The 73% decline of Universal’s 50 Shades of Grey was steep, even by the standards of this era of the ever-more-front-loaded blockbuster. It appears that most people who had read the book and were anxious to see the film did so last weekend, and the movie’s lackluster “C+” CinemaScore certainly did not help. Possibly the studio’s decision to “tone down” the book’s sex scenes backfired, since the hardcore fans were not all that pleased, and the film does not appear to have attracted mainstream audiences. Whatever the case, one shouldn’t shed any tears for Universal, since the $40 million production has already earned $130 million here in the States and $410 million worldwide.
The news on the domestic front was better for Matthew Vaughn’s Kingsman: The Secret Service, which is based on the comic book series written by Mark Millar. After a solid opening, the $81 million espionage comedy/drama, slipped just 52% as it added $17.5 million, bringing its domestic total to $67.1 million. With an overseas take of $86.4 million so far, Kingsman appears to be on its way to profitability (and a sequel).
The SpongeBob Movie: Sponge Out of Water suffered a similar modest decline as it earned $15.5 million in its third frame, bringing its North American total to $125.2 million. A sequel to this $74 million production is a near certainty.
The Disney sports drama, McFarland USA, which stars Kevin Costner as a coach who inspires a group of poor Hispanic kids to win a state Cross Country title, earned an estimated $11.3 million, which was good enough for fourth place. The $25 million sports saga was directed by Niki Caro and Disney mounted a significant TV ad campaign that targeted sports programs. Since its overseas prospects are limited due to its subject matter, McFarland USA will have to demonstrate some strong “legs” to reach profitability, but audiences gave the “feel-good” movie an “A” CinemaScore, and critics liked the film as well, giving it a 77% positive rating on Rotten Tomatoes, so there is some potential for a long run here.
The one new film that did perform above expectations was the teen comedy The Duff, which was made for $8 million, and grossed $11 million on its first weekend. Based on a novel by Kody Keplinger, the film’s title is actually an acronym for “designated ugly fat friend,” and the movie is basically an elaborate “makeover” saga, featuring a girl who learns by chance that she is the “duff” of two more popular and stylish girls. Like 50 Shades, The Duff targets females, albeit much younger ones. Opening weekend audiences for The Duff were 75% female with 68% under 25 and 48% under 18.
This weekend’s “bomb” was Hot Tub Time Machine 2, which was expected to open between $15 and $20 million, but which finished with just $5.8 million. Opening weekend audiences were old (76% over 25) and predominantly male (63%), and they gave the film a poor “C-“ CinemaScore, which should pretty much mark the end of this franchise. The good news for Paramount is that Hot Tub Time Machine 2 cost just $14 million, versus $36 million for the original HTTM, which earned over $70 million in 2010.
Clint Eastwood’s American Sniper added $9.7 million to its domestic total, which now equals $319.6 million. If the film does well at tonight’s Oscar ceremony, expect it to explode past Guardians of the Galaxy and The Hunger Games: Mockingjay, Part 1 to become the highest-grossing film released in 2014.
Be sure and check back here next week to see if the con artist drama Focus, starring Will Smith and Margot Robbie, or the reanimation horror thriller The Lazarus Effect can wrest the box office crown from the fast-fading 50 Shades.
--Tom Flinn