As the summer season winds down, it’s expected for movie ticket sales to slow down as well. However, this August has been even more precipitous for studios than usual, as audiences stayed far away from their local cineplex this past weekend.
On Saturday night, the boxing match between Conor McGregor and Floyd Mayweather was one of the biggest Pay-Per-View events of all-time, which surely detracted from sales. In fact, screenings of the multiplex even qualified the sporting event for the top ten spots at the box-office. However, it’s clear that the moviegoers are waiting to until the next blockbuster opens to trek back to the theaters.
For the second week in a row, The Hitman’s Bodyguard opened in first place. However, it’s far from an impressive feat with a paltry $10.2 million dollar weekend, which brings its domestic total to over $39 million dollars. The total gross of the top 12 movies was the lowest since September of 2001, when the nation experienced one of its biggest tragedies in history. There aren’t any major new releases scheduled for next weekend, so it’s possible that another record may be set. It seems that the big winner in all of this will be It, which opens in the second week of September and had one of the most viewed trailers of the year.
Second place belonged to Annabelle: Creation, which is the biggest winner of the month. In its third week of release, the David F. Sandberg film continued its impressive run and added another estimated $7.6 million dollars to its total. The $15 million dollar production has now grossed over $78 million dollars domestically and still has more gas left in the tank.
The new animated film Leap! was the biggest bust of the weekend, as the Weinstein Company film made an anemic $4.7 million dollars in its opening weekend. This movie joins a list of other animated bombs this year that due to poor quality or marketing, failed to find audiences in the theaters.
The Jeremy Renner and Elizabeth Olsen led, Wind River, benefited from the limited options over the past weekend. In its fourth week of limited release, the movie made an estimated $4.6 million dollars on a little over 2,000 screens. The low-budget feature could benefit from positive word of mouth and could maximize its earnings over the next two weeks.
Rounding out the top five is Logan Lucky. The caper film added an estimated $4.2 million dollars in its second week of release. We mentioned the lack of marketing last week and Bleeker Street Media has to be slapping their collective foreheads for not taking advantage of this dry spell. Particularly with a film ranking highly with both audiences and critics, while the movie has only recouped half of its production costs over the past two weeks.
Check out the full box-office break down for the weekend of August 25th-27th, 2017:
|TW||LW||Title (click to view)||Studio||Weekend Gross||% Change||Theater Count / Change||Average||Total Gross||Budget*||Week #|
|1||1||The Hitman’s Bodyguard||LG/S||$10,262,619||-52.0%||3,377||–||$3,039||$39,826,623||$30||2|
|2||2||Annabelle: Creation||WB (NL)||$7,681,158||-50.8%||3,565||+23||$2,155||$78,211,542||$15||3|
|8||N||Birth of the Dragon||BH Tilt||$2,702,430||–||1,618||–||$1,670||$2,702,430||–||1|
|9||N||Mayweather vs. McGregor||Fathom||$2,620,183||–||532||–||$4,925||$2,620,183||–||1|
|10||6||The Emoji Movie||Sony||$2,508,570||-43.5%||2,374||-417||$1,057||$76,590,041||$50||5|
Source: Box Office Mojo