November 27, 2007

Box Office Update 11/21-11/25: Audiences are Enchanted by Enchanted

Disney's Enchanted easily won the holiday weekend with a five day take of more than $50 million, nearly double that of the number two film. It is a very good film that deserves the attention as it is much more than it appears. Enchanted is well on its way to becoming a big box office hit, and even at this early stage is garnering Oscar buzz surrounding Amy Adams performance in the lead role of Giselle, it will be interesting to see how far it goes. Regardless of the Oscar talk, the film has that something that brought families out to theaters. Those families will translate to strong word of mouth, which will translate to strong legs through the upcoming weeks leading to Christmas.

Four other movies made it to the top ten, contributing to the 50% turnover of the nation's top films. The first one, following Enchanted is This Christmas, a film I did not think would crack the top ten. I guess I was wrong! It surprised most analysts with its strong showing, decisively taking the second spot on the list with its gross of more than $27 million.

Next on the new movie hit list is the video game adaptation Hitman. I have a strong feeling this will disappear rather quickly. It is not a very good movie. It has some stylish action but the story is so paper thin as to nearly be non-existent. The Xavier Gens directed action flick placed fourth place with a solid $21 million.

Slipping down to seventh you will find the musical drama August Rush. Here is a movie that deserves to do better. It is a wonderful fairy tale brought to life that may be dripping with sentimentality, but has so much infectious heart that you cannot help but feel for the main characters and the journey they have taken.

Right behind that, in eigth place, is the latest Stephen King adaptation, The Mist. I had thought this would have performed better than it did. Perhaps if it had opened in mid-October, during the build up to Halloween, it would have started out stronger. It is a creepy, apocalyptic, and dreadfully bleak, yet classy horror film adapted and directed by Frank Darabont. If you like horror, this is well worth your time.

Most of the returning films fared well over the holiday span, in particular No Country for Old Men which expanded to 860 locations and took a bump upwards of 250%. The only returning film to have taken a real dip is Beowulf, and it was only 15% off from last week. Next week will be a little more telling when we go back into non-holiday time.

Next week will only see one new film enter the fray. That film is Awake starring Hayden Christensen, Jessica Alba, Terrence Howard, and Lena Olin. However, following that, December is pretty well stacked with high profile releases that will increase the level of competition the further into the month you go.

Five movies dropped off the top ten this week: Mr. Magorium's Wonder Emporium (11), Dan in Real Life (12), Lions for Lambs (13), Love in the Time of Cholera (14), and Saw IV (20).

At the time of this writing actual figures were not available, these are the 5-day estimates:
This WeekLast WeekTitleWknd GrossOverallWeek in release
2NThis Christmas$27,100,000$27,100,0003
52Bee Movie$15,988,000$112,069,0001
64Fred Claus$15,135,000$53,070,0004
7NAugust Rush$13,330,000$13,330,0002
8NThe Mist$13,012,000$13,012,0002
93American Gangster$12,713,000$115,774,0004
107No Country for Old Men$11,012,000$16,640,0001

Box Office Predictions Recap
Well, no one took me up on the home game idea, so I have no prediction amounts but it wouldn't have mattered. I was able to get a couple of the positions correct, but wildly overestimated The Mist and The Game Plan, which I thought had one weekend left in it. On the other side of the coin, I wildly underrestimated This Christmas, which I did not think would crack the top ten, and ended up finishing number 2. There's always next week.

Anyway, here is how I picked the field:

ActualPredictionTitleWknd GrossPrediction
83The Mist$13,012,000

Bee Movie

96American Gangster$12,713,000
77August Rush$13,330,000
68Fred Claus$15,135,000
109No Country for Old Men$11,012,000
2310The Game Plan$351,000


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