On Friday it looked like Ridley Scott’s Prometheus might have a chance to top Dreamworks' Madagascar 3 in spite of being "R" rated and showing in fewer theaters, but Scott’s outer space saga received only a middling "B" CinemaScore from audiences and dropped 22% from Friday to Saturday, while the kid focused Madagascar added 8% and took the box office crown with an estimated 3-day total of $60.3 million.
But Prometheus ended up with a $50 million total, which was well above analyst’s predictions, which were in the $30-$45 million range. Together these two newcomers put Hollywood’s summer season back on track as they powered the box office to a 32% gain over the same weekend in 2011 when Super 8 opened with $35.4 million.
But Prometheus ended up with a $50 million total, which was well above analyst’s predictions, which were in the $30-$45 million range. Together these two newcomers put Hollywood’s summer season back on track as they powered the box office to a 32% gain over the same weekend in 2011 when Super 8 opened with $35.4 million.
| Weekend Box Office (Studio Estimates): June 8 - 10, 2012 | ||||||
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| Film | Weekend Gross | Screens | Avg./ Screen | Total Gross | Wk# |
| 1 | Madagascar 3: Europe's Most Wanted | $60,350,000 | 4,258 | $14,173 | $60,350,000 | 1 |
| 2 | Prometheus | $50,000,000 | 3,396 | $14,723 | $50,000,000 | 1 |
| 3 | Snow White and the Huntsman | $23,021,000 | 3,777 | $6,095 | $98,500,000 | 2 |
| 4 | MIB 3 | $13,500,000 | 3,792 | $3,560 | $135,505,000 | 3 |
| 5 | The Avengers | $10,809,000 | 3,129 | $3,454 | $571,860,000 | 6 |
| 6 | The Best Exotic Marigold Hotel | $3,235,000 | 1,298 | $2,492 | $31,009,000 | 6 |
| 7 | What to Expect When You're Expecting | $2,710,000 | 2,087 | $1,299 | $35,745,000 | 4 |
| 8 | Battleship | $2,286,000 | 1,954 | $1,170 | $59,830,000 | 4 |
| 9 | The Dictator | $2,150,000 | 1,651 | $1,302 | $55,189,000 | 4 |
| 10 | Moonrise Kingdom | $1,579,000 | 96 | $16,448 | $3,750,000 | 3 |
Feasting on the pent-up demand for family film fare, Madagascar 3 also grossed $75.5 million overseas for a worldwide total of $135.5 million. Madagascar 3 attracted an audience that was 56% female and 54% under the age of 25, and they loved the movie giving it a solid "A" CinemaScore. Madagascar 3 will have the youth audience largely to itself until Pixar’s Brave opens on June 22nd.
Prometheus showed every evidence of the "hardcore fan effect"” as it posted the tenth best opening day ever for an "R" rated movie and then dropped 22% from Friday to Sunday. A strong marketing campaign brought those with a keen interest in the film out on Friday. As might be expected for an "R" movie, the audience for Prometheus was older, with 64% over 25 and 57% male. Prometheus, which was in 864 fewer theaters than Madagascar 3, had the highest per-venue average of any widely released film with a solid $14,723.
Ridley Scott’s Alien prequel earned an additional $39.2 million from 50 overseas markets, which brings its overseas cumulative to $91.5 million and its global total to $141.5 million. Fox says that Prometheus cost just $125 million, so the sci-fi tentpole has a solid chance to finish in the black, though it will likely need to pass $100 million domestically to do so.
Last week’s winner Snow White and the Huntsman fell nearly 60% in its second frame but still finished in third place with an estimated $23 million, which brings its ten-day domestic total to $98.5 million. Sony’s Men in Black 3 slipped 52% in its third weekend as it earned $13.5 million and brought its North American total to $135 million. But U.S. grosses account for just 27.8% of the film’s worldwide total of $487.6 million, which means that Men Black 3 is now definitely in the black financially.
Joss Whedon’s The Avengers slipped to #5 in its sixth weekend as it dropped 47.2% and earned an estimated $10.8 million, which brings its mammoth domestic total to $571.86 million. That accounts for just 41% of the film’s massive $1.396 billion global take, which is still third best all time (not adjusted for inflation).
Universal’s Battleship sank to number eight on the chart as it earned just $2.3 million, which brings its total to $59.8 million. As was admitted last week by Comcast, Battleship is a John Carter-like bomb with Universal's losses well over $100 million. Another likely money loser Warner Bros.’ Dark Shadows slipped out of the top ten as it earned $1.3 million bringing its domestic total to $73.7 million. Tim Burton’s horror comedy has done better overseas where it has earned $130 million, but will still finish its theatrical run in the red.
The big box office feat this weekend was accomplished by Lionsgate’s franchise-establishing Hunger Games movie, which crossed the $400 million mark domestically, a feat that in an ordinary year would have given it a good chance at the "highest-grossing film of the year" title.
Be sure and stop back next week to see whether Madagascar can repeat as box office champion or if the 80s big hair rock musical Rock of Ages starring Tom Cruise can ride a wave of fevered shoulder-pad wearing 1980s nostalgia to a box office crown, or if the pairing of Adam Sandler and Andy Samberg in That’s My Boy will strike box office gold.
