Box Office Wrapup: "Mission: Impossible III" Big, But Not Huge at #1
Tom Cruise climbed into his usual number one spot at the box office with his heavily-hyped spy sequel Mission: Impossible III, however ticket sales fell below most industry expectations as the debut was not spectacular.
The weekend's other new releases, the horror flick An American Haunting and the kid drama Hoot, both generated lukewarm openings. But thanks to a weak early May in 2005, the overall marketplace still beat out last year for the seventh consecutive frame.
Paramount claimed the top spot with MI3 which invaded a staggering 4,054 theaters collecting an estimated $48M in ticket sales over the Friday-to-Sunday period. The third installment in the decade-old franchise averaged a potent $11,846 per venue. But Tom Cruise's box office muscles were expected to lift the tally much higher given all the factors that were working in the $150M film's favor. The newest Mission pic obviously had plenty of starpower but with its early May bow, it had virtually no competition in the multiplexes to deal with. Plus the studio's marketing hype was deafening, the pic opened in the second highest number of theaters in history for a live-action film (behind Spider-Man 2's 4,152), and even the reviews were mostly favorable. That was a welcome bonus as critics are rarely kind to big-budget action sequels.
According to studio research, MI3 connected with the same audience that the previous two did. Men made up 56% of the crowd and 64% were age 25 or older. Joining Cruise in the PG-13 film's cast were Ving Rhames, Jonathan Rhys Meyers, Keri Russell, and recent Oscar winner Philip Seymour Hoffman.
Openings for other high-profile action films debuting on the first weekend of May include $68.1M for 2001's The Mummy Returns, $85.6M for 2003's X2: X-Men United, and $51.7M for 2004's Van Helsing. MI3 didn't even reach the level of Van Helsing. In fact, its opening gross was even weaker than that of Mission: Impossible 2 which launched over Memorial Day weekend six years ago with $57.8M over three days, $70.8M over four days, and $91.8M over its six-day Wednesday-to-Monday span. Even with higher ticket prices, a Friday bow, and hundreds of more theaters, MI3 still failed to reach the heights of MI2. Adjusting for inflation, MI3's opening was the weakest among the Ethan Hunt flicks. The first Mission bowed to $74.9M over its six-day holiday frame in May 1996 including $45.4M over the Friday-to-Sunday span.
Instead, the new J.J. Abrams-directed IMF saga opened in the same neighborhood as other recent star-driven spy films like last summer's Mr. & Mrs. Smith ($50.3M), 2004's The Bourne Supremacy ($52.5M), and 2002's James Bond film Die Another Day ($47.1M). Although opening near the $50M mark over three days is an impressive feat, Cruise's new film was backed by one of the most expensive marketing campaigns in recent memory. The highly-paid star/producer attended premieres all around the world, popped up on major talk shows and magazine covers, and press coverage, not surprisingly, was non-stop.
Industry watchers must now wonder - was there too much marketing? Were audiences sick and tired of hearing and seeing Tom Cruise everywhere? Did they really want to spend money seeing even more of him? Media-saavy moviegoers voted with their dollars and those who seemed to have had enough chose to stay away. The MI3 hype machine brought back memories of Sony's Charlie's Angels: Full Throttle from three years ago. That action sequel also arrived in theaters on a disturbingly loud wave of promotion revolving around its flamboyant stars and Demi Moore's relationship with Ashton Kutcher which was constantly covered on the airwaves. Despite the pricey marketing investment, Throttle debuted weaker than expected with $37.6M and crumbled 63% in its sophomore frame.
Charlie's Angels: Full Throttle
Paramount was pleased with the international results for Mission: Impossible III as the actioner took in an estimated $70M over the weekend opening in almost all major markets around the world except for Japan. The spy sequel blanketed the globe with roughly 9,500 theaters in 55 markets putting its worldwide opening weekend tally at $118M. The ratio between sales outside and within North America remained the same as with previous Mission pics. The 1996 original grossed 61% of its $465M global tally overseas while MI2 took in 60% of its $538M internationally. This weekend, 60% of MI3's dollars came from abroad.
With no major competition for the family audience, the Robin Williams comedy RV enjoyed the smallest decline in the top ten easing just 32% to an estimated $11.1M. The Sony release dropped one notch following its top spot bow and has grossed a solid $31M to date. In just ten days, RV has already become the second biggest live-action grosser for Williams in the past seven years after the $67.4M of 2002's Insomnia. Look for the $50M road trip flick to end its journey in the neighborhood of $60M.
R.V.
Opening in third place was the supernatural thriller An American Haunting which scared up an estimated $6.4M in ticket sales in its first three days. The PG-13 film averaged a decent $3,825 from 1,668 theaters. Reviews were mostly negative for the Donald Sutherland-Sissy Spacek starrer about a possessed young woman in the 1800s. Distributor Freestyle Releasing's weekend estimate included an unusually low Saturday-to-Sunday decline of less than 5%. Final grosses released on Monday could see the figure come down.
"An American Haunting," "Stick It," and "United 93"
The gymnastics comedy Stick It tumbled 49% in its second weekend to an estimated $5.5M giving Buena Vista $18M in ten days. Look for the teen pic to reach $27-29M which is commendable for its genre. After a solid takeoff last weekend, the 9/11 hijack thriller United 93 declined a substantial 55% in its sophomore frame and grossed an estimated $5.2M. After ten days, Universal's $15M pic has collected $20.1M and should find its way to roughly $30M domestically.
Fox's Ice Age: The Meltdown dropped 45% to an estimated $4M in its sixth frame to boost its cume to $183.3M. Crumbling 58% in its third spook was Sony's fright flick Silent Hill which grossed an estimated $3.9M lifting the cume to $40.8M.
"Ice Age: The Meltdown," "Silent Hill," and "Scary Movie 4"
The spoof sequel Scary Movie 4 fell 52% to an estimated $3.8M and brought its total to $83.7M. The Starbucks-promoted kid drama Akeelah and the Bee enjoyed a respectable second weekend hold dropping 43% to an estimated $3.4M. After ten days, the Lionsgate release has still only grossed $10.7M and seems likely to finish close to $20M.
Opening to dismal results with an estimated $3.4M from 3,018 theaters was the kid drama Hoot from New Line. The PG-rated story of a group of boys who set out to save endangered owls averaged a pitiful $1,127 per location. Fans of the best-selling book apparently avoided the film adaptation and critics for the most part were unimpressed.
"Akeelah and the Bee," "Hoot," and "The Promise"
A handful of films opened in limited release to mixed results. Warner Independent debuted the Chinese epic The Promise in 213 theaters but grossed only $271,000 according to estimates for a poor $1,272 average. The Golden Globe-nominated adventure was China's official submission to this year's Oscars and is reportedly that country's most expensive film ever made. U.S. critics were not very pleased.
Sony Classics bowed its indie comedy Art School Confidential which grossed an estimated $142,000 from a dozen sites in New York and Los Angeles averaging a strong $11,833 per site. The Terry Zwigoff-directed film expands to nearly 800 theaters in most major markets on Friday. ThinkFilm debuted its Edward Norton starrer Down in the Valley to an estimated $26,000 from three New York houses for a solid $8,770 average. The film widens to three more cities on Friday before gradually expanding throughout May.
"Art School Confidential"
Among holdovers, Fox Searchlight expanded its widow drama Water from five to 36 theaters and grossed an estimated $188,000 for a $5,222 average. The ten-day total stands at $270,000 and this Friday the Deepa Mehta film will widen to about 60 sites. The distributor's indie sensation Thank You for Smoking collected an estimated $1.1M, off 40%, for a $20M cume.
Three April releases were pushed out of the top ten this weekend. The Michael Douglas political thriller The Sentinel took a big hit from MI3 and crashed 62% to an estimated $3M putting its 17-day cume at $30.9M. Fox should find its way to about $36M. Disney's underperforming toon The Wild slumped 46% to an estimated $2.6M. With only $32M in the bank, the animated film looks to conclude with $36-38M. Sony, on the other hand, has generated solid numbers for its sports comedy The Benchwarmers which grossed an estimated $2M this weekend. Down 54%, the Rob Schneider-David Spade film has taken in $55.6M thus far and is set to end with just under $60M.
The top ten films grossed an estimated $94.7M which was up a healthy 24% from last year when Kingdom of Heaven opened at number one with $19.6M; but off 4% from 2004 when Van Helsing debuted in the top spot with $51.7M.
Author: Gitesh Pandya, BoxOfficeGuru.com
The weekend's other new releases, the horror flick An American Haunting and the kid drama Hoot, both generated lukewarm openings. But thanks to a weak early May in 2005, the overall marketplace still beat out last year for the seventh consecutive frame.
Paramount claimed the top spot with MI3 which invaded a staggering 4,054 theaters collecting an estimated $48M in ticket sales over the Friday-to-Sunday period. The third installment in the decade-old franchise averaged a potent $11,846 per venue. But Tom Cruise's box office muscles were expected to lift the tally much higher given all the factors that were working in the $150M film's favor. The newest Mission pic obviously had plenty of starpower but with its early May bow, it had virtually no competition in the multiplexes to deal with. Plus the studio's marketing hype was deafening, the pic opened in the second highest number of theaters in history for a live-action film (behind Spider-Man 2's 4,152), and even the reviews were mostly favorable. That was a welcome bonus as critics are rarely kind to big-budget action sequels.
According to studio research, MI3 connected with the same audience that the previous two did. Men made up 56% of the crowd and 64% were age 25 or older. Joining Cruise in the PG-13 film's cast were Ving Rhames, Jonathan Rhys Meyers, Keri Russell, and recent Oscar winner Philip Seymour Hoffman.
Openings for other high-profile action films debuting on the first weekend of May include $68.1M for 2001's The Mummy Returns, $85.6M for 2003's X2: X-Men United, and $51.7M for 2004's Van Helsing. MI3 didn't even reach the level of Van Helsing. In fact, its opening gross was even weaker than that of Mission: Impossible 2 which launched over Memorial Day weekend six years ago with $57.8M over three days, $70.8M over four days, and $91.8M over its six-day Wednesday-to-Monday span. Even with higher ticket prices, a Friday bow, and hundreds of more theaters, MI3 still failed to reach the heights of MI2. Adjusting for inflation, MI3's opening was the weakest among the Ethan Hunt flicks. The first Mission bowed to $74.9M over its six-day holiday frame in May 1996 including $45.4M over the Friday-to-Sunday span.
Instead, the new J.J. Abrams-directed IMF saga opened in the same neighborhood as other recent star-driven spy films like last summer's Mr. & Mrs. Smith ($50.3M), 2004's The Bourne Supremacy ($52.5M), and 2002's James Bond film Die Another Day ($47.1M). Although opening near the $50M mark over three days is an impressive feat, Cruise's new film was backed by one of the most expensive marketing campaigns in recent memory. The highly-paid star/producer attended premieres all around the world, popped up on major talk shows and magazine covers, and press coverage, not surprisingly, was non-stop.
Industry watchers must now wonder - was there too much marketing? Were audiences sick and tired of hearing and seeing Tom Cruise everywhere? Did they really want to spend money seeing even more of him? Media-saavy moviegoers voted with their dollars and those who seemed to have had enough chose to stay away. The MI3 hype machine brought back memories of Sony's Charlie's Angels: Full Throttle from three years ago. That action sequel also arrived in theaters on a disturbingly loud wave of promotion revolving around its flamboyant stars and Demi Moore's relationship with Ashton Kutcher which was constantly covered on the airwaves. Despite the pricey marketing investment, Throttle debuted weaker than expected with $37.6M and crumbled 63% in its sophomore frame.
Charlie's Angels: Full Throttle
Paramount was pleased with the international results for Mission: Impossible III as the actioner took in an estimated $70M over the weekend opening in almost all major markets around the world except for Japan. The spy sequel blanketed the globe with roughly 9,500 theaters in 55 markets putting its worldwide opening weekend tally at $118M. The ratio between sales outside and within North America remained the same as with previous Mission pics. The 1996 original grossed 61% of its $465M global tally overseas while MI2 took in 60% of its $538M internationally. This weekend, 60% of MI3's dollars came from abroad.
With no major competition for the family audience, the Robin Williams comedy RV enjoyed the smallest decline in the top ten easing just 32% to an estimated $11.1M. The Sony release dropped one notch following its top spot bow and has grossed a solid $31M to date. In just ten days, RV has already become the second biggest live-action grosser for Williams in the past seven years after the $67.4M of 2002's Insomnia. Look for the $50M road trip flick to end its journey in the neighborhood of $60M.
R.V.
Opening in third place was the supernatural thriller An American Haunting which scared up an estimated $6.4M in ticket sales in its first three days. The PG-13 film averaged a decent $3,825 from 1,668 theaters. Reviews were mostly negative for the Donald Sutherland-Sissy Spacek starrer about a possessed young woman in the 1800s. Distributor Freestyle Releasing's weekend estimate included an unusually low Saturday-to-Sunday decline of less than 5%. Final grosses released on Monday could see the figure come down.
"An American Haunting," "Stick It," and "United 93"
The gymnastics comedy Stick It tumbled 49% in its second weekend to an estimated $5.5M giving Buena Vista $18M in ten days. Look for the teen pic to reach $27-29M which is commendable for its genre. After a solid takeoff last weekend, the 9/11 hijack thriller United 93 declined a substantial 55% in its sophomore frame and grossed an estimated $5.2M. After ten days, Universal's $15M pic has collected $20.1M and should find its way to roughly $30M domestically.
Fox's Ice Age: The Meltdown dropped 45% to an estimated $4M in its sixth frame to boost its cume to $183.3M. Crumbling 58% in its third spook was Sony's fright flick Silent Hill which grossed an estimated $3.9M lifting the cume to $40.8M.
"Ice Age: The Meltdown," "Silent Hill," and "Scary Movie 4"
The spoof sequel Scary Movie 4 fell 52% to an estimated $3.8M and brought its total to $83.7M. The Starbucks-promoted kid drama Akeelah and the Bee enjoyed a respectable second weekend hold dropping 43% to an estimated $3.4M. After ten days, the Lionsgate release has still only grossed $10.7M and seems likely to finish close to $20M.
Opening to dismal results with an estimated $3.4M from 3,018 theaters was the kid drama Hoot from New Line. The PG-rated story of a group of boys who set out to save endangered owls averaged a pitiful $1,127 per location. Fans of the best-selling book apparently avoided the film adaptation and critics for the most part were unimpressed.
"Akeelah and the Bee," "Hoot," and "The Promise"
A handful of films opened in limited release to mixed results. Warner Independent debuted the Chinese epic The Promise in 213 theaters but grossed only $271,000 according to estimates for a poor $1,272 average. The Golden Globe-nominated adventure was China's official submission to this year's Oscars and is reportedly that country's most expensive film ever made. U.S. critics were not very pleased.
Sony Classics bowed its indie comedy Art School Confidential which grossed an estimated $142,000 from a dozen sites in New York and Los Angeles averaging a strong $11,833 per site. The Terry Zwigoff-directed film expands to nearly 800 theaters in most major markets on Friday. ThinkFilm debuted its Edward Norton starrer Down in the Valley to an estimated $26,000 from three New York houses for a solid $8,770 average. The film widens to three more cities on Friday before gradually expanding throughout May.
"Art School Confidential"
Among holdovers, Fox Searchlight expanded its widow drama Water from five to 36 theaters and grossed an estimated $188,000 for a $5,222 average. The ten-day total stands at $270,000 and this Friday the Deepa Mehta film will widen to about 60 sites. The distributor's indie sensation Thank You for Smoking collected an estimated $1.1M, off 40%, for a $20M cume.
Three April releases were pushed out of the top ten this weekend. The Michael Douglas political thriller The Sentinel took a big hit from MI3 and crashed 62% to an estimated $3M putting its 17-day cume at $30.9M. Fox should find its way to about $36M. Disney's underperforming toon The Wild slumped 46% to an estimated $2.6M. With only $32M in the bank, the animated film looks to conclude with $36-38M. Sony, on the other hand, has generated solid numbers for its sports comedy The Benchwarmers which grossed an estimated $2M this weekend. Down 54%, the Rob Schneider-David Spade film has taken in $55.6M thus far and is set to end with just under $60M.
The top ten films grossed an estimated $94.7M which was up a healthy 24% from last year when Kingdom of Heaven opened at number one with $19.6M; but off 4% from 2004 when Van Helsing debuted in the top spot with $51.7M.
Author: Gitesh Pandya, BoxOfficeGuru.com
Related Items
(1-20 of 29 posts) | Reply
 on May 07 2006 04:19 PM i think the world is on Tom Cruise overload. between his relationship with Katies Holmes, his new kid with her, the whole Scientology thing, battling Brooke Shields, his couch-jumping... UGH! ENOUGH! (Reply to this) |
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on May 07 2006 06:37 PM I agree... but the movie was still really really good. (Reply to this) |
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on May 07 2006 08:17 PM [b]the movie still made good money[/b] Screw high expectations, $48 million dollars for MI3 in the weekend is still good(in fact 2nd highest opening of this year so far). I'll admit it, I expected more in this weekend(about 50-60 mil), but the opening is still solid, a way better opening than Kingdom of Heaven($19 mil) last year. The movie was great-lots of action and lots of fun, the Universal City theater in hollwood was packed so that showed that a lot of people wanted to watch the movie. Also, MI3 is the best reviewed movie of the franchise so far so that's a good sign for strong legs in the box office. (Reply to this) |
 on May 07 2006 09:48 PM In reply to this comment (#835281) It was good fun and was far better than the second, but it does look like Tom Cruise's antics are finally starting to catch up at the box office. Every major star has to decline at some point (remember when Kevin Costner was the biggest name in Hollywood?) and it looks like Cruise may have helped expedite his own fall. Don't get me wrong though, I love Tom Cruise's movies and I hope I'm wrong I just think a lot of people are tired of hearing about all these bizarre things he does. BTW I liked seeing JJ Abrams give longtime Alias costar Greg Grunberg a cameo in MI3, I think it's good to see that Arbams remembers the people who helped to get him where he is today. Here's hoping he has a long successful career directing movies. (Reply to this) |
 on May 07 2006 11:35 PM In reply to this comment (#835284) Again, $48M is still good, just not spectacular :) Kevin Costner was never the consistent draw that Cruise was/is. In fact, no one in Hollywood is. Not counting his few indie films, the guy has the longest streak of $100M grossers in Hollywood. (Reply to this) |
 on May 08 2006 12:22 AM Just my opinion, obviously, but I feel that Tom's overexposure is hurting his movies. I saw MI:3 and I just couldn't take the guy seriously. I kept hoping he would try to dance. :) (Reply to this) |
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on May 08 2006 12:30 AM okay okay, i think we're all missing the important thing here. Tom Cruise is short. There, someone had to say it. (Reply to this) |
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on May 08 2006 12:49 AM In reply to this comment (#835287) Entertainment Weekly did a special feature on how tall some of the more popular celebs are and had him listed as 6'1" :) When I saw that, I knew that entire feature was complete bull. (Reply to this) |
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on May 08 2006 04:02 AM Well out of everyone I knew that saw it only 2 of them liked it. I doubt I'm gonna see it till it's avilable on netflix. But I think it got such a huge opening weekend because it's freaken Mission Impossible, however I'm guessing that next weekend it won't do half of what it made this one. (Reply to this) |
 on May 08 2006 06:46 AM This could have something to do with the fact that the Mission Impossible fan base and Tom Cruises fan base is getting older and as we all know the older an audience the longer they wait to see a movie. I want to see what this movie does next weekend then I'll make a judgement. (Reply to this) |
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on May 08 2006 07:28 AM i love how lots of websites talk about movies that grab the #1 spot, yet talk as if they bombed... (Reply to this) |
 on May 08 2006 07:59 AM First off, MI3 was a great movie. Good plot, good action, good chemistry, and good directing. JJ is friends with Alias star Greg Grunberg. They were/are shooting a movie together for tv. Second, $48 million is good, just not good for a $150 million budget. Third, I agree that it has legs. With the only real competitor this coming weekend being Poseidon, I think MI3 has a good chance at holding number one. Poseidon overload will be its downfall. They just made that tv movie a few months ago. Did people watch it? Are people going to watch this new theatrical version? I think it will be the biggest flop of the season. Mission: Impossible 3 will get to $150 million, just not as fast as they wanted it to get there. I still think that MI4 is not out of the question, but they can't wait 6 years to make it. They also need to tie Tom up so he doesn't do anything stupid to hurt it. For those that watch Alias, did anyone feel dissappointed with the change in country sequence? I was hoping to see the City name, and then it come at the screen like in Alias. I also thought that the score was very Alias-ish. Same guy did it though, so I guess that is to be expectd. The call signs used by the team in the field were the same, Outrigger & Pheonix. Lastly, Marshall should have been in there instead of Shaun of the Dead. (Reply to this) |
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on May 08 2006 08:11 AM I'd like to welcome BoxOfficeGuru's Gitesh Pandya to the RT Newsday page. I used to do the Monday morning box office reports, and this is a BIG improvement over my rambly little reports. (Reply to this) |
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on May 08 2006 08:15 AM In reply to this comment (#835287) Hey, Tom Cruise is the same height as me (5'8"). I know because I stood next to him when he was working on Days of Thunder, back before he went crazy. My point is, he's not short, because I'm not short :-) (Reply to this) |
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on May 08 2006 09:24 AM It was still good fun though, lots of great action. (Reply to this) |
 on May 08 2006 09:57 AM [b]CARTMAN 1, TOM CRUISE 0![/b] $48 million in 4,054 theaters would be impressive for an Indie release, but not for a $150 million dollar Tom Cruise movie. Say what you want, but this is a ‘HUGE’ blow to his ego and career. Considering its competition in the coming weeks, Mission Impossible III will be go down as this summer's first box office dud. Chaulk this one up to Trey Parker and Matt Stone; "Don't Screw With Cartman!" (Reply to this) |
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on May 08 2006 10:28 AM I dunno man this movie blew me away, it was literally a thrill ride beginning to end, it was like a roller coaster ride, I know thats an overused cliche but trust me this movie delivered! I watch movies a lot almost 1 every weekend, and the last time I was this thrilled was at Speed with Keanu Reeves, so I think that is saying a lot becuase Speed was huge!!! it just baffles me how we are not able to separate the real world and the movie world, yes Tom is crazy in the real world, but as Ethan Hunt he kicks azz like no other. (Reply to this) |
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on May 08 2006 10:56 AM [b]it sucked[/b] it was boring took too long to get into the movie. i love charcter development in movies, but they didn't need to try for the whole emotional impact thing with the characters. all that talk about the effing "rabbit's foot" and you never find out what it is or why the terrorists want it. at least with m:i 2, you knew what chimera was. oh and the ending was too anticlimatic and upbeat. so go ahead tell me how i'm wrong and all that, just getting it off my chest. oh and Mission impossible 2 was way way, WAY better than this one (Reply to this) |
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on May 08 2006 11:12 AM In reply to this comment (#835298) haha so um how much did sony (RV movie) pay you to post that comment? Cuz you seem like a company plant, it really didn't seem like you even watched the movie. Oh and I think it was a neat idea to not say what the Rabbits foot was, it reminded me of Pulp Fiction and the box, keeps the audience thinking and guessing. (Reply to this) |
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on May 08 2006 11:36 AM In reply to this comment (#835299) [b]har har har[/b] lets see, i saw the movie opening night, hated it, posted my opinion on here. oh and unlike this movie, pulp fiction was actually smart and intelligent and the briefcase in that movie wasn't the main central plot of the movie, the rabbit's foot basically was. (Reply to this) |
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