Over the past couple of weeks, distributors and cinema owners have been quick to blame the sunshine for the depressed box office. But this column has always maintained that if there's a film audiences really want to see, they will forego the pleasures of a sunny afternoon or a warm summer evening for a couple of hours.
Fast & Furious 5
Production year: 2011
Country: USA
Cert (UK): 12A
Runtime: 130 mins
Directors: Justin Lin
Cast: Chris Ludacris Bridges, Dwayne Johnson, Jordana Brewster, Paul Walker, Tyrese Gibson, Vin DieselMore on this film
The latest film to storm the box office despite an unseasonally warm Easter is Fast & Furious 5. The latest entry in the popular cars-and-crime franchise took a stonking £5.33m including £1.32m in Thursday previews. Add in Easter Monday takings, and that figure rises to £6.37m over five days.
The figures are in line with the opening of fourth picture, Fast & Furious, over the Easter 2009 weekend. That took £4.93m over the Friday-Sunday period, and £6.01m including Easter Monday. At the time, no previous entry in the F&F franchise had debuted above £3m, the best result being 2 Fast 2 Furious' £2.75m including previews of £321,000, in June 2003. The original The Fast & the Furious was relatively lacklustre in the UK, since it had the misfortune to open in September 2001, three days after 9/11.
Given Russell Brand's popularity at home, the UK might have expected to prove a bright spot for the actor's remake of 1981 hit Arthur. Sadly, for distributor Warner Bros, that has not proved to be the case. A US debut of $12.2m indicated a UK opening around £1.2m, whereas in fact the comedy achieved £764,000 over Friday-Sunday, and just over £1m including Easter Monday takings. The contrasting results of Arthur and Fast & Furious 5 would seem to indicate that, while sunshine may prove a small handicap for a must-see title, sunny skies do deter audiences when their interest is moderate and non-urgent. The danger for Arthur is that its audience will soon face rival temptations: Thor is hardly direct competition, but its arrival on Wednesday may nevertheless push Arthur further down people's Want To See lists. In other words, your opening weekend is your best shot, and it only gets tougher going forward.
Beastly, starring Alex Pettyfer and Vanessa Hudgens, landed in fifth place with a mediocre £553,000, and £655,000 including Easter Monday. On closer examination, it's much worse than that, with a hefty £268,000 coming from previews, meaning that the film in fact earned just £285,000 from the three-day weekend period, ie ninth place. Red Riding Hood, another example of Hollywood's current vogue for fairytale reinvention, debuted with a much stronger £842,000 the previous weekend. The industry is rife with rumours that Pettyfer has already developed major movie-star attitude – a status that, as far as box office is concerned, he has yet to earn.
Two new 3D documentaries both landed in the top 15. Isle of Man motorbike flick TT3D: Closer to the Edge, bravely going up against the scripted testosterone thrills of Fast & Furious, opened with £313,000 from 79 screens, boosted by extensive previews totaling £182,000. Thanks to those previews, it achieved the second highest screen average of any film on release, £3,962, behind Fast & Furious, of course. The third highest site average belonged to fellow 3D documentary Pina, about the Pina Bausch dance troupe, which debuted with £72,000 from 19 screens, including modest previews of £10,000. The films could hardly be more different in subject matter. Following the success of Werner Herzog's cave painting doc, Cave of Forgotten Dreams (£500,000 to date), it's clear that audiences of many different stripes have an appetite for non-fiction in 3D.
TT3D's opening number is the biggest for a documentary since Justin Bieber's Never Say Never in February. Leaving aside concert films, it's ahead of the debuts of strong performers such as Waltz With Bashir (£113,000), Man On Wire (£99,000) and Touching the Void (£115,000), but behind the bar-setting opening of Fahrenheit 9/11 (£1.30m).
Now that the Easter holiday is over, the industry is carrying out a postmortem on the family-film offer. It was, in a word, disappointing. Despite its status as top title, biggest letdown is surely Twentieth Century Fox's Rio, with £8.33m so far (after 18 days), and just £1.23m over the four-day Easter weekend. OK, it's not quite over yet for the picture, but when you compare with the recent Tangled (£20.33m), Despicable Me (£20.04m) and Gnomeo & Juliet (£15.51m), it's a serious under-performance. The result is even more troubling when contrasted with the top performers in the Ice Age franchise, from the same director and animation studio. Ice Age 3: Dawn of the Dinosaurs maxed out at £35m, while second entry The Meltdown managed just shy of £30m. The original Ice Age grossed just over £15m.
Also failing to set tells ringing is Hop, from Universal's Illumination Entertainment, which got off to a flying start with Despicable Me. Hop's £6.12m to date is a big step down from that earlier picture. Hop's mix of animation and live action makes Alvin & the Chipmunks a fairer comparison, but the last one of those exceeded £23m.
Then there's Disney's Winnie the Pooh, with £402,000 so far, and Mars Needs Mums, with £268,000. Regarding the latter calamity, kindest thing to say is: look away, people, look away, nothing to see here.
Every holdover title on our chart fell by at least 40%, but the wooden spoon goes to James Franco medieval stoner-comedy Your Highness, which falls out of the top 10 after just one week, with a drop of 68%. With a screen average of just £504, the picture is likely to lose many of its sites and showtimes from Friday.
Following seven consecutive weekends when box office lagged the 2010 equivalent frames, in many cases by significant amounts, the good news is that, at last, weekend takings are up on 2010. Of course, the equivalent frame in 2010 did not benefit from the boost of Easter traffic, since the holiday that year fell 2-5 April. Exactly a year ago, cinemas were already suffering a post-Easter comedown, with new entrant Date Night leading a weak field. A week later, Iron Man 2 arrived to inject box-office Viagra, and cinemas will be hoping for a similar effect this weekend from Marvel adaptation Thor, which has already picked up a handy sum in Easter Monday previews, and has more preview slots on Wednesday and Thursday. Competing against Thor are horror flick Insidious, which has done well in the US, and indie comedy Cedar Rapids.
1. Fast & Furious 5: £5,332,096 from 437 sites (New)
2. Rio, £886,669 from 519 sites. Total: £8,017,662
3. Arthur, £764,468 from 434 sites (New)
4. Scream 4, £730,963 from 415 sites. Total: £4,046,069
5. Beastly, £553,069 from 250 sites (New)
6. Hop, £466,676 from 492 sites. Total: £5,940,142
7. Red Riding Hood, £345,421 from 404 sites. Total: £1,901,603
8. Source Code, £331,988 from 346 sites. Total: £5,276,549
9. TT3D, £312,998 from 79 sites (New)
10. Limitless, £282,879 from 309 sites. Total: £7,685,395
Dum Maaro Dum, 67 screens, £91,711
Pina, 19 screens, £71,809
Adèle Blanc-Sec, 28 screens, £29,869 + £10,546 previews
Ko, 15 screens, £27,103
Dharti, 8 screens, £13,420
How I Ended This Summer, 10 screens, £8,005 + £3,635 previews
Island, 1 screen, £2,253
Taxi zum Klo, 7 screens, £1,743
Sweetgrass, £263 + £765 previews
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