The Purge Kicks Fast 6 from Top
For the second week in a row, domestic audiences came out in better-than-expected numbers for an original film with no built-in audience as the thriller The Purge debuted at number one without A-list stars. The top five contained only one sequel — amazing for a summer weekend — with moviegoers spreading their dollars around as seven films grossed over $10M each last weekend.
Universal’s The Purge starring Ethan Hawke soared to a $34.1M opening weekend, more than 10 times its production budget. Produced for just $3M, the R-rated story tells of a time in the near future when American society has nearly eradicated all crime, but allows one day a year when anything goes with no criminal consequences. But Purge’s success was more a result of fantastic marketing than quality filmmaking. The studio’s slick trailer, aggressive promotional push and social media hype registered with young adults who drove opening day sales to a stellar $16.8M including $3.4M from Thursday night shows. But sales collapsed the second day of release as Saturday tumbled 38 percent to $10.5M and a 35 percent decline on Sunday to $6.8M.
Dropping to second place after two weeks at the top was the action sequel Fast & Furious 6 with $19.6M. Look for it to break franchise records for domestic, international and global grosses by next weekend on its way to a final worldwide haul north of $800M after July releases in China and Japan. Part 7 is slated for release next summer on July 11.
The surprise hit Now You See Me held up very well in its second weekend with $19M. The Lionsgate release is now on course to reach $100M or more domestically making for another original film with no built-in audience that is attracting large crowds against the mega-budgeted summer sequels.
Opening in fourth place with only moderate results was the Vince Vaughn-Owen Wilson comedy The Internship with $17.3M. It was the latest in a recent string of mainstream comedy releases from each actor that failed to draw big crowds like their earlier hits had. The Fox release about two middle-aged men who compete with college-age whiz kids for jobs at Google played evenly between men and women and skewed older with 61 percent of the crowd being over 25.
|This Week||Last Week||Movie||Weekend Gross||Cumulative Gross||Weeks|
|2||1||Fast & Furious 6||$19.6M||$202.8M||3|
|3||2||Now You See Me||$19.0M||$60.9M||2|
|6||4||Star Trek Into Darkness||$11.4||$199.9M||4|
|8||6||The Hangover Part III||$7.3M||$102.3M||3|
|9||7||Iron Man 3||$5.8M||$394.3M||6|
|10||8||The Great Gatsby||$4.2M||$136.2M||5|