'Divergent' Arrives with a Healthy $56.0M; 'Muppets Most Wanted' Not as Wanted with $16.5M

on March 23, 2014 by Daniel Garris
Print

Lionsgate's Divergent debuted comfortably in first place this weekend with an estimated $56.0 million. The highly anticipated young adult adaptation starring Shailene Woodley performed in line with its wide ranging expectations which fell anywhere from $50 million to $70 million heading into the weekend. Without adjusting for ticket price inflation, Divergent delivered the eighth largest debut ever for the month of March. The film generated the second largest opening weekend of 2014 thus far (behind only the $69.05 million start of The LEGO Movie). Divergent opened 20 percent below the $69.64 million start of 2008's Twilight and 107 percent above the $27.02 million debut of last year's Ender's Game. The film's very solid start this weekend is a good early sign for its two already announced sequels, Insurgent (set for March 20, 2015) and Allegiant (set for March 18, 2016).

While Divergent was helped by strong pre-sales driven by its built-in audience of fans, the film wasn't very front-loaded for a young adult adaptation. The film opened with $22.63 million on Friday (which included an estimated $4.9 million from late night showings on Thursday night), fell only 13 percent on Saturday to take in $19.75 million and is estimated to decline 31 percent on Sunday to take in $13.63 million. That places the film's estimated opening weekend to Friday ratio at 2.48 to 1. In comparison, 2012's The Hunger Games had a ratio of 2.27 to 1, while Twilight had a ratio of just 1.94 to 1.

The more back-loaded start of Divergent is a good early sign going forward and was due at least in part to the film's somewhat surprising four-quadrant appeal. The audience breakdown for the film skewed towards female moviegoers (59 percent) and was roughly evenly split between moviegoers over and under the age of 25. Divergent received a strong A rating on CinemaScore, which is also a good early sign going forward.

Divergent grossed $4.8 million from 348 IMAX locations this weekend. That represented 8.6 percent of the film's total grosses this weekend. Grosses from all large screen format locations (including IMAX) represented just over 16 percent of this weekend's total grosses.

Disney's Muppets Most Wanted debuted in a distant second place with an underwhelming estimated start of $16.51 million. The latest Muppets film opened below expectations and 43.5 percent below the $29.24 million opening weekend take of 2011's The Muppets (a figure which was deflated from that film opening on a Wednesday). Muppets Most Wanted was simply unable to create the same level of pre-release excitement that The Muppets did and was also hurt by arriving so soon after fellow family films The LEGO Movie and Mr. Peabody & Sherman. The four-quadrant appeal of Divergent also didn't help matters for Muppets Most Wanted this weekend.

Muppets Most Wanted opened with $4.66 million on Friday, increased 53 percent on Saturday to take in $7.15 million and is projected to fall 34 percent on Sunday to take in $4.71 million. That places the film's estimated opening weekend to Friday ratio at 3.54 to 1; a sure signal that the film is skewing heavily towards family audiences. The audience breakdown for the film skewed towards female moviegoers (54 percent) and moviegoers 25 years and younger (54 percent). Muppets Most Wanted received a respectable B+ rating on CinemaScore.

The weekend's other new major release, God's Not Dead, debuted surprisingly strong in fifth place with an estimated $8.56 million. The faith-based drama from Freestyle and Pure Flix averaged an impressive $10,979 for the frame from 780 locations. God's Not Dead delivered the largest opening weekend ever for Freestyle (the distributor's previous high-mark was the $5.78 million start of 2006's An American Haunting). Compared to other faith-based films, God's Not Dead opened 6 percent below the $9.11 million debut of 2011's Courageous and 25 percent ahead of the $6.84 million start of 2008's Fireproof.

Along with the recent stronger than expected start of Fox's Son of God, the strong start of God's Not Dead appears to be signaling a resurgence at the box office for faith-based films. That could be good news for Paramount's Noah (which opens this coming Friday) and Sony's Heaven Is For Real (which debuts on April 16). God's Not Dead grossed $2.82 million on Friday, increased 18 percent on Saturday to take in $3.32 million and is estimated to decline 27 percent on Sunday to take in $2.42 million. That places the film's estimated opening weekend to Friday ratio at 3.04 to 1.

Last weekend's top film, Mr. Peabody & Sherman, fell two spots and a significant 46 percent to place in third with an estimated $11.7 million. After a strong hold last weekend, the 3D computer animated film from Fox and DreamWorks Animation clearly took a hit from the arrival of both Divergent and Muppets Most Wanted in the marketplace this weekend. Mr. Peabody & Sherman is set to top the $80 million mark on Sunday and has grossed a respectable $81.00 million through 17 days of release. That places the film just behind the $81.50 million 17-day take of 2009's Cloudy with a Chance of Meatballs.

Warner's 300: Rise of an Empire and Disney's Need for Speed claimed fourth place and sixth place respectively with estimated takes of $8.67 million and $7.78 million. 300: Rise of an Empire was down 55 percent from last weekend, while Need for Speed slid 56 percent. As was the case with many of the major holdovers this weekend, both action films likely took an extra hit from the stronger than anticipated appeal of Divergent with male moviegoers. To date, 300: Rise of an Empire has grossed a healthy $93.75 million in 17 days, while Need for Speed has grossed a lackluster $30.40 million in ten days.

Meanwhile on the limited front, Fox Searchlight's The Grand Budapest Hotel remained impressive with an estimated seventh place take of $6.75 million from just 304 locations. That gave the much buzzed about Wes Anderson directed film a per-location average of $22,204 for the frame. With a 17-day take of $12.96 million, The Grand Budapest Hotel is running far ahead of the $3.73 million 2012's Moonrise Kingdom grossed in 17 days (though it should be noted that Moonrise Kingdom expanded much more slowly in comparison). Given its continued strength, The Grand Budapest Hotel is in great shape to continue to perform well as it expands into additional locations going forward.

Tags: The Grand Budapest Hotel, Need for Speed, 300: Rise of an Empire, Mr. Peabody & Sherman, God's Not Dead, Muppets Most Wanted, Divergent
Print

read all Daily analyses »


0 Comments

No comments were posted.

What do you think?