One Direction: This Is Us was 42 percent below the $29.51 million opening weekend take of 2011's Justin Bieber: Never Say Never and 36 percent ahead of the $12.51 million start of 2009's Jonas Brothers: The 3D Concert Experience.

Due to their fan-driven nature, concert documentaries tend to be very front-loaded and One Direction: This Is Us clearly fit into that mold this weekend. After grossing $8.86 million on Friday (which included an estimated $2.7 million from late night Thursday shows), This Is Us fell a massive 54 percent on Saturday to take in $4.04 million and is estimated to increase slightly on Sunday to gross $4.1 million. That places the film's estimated three-day opening weekend to Friday ratio at 1.92 to 1.

This Is Us received a strong A rating on CinemaScore, which indicates that One Direction fans are liking the film in general, but that rating likely won't help the film's long-term prospects much given the extent of the film's early front-loading. The audience breakdown for One Direction: This Is Us skewed heavily towards female moviegoers (87 percent) and moviegoers under 17 (65 percent).

After topping the box office each of the past two weekends, Lee Daniels' The Butler fell one spot to take second place over the three-day frame with an estimated $14.74 million. The awards season hopeful from The Weinstein Company was down a slim 11 percent from last weekend, as the film benefited from continued strong word of mouth and from the Labor Day holiday this weekend. BoxOffice is currently projecting that The Butler will gross $20.0 million for the four-day weekend, which as mentioned, will place it in a tight race for first with One Direction: This Is Us over the four-day frame. With a strong $74.01 million 17-day total through Sunday, The Butler is currently running 7 percent ahead of the $69.01 million 17-day take of 42 earlier this year.

Warner's We're the Millers also continued to hold up nicely this weekend. The break-out comedy starring Jennifer Aniston and Jason Sudeikis was down one spot and only 3 percent from last weekend to place in third with an estimated $12.61 million. In the process, We're the Millers surpassed the $100 million domestic mark this weekend (on Friday, the film's 24th day of release). The 26-day total for We're the Millers stands at an impressive $109.56 million. BoxOffice is estimating that We're the Millers will take in $16.2 million for the four-day weekend.

In a major surprise, Lionsgate's Instructions Not Included delivered the weekend's second largest debut with a fifth pace estimated three-day start of $7.5 million. The Eugenio Derbez comedy vehicle from Pantelion Films earned a tremendous three-day per-location average of $21,614 from a modest 347 locations. Instructions Not Included registered the largest opening weekend ever for a Pantelion Films release, as it easily topped the $2.29 million debut of last year's Casa de mi Padre; and furthermore, is already the highest grossing film ever for Pantelion. Lionsgate's four-day estimate for the film is $9.3 million. Instructions Not Included received an A+ rating on CinemaScore and boasts an estimated opening weekend to Friday ratio of 3.90 to 1; both of which are strong early signs for the film going forward.

Warner's Getaway opened below its already modest expectations with a ninth place estimated three-day start of $4.51 million. The action crime film starring Ethan Hawke and Selena Gomez averaged a very soft $2,115 from 2,130 locations. The opening weekend take of Getaway came in below the $4.86 million grossed by Spring Breakers during its first weekend of wide release (in 1,104 locations) earlier this year. BoxOffice is projecting a $5.6 million four-day start for Getaway. The film received a lackluster C+ rating on CinemaScore.

In moderate release, Focus' Closed Circuit and The Weinstein Company's The Grandmaster took in similar three-day grosses of $2.54 million and $2.45 million. While neither film made much noise this weekend, both films were able to claim higher per-location averages for the weekend than Getaway did. Box Office is currently projecting respective four-day takes of $3.25 million for Closed Circuit and $3.05 million for The Grandmaster.

In other box office news this weekend, Paramount's World War Z surpassed the $200 million domestic milestone, while Warner's Pacific Rim passed by the $100 million domestic mark.

Tags: The Grandmaster, Closed Circuit, Getaway, Instructions Not Included, We're the Millers, Lee Daniels' The Butler, One Direction: This Is Us

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