While the summer films don’t really begin in earnest for another couple of weeks, things have been going pretty well recently, at least when it comes to the international market. This weekend saw the domestic release of Rio and while it didn’t do as well as expected, bringing in just $40 million, the film has brought in $169 million in international markets prior to coming to the US. Strong word of mouth, a non-US location for much of it and a spot on marketing campaign that hit numerous partners and ideas made it a pervasive, but not offensive push. I’d seen a lot of people saying that they expected Scream 4 to take the weekend, but that just shows they weren’t looking at the international market or looking at the fact that it’s spring vacation and lots of kids are about with parents looking for things to do with them. Scream 4 did alright overall, bringing in just under $20 million, but it definitely fell short of expectations and is likely to slip further as time goes on as it’s not expected to have legs. Especially in the next two weeks where various vacations are in effect and films like Rio and Hop will do pretty well, as will the very, very successful financially Soul Surfer. Hop made it in for another $11 million this weekend with its standard 2D approach which means it had less revenue from ticket prices but Soul Surfer added another $7.5 million, bringing it to $20 million on a $10 million dollar budget. The domestic take has essentially brought it to breaking even and profitable with the marketing campaign and it will do pretty well this week as well, in addition to international markets.
The rest of the list is pretty dismal, for better or worse. Arthur didn’t have anywhere to go but down while Hanna is still adding more to its coffers with about a thousand fewer screens and some solid word of mouth. Your Highness dropped even further, adding only another $4 million for its second week, making it quite the disappointment. It likely won’t make most of its money back but I suspect it’ll find a good following on home video and through premium channels for awhile.
| Weekend Box Office (Studio Estimates): April 15 – 17, 2011 | ||||||
| Film | Weekend Gross | Screens | Avg./ Screen | Total Gross | Wk# | |
| 1 | Rio | $40,000,000 | 3,826 | $10,455 | $40,000,000 | 1 |
| 2 | Scream 4 | $19,279,000 | 3,305 | $5,833 | $19,279,000 | 1 |
| 3 | Hop | $11,167,000 | 3,608 | $3,095 | $82,609,000 | 3 |
| 4 | Soul Surfer | $7,400,000 | 2,214 | $3,342 | $19,997,000 | 2 |
| 5 | Hanna | $7,327,000 | 2,545 | $2,879 | $23,327,000 | 2 |
| 6 | Arthur | $6,940,000 | 3,276 | $2,118 | $22,348,000 | 2 |
| 7 | Insidious | $6,857,000 | 2,233 | $3,071 | $35,983,000 | 3 |
| 8 | Source Code | $6,300,000 | 2,557 | $2,464 | $36,990,000 | 3 |
| 9 | The Conspirator | $3,924,000 | 707 | $5,550 | $3,924,000 | 1 |
| 10 | Your Highness | $3,895,000 | 2,772 | $1,405 | $15,952,000 | 2 |
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