Universal reports that Fifty Shades of Grey easily retained first place on Friday with an estimated $8.0 million, down 74 percent from its massive opening day last week. With $114.9 million in the bank so far, the adaptation is pacing 10 percent ahead of the original Twilight and 51 percent ahead of Valentine's Day. BoxOffice projects a sophomore frame of $24.1 million, easily repeating atop the weekend box office.
Holding onto second place Friday was Fox's Kingsman: The Secret Service, off 49 percent from opening day to $5.3 million yesterday. The graphic novel pic has displayed healthy early legs thanks to positive word of mouth and, with $54.9 million totaled so far, leads Jumper by 26 percent and Kick-Ass by 95 percent through the same respective points in release. BoxOffice projects a solid $17.7 million second weekend.
Lionsgate and CBS Films report that The DUFF surprisingly led all newcomers on Friday with an estimated $4.27 million. The sleeper pic notably topped the $3.95 million opening day of last year's That Awkward Moment despite boasting less star power. The studios behind the teen-centric flick successfully generated positive word of mouth through social media outlets after pre-release screenings in select markets, often drawing comparison to the 2004 hit, Mean Girls. DUFF's 73 percent Rotten Tomatoes score and "A-" CinemaScore back that up even further. Some front-loading to Friday could be expected, so BoxOffice is conservatively projecting an $11.1 million opening weekend.
Paramount's The SpongeBob Movie: Sponge Out of Water added another $4.0 million yesterday, down just 38 percent from last Friday. The sequel has earned an impressive $113.7 million domestically thus far, and its legs continue to showcase strong word of mouth among families. BoxOffice projects the flick will move back into second place for the weekend with an $18.9 million third frame.
Disney's McFarland, USA bowed to $3.62 million yesterday, in line with last year's Draft Day ($3.56 million) and Million Dollar Arm ($3.47 million). The latest Kevin Costner sports drama is performing in line with expectations, and could see healthy legs to come with positive critics' reviews (78 percent) and early audience word of mouth (86 percent). BoxOffice projects a $10.4 million weekend.
American Sniper landed just outside the top five yesterday, easing 27 percent from last Friday to $2.72 million. The film has amassed $312.7 million to-date, and looks to bring in around $9.8 million for the weekend as a whole.
Meanwhile, Hot Tub Time Machine 2 was unable to capitalize on its predecessor's goodwill. The comedy sequel opened to $2.3 million on Friday, less than half of the original's $4.85 million first day five years ago. Unfortunately, reviews (14 percent) and early word of mouth (49 percent) don't suggest the sequel will achieve anywhere near the same cult-like hit status as the first film. BoxOffice projects a disappointing $6.3 million opening weekend for the $14 million-budgeted sequel.
Check BoxOffice on Sunday for official weekend estimates from the studios.