Box Office Analysis & Recap: 'Fifty Shades of Grey' Breaks Box Office record; 'Kingsman: The Secret Service' Overperforms
"Fifty Shades of Grey" crushed the Valentine's Day weekend box office, while "Kingsman: The Secret Service" performed better than expected.
"Fifty Shades of Grey" opened to $81.6 million in 3,646 theaters, scoring the fourth-highest rated R opening of all time. The film also scored the highest Valentine's Day opening beating out previous record-holder "Valentine's Day." The movie's box office was due in part to the original novel's popularity and Universal's strong marketing push. Reviews were mostly negative, but the steamy subject matter pulled in audiences. Since this weekend is also a four-day holiday weekend, the film is expected to make north of $90 million.
In second place, "Kingsman: The Secret Service" scored an impressive $35 million. The feature was expected to open with $25 million, but reviews and word-of-mouth helped. The movie was also an alternative for male audiences seeking to watch an action-packed feature. The debut is significant, given the R rating and the competition from "Fifty Shades of Grey." With strong reactions, the film should inch close to $40 million by the end of Presidents Day.
In third place, "The Spongebob Movie: Sponge Out of Water" added another $30.5 million. The film brought its total to $93 million and will likely become the first film of 2015 to reach the $100 million mark. The film's solid hold was due in part to the lack of family movies currently available and to the rave reviews the film scored last weekend. Additionally, the solid gross proves that the series and characters are still very popular even though the show peaked almost ten years ago.
In fourth place, "American Sniper" scored another $16.4 million and brought its gross to $304 million. The feature is now the third-highest grossing film of 2014 and is likely to end its run north of $330 million, making it the highest grossing film of last year.
"Jupiter Ascending" had yet another poor weekend as it was down 48 percent and added $9.4 million. To date the film has made $32 million and will likely end its disappointing run with $45 million.
"Seventh Son" also had a bad second weekend as it made $4.1 million. The $95 million budget production has only grossed $13 million and will likely close with $20 million.
The Weinstein Company continued to enjoy success with two films. In seventh place "Paddington" was down 20 percent and made $4.1 million. The film has now made $62 million and will likely hit the $70 million mark by the end of its run.
"The Imitation Game" made another $3.5 million and brought its gross to $79.6 million. The Oscar nominated feature is still on track to end its run with at least $90 million.
Other Oscar-nominated films continued to do solid business. Expanding into 502 theaters "Still Alice" made a solid $1.7 million. The Best Actress nominee has already grossed $4 million and will likely be an art house hit especially after Julianne Moore wins the Oscar in one week.
Best Picture nominee "Selma" added $1 million to its total and brought it domestic gross to $48 million.
"Birdman" added $870,000 to its total. To date, the Alejandro Gonzalez Inarritu film has made $36 million and could still reach the $40 million mark. "The Theory of Everything" made $796,000 and brought its total to $33 million. Both films will be released on DVD in the next week, and as a result, the theatrical run will have to compete with the DVD release.
Radius opened "The Last 5 Years" in five theaters, and the musical made $45,100 for a solid $15,033 per theater average. The feature is also on iTunes and on demand.
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