Box Office Returns:’ The Possession’ Puts The Horror back in the tops spot.
UPDATE – 7:16am PT: Well, The Avengers, and we have known this for some time, is your official summer blockbuster domestic and w0rld-wide champion. Just to quickly wrap up the summer, The Avengers made $618,215,00 million domestically, and $874 million foreign, for a grand total of $1,492,215,000 billion worldwide. Congratulations Marvel. The crazy thing, I only see two films on the horizon that will potentially pass this mark, The Avengers 2, and Avatar 2 — which has been pushed back to 2015.
The Possession walked the line on Saturday with 11% Friday-to-Saturday growth. The film opened with $6 million on Friday and grossed $6.8 million on Saturday. The Sam Raimi horror film is headed for a healthy 3-day of $18.8 million and a Labor Day 4-day of $22.8 million. Lionsgate has closed out the summer with mite. With The Possession performance this weekend and The Expendables 2, Lionsgate spent the last three weeks of the summer with the No. 1 movie in America.
Meanwhile, its’s tough sledding for John Hillcoat’s Lawless. The prohibition film is going to finish No. 2, but it achieves this with dreary numbers. The film pulled in a lousy $2.7 million on Friday, before picking up some steam on Saturday where it grossed $3.6 million. Still, the 3-day gross for the film that stars Shia Labeouf, Tom Hardy, Jessica Chastain, Gary Oldman, and Guy Pierce will finish below weak box office expectations at $9.6 million. The 4-day gross is projecting $12.3 million. This will be Shia Labeouf’s lowest grossing opening weekend in 7 years.
SATURDAY – 8am PT: The Box Office is playing out just like we thought it would. The Possession backed by the name Sam Raimi has taken the early lead and is clearly on its way to winning the weekend, and Lawless, is stuck in the mud with the huge marquee.
John Hillcoat’s Lawless came stumbling out of the gates on this labor day weekend, even with names like Tom Hardy. Shia LaBeouf, Guy Pearce, Gary Oldman, and Jessica Chastain. The film underperformed with a $2.8 million Friday.
There are a few reasons for this I think. One, the film is rated R, and so its hard for a key constituents of Shia Labeouf and frankly Tom Hardy’s, to get into the theater. Another problem, Hardy who is billed as one, isn’t a true leading man. Not one that puts asses in the seats anyway. The film has been strongest with young men 17-34 unsurprisingly. Meanwhile, its closest rival, is rated PG-13 and open to all.
The Possession, produced by the horror maestro Sam Raimi, will undoubtably open No. 1 with a solid showing birthed out of grass roots television marketing. The Jason Haxton “true story” about a man and his wine box possessed with a demon has been raising eyebrows since 2001 when he wrote about it in a tell all book. His story of The Possession has been well documented in several supernatural TV segments and SyFy Channel even made a documentary chronicling the story. Lionsgate would then produced their own documentary of the events that debuted it on the movie channel Epix.
It opened solid. The Possession almost doubled up its closest competition in Lawless, by bringing in $5.5 million. The film is on its way to an estimated 4-day holiday cumulation of $17.5 million. That number beats last years The Help, and The Debt, two films that were in theaters last Labor Day Weekend. The Help in its 4th week won the weekend with $14.5m and The Debt debuted with a $9.9 million Labor Day weekend.
The usual suspects rounded out the top five. The Expendables 2 took third and The Bourne Legacy took fourth, and could surpass the $100 million domestic mark this weekend. 2016 Obama’s America, as predicted is in a dead heat with ParaNorman — both films made an estimated $1.5 million on Friday.
1. The Possession (Ghost House/Lionsgate) NEW [2,816 Runs]
Friday $6.0M, Saturday $6.8M, 3-Day Weekend $18.8M
4-Day Holiday $22.8M
2. Lawless (Revolt/Yucaipa/Weinstein) Week 1 [2,888 Runs]
Friday $2.7M, Saturday $3.6M, 3-Day Weekend $9.6M
4-Day Holiday $12.3M, Cume $14.4M
3. The Expendables 2 (Millenium/Lionsgate) Week 3 [3,334 Runs]
Friday $2.4M (-39%), Saturday $3.4M, 3-Day Weekend $9.1M
4-Day Holiday $11.5M, Cume $68.9M
4. The Bourne Legacy (Universal) Week 4 [3,131 Runs]
Friday $1.8M, Saturday $2.8M, 3-Day Weekend $7.4M
4-Day Holiday $9.6M, Cume $98.6M
5. ParaNorman (Focus Features) Week 3 [3,085 Runs]
Friday $1.4M, Saturday $2.6M, 3-Day Weekend $6.6M
4-Day Holiday $9.0M, Cume $40.5M
6. The Dark Knight Rises (Legendary/WB) Week 7 [2,187 Runs]
Friday $1.4M, Saturday $2.3M, 3-Day Weekend $6.2M
4-Day Holiday $8.1M, Cume $433.4M
7. The Odd Life Of Timothy Green (Disney) Week 3 [2,635 Runs]
Friday $1.4M, Saturday $2.4M, 3-Day Weekend $6.0M
4-Day Holiday $8.3M, Cume $38.1M
8. The Campaign (Warner Bros) Week 4 [2,941 Runs]
Friday $1.3M, Saturday $2.2M, 3-Day Weekend $5.7M
4-Day Holiday $7.3M, Cume $74.8M
9. 2016 Obama’s America (Rocky Mountain Pics) Week 8 [1,750 Runs]
Friday $1.6M, Saturday $2.1M, 3-Day Weekend $5.7M
4-Day Holiday $7.2M, Cume $20.3M
10. Hope Springs (Columbia/Sony) Week 4 [2,441 Runs]
Friday $1.1M, Saturday $1.8M, 3-Day Weekend $4.7M
4-Day Holiday $6.1M, Cume $53.4M
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