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Feb 1st
09:39 pm
TAM's Friday Box Office  
From The Wrap:
Kevin Hart and Ice Cube’s “Ride Along” is heading for a box-office three-peat, after holding off a challenge from the R-rated bro-mantic comedy “That Awkward Moment” on Friday.

Universal’s buddy cop comedy brought in nearly $4 million Friday and is on track for a $12 million third week, which should be good enough for No. 1 on what’s shaping up as a very slow Super Bowl weekend at the box office.

“That Awkward Moment,” which features young stars Zac Efron, Miles Teller and Michael B. Jordan, was in that same range with a $3.9 million opening day and should wind up at around $10 million for the three days. That’s in line with distributor Focus Features’ projections but a little under where analysts had “Awkward Moment,” the first release from Focus since it absorbed FilmDistrict last fall.

So, I'm not actually sure it will get to $10 million.

Looking closely at the percentage drops between Saturday and Sunday for other Super Bowl weekends, most movies outside of kid flicks fell 65-75%. The one shining ray of hope in the sea of data is When in Rome which opened on SB weekend, was a rom com, and only fell about 45%. Twitter seems relatively quiet today though so I'm not sure there will be an increase on Saturday's returns.

If there is no increase and no decrease from Friday to Saturday and the film drops 65% on Sunday, it will end up around $9.1 million or if it only drops 50% on Sunday, it will end up about $9.75.

If it gets a 20% bump on Saturday, it can make it to $10 million even with a 65% Sunday drop (but not 75%). On the other hand, if the film actually drops on Saturday as well as on Sunday (which tends to happen with star-driven movies), then there is a chance it might not even make $9 million.

Anyway. It's a lot of math, but $10 million seems a stretch, but fingers crossed. Reaching the teens would've been best-case scenario but let's not forget this was an R-rated bro rom com with mediocre reviews dropped on Super Bowl weekend. Marketing was tough with the demographic challenges and they were surely on a tight budget. Compare this marketing push to what they did for CStC and you can see how efficient they were, including maximizing their social network engagement. So, while $9-10 million isn't a great number, I'm not too disappointed or surprised. Now I'm just looking forward to a new project and Neighbors being awesome.
 
 
Mood: sicksick
15 15 comments Comment
 
 
kleth on February 2nd, 2014 08:19 pm (UTC)
Yeah, I was hoping that on a very slow weekend, TAM might have squeaked in at Number One. It was the only new release offering laughs and studly young stars, so there was a chance. It's kind of sad to be beaten out by left-over movies from previous weeks.
kleth on February 2nd, 2014 08:41 pm (UTC)
By the way, in the movie Zac's character draws a three-panel cartoon for someone. Do you suppose that Zac actually did the drawing?
hunny miss (aka lets fead him to the gators)ehs_wildcats on February 4th, 2014 04:54 am (UTC)
no he did not. can't find it now but there was a tweet during filming by some artist who mentioned something about doing the art.
Beejeezbee on February 3rd, 2014 03:42 pm (UTC)
The actuals are in - $8.7m.

It's exactly what we've been talking about the last few weeks and expecting.

Tracking just didn't feel right; and neither did the multiplier based on Friday's number.
kleth on February 3rd, 2014 09:36 pm (UTC)
And I don't expect it will earn a lot of overseas money.

But it's not the worst. Here are the total theater grosses from some other Zac pics:

Parkland $653,651 257
The Paperboy $693,286 76
Me and Orson Welles $1,190,003 134
At Any Price $380,594 81

Of course, the problem is distribution. The last column counts the actual number of theaters where each movie was screened. TAM played in 2,800 theaters.
Bee: Zac - Rolling Stone Close-upjeezbee on February 4th, 2014 05:10 am (UTC)
You can't compare commercial wide releases with his indies. They weren't made to appeal to mainstream.

Distribution plays into it obviously but commercial appeal is more important.
annabelle83 on February 4th, 2014 12:17 am (UTC)
It's totally hurt by its R rating. According to Deadline, TAM was tracking the highest for 12 to 16-year old female demographic, who can't see the movie.

I think Zac chose an R-rated bro comedy in order to expand his audience. But TAM only reaffirms that he has very little audience outside young women. It's a huge dilemma. If he wants to do grow as an actor, he can't keep doing chick flicks for his female audience. But when he does something for male audience, they refuses to see it.

He shouldn't do a leading role for now because seeing him in the lead make people think the movie is only for teen girls. I think the best career path for him is doing a cameo or a supporting role for a superhero flick. I'm not sure if the chance would come though. He had an opportunity to do KickAss but he blew it. That kind of good luck doesn't come often.
Miranda gives everyone a chancemirandagirll on February 4th, 2014 01:21 am (UTC)
He had an opportunity to do KickAss but he blew it.

I would not consider this a loss at all.
annabelle83 on February 4th, 2014 01:32 am (UTC)
I personally didn't like the movie and it wasn't that successful a movie, but it would've been great if he was in a (small) comic book movie. I think it was a huge loss for Zac especially after seeing how Aaron Johnson and Evan Peters are now doing Avengers and X-Men. Zac was originally offered Chris Mintz Plasse's role(the role was created with Zac in mind) and I thought Chris was a total miscast. Zac could've used that opportunity really well to turn his career in other direction at that time.

But what's happened happened. I hope he gets another chance to do a comic book movie.
hunny miss (aka lets fead him to the gators)ehs_wildcats on February 4th, 2014 04:46 am (UTC)
FWIW, Aaron Johnson did not get the Avengers just because he was in Kick Ass. Evan Peters, I don't even remember his character in Kick Ass. The point would be stronger if it was Chris who ended up on Avengers or X-Men. Even if Zac had done Kick Ass, he would still have some of the same credibility problems.

Bottomline is, imo, Zac had to age. He wasn't going to attain or maintain Brad Pitt level famous at 21. It just doesn't usually happen for male actors that way, especially when they come from a Disney musical. Plus it really is very normal that careers go up and down in Hollywood. I mean look at Matt McConaughey, nobody a few years ago would've said he'd be where he is now (in terms of critical success). If Zac is talented and hard working, and I ofc think Zac is, he will get there. I guess I should add that I do think he has chosen some not-so-great projects but sometimes you just don't know.
kleth on February 4th, 2014 06:39 pm (UTC)
"it would've been great if he was in a (small) comic book movie."

I agree with your general thinking, but I don't believe a small role in a big movie, or any role in a small movie, would really make any difference in his public image.

Bottom line, our esteemed host here has it right:

"Bottomline is, imo, Zac had to age."

Zac is just getting to the sweet spot in the kind of male roles he can play. If he can keep his career going to age 30, he can start to be cast in parts for Real Men.
Bee: Zac - Interview Mag w/ woman coloredjeezbee on February 4th, 2014 05:21 am (UTC)
But TAM only reaffirms that he has very little audience outside young women.

I would look at this differently. He can't get people into the theater with a movie they are not interested in because it doesn't look good, except hardcore fans who will watch everything with him - no matter how bad.

When he does something commercial and appealing, then others are interested too. I obviously agree with the idea that he should stop doing pure chick flicks for a while but I don't think the male audience rejects him when the movie doesn't look like crap and his character is believable.

Perfect example: Neighbors. People are interested - guys included. The problem is that Zac hasn't made a commercial wide-released movie for almost 5 years which is not a sappy and (going by critics) bad romance. How should anyone outside of that specific and limited target audience warm up to him then? (And TAM was never working for guys, no matter what they were trying to sell).

I'm not against supporting roles but the issue is not him doing leads. It's picking appealing non-female centric movies. And, well, better movies. Every movie is a lottery, even good scripts can become bad movies. But if you start with a weak premise/script, it's not going to become a good movie.
kleth on February 4th, 2014 06:32 pm (UTC)
"Perfect example: Neighbors. People are interested - guys included."

I have great hopes. This could be the most influential movie of his career (since HSM). He gets to play a kind of bad guy, he isn't wooing any females, and he looks great. It's a studio project and will get wide release. I suspect that Universal will pound the crap out of advertising and promotion (yay, more Zac for us!). It would be nice if it won opening weekend, but I suppose something else will open at the same time and roll over it. Oh well.
Aliciapop86 on February 4th, 2014 09:03 pm (UTC)
Captain America: Winter Solider opens April 4 and Amazing Spiderman 2 opens May 2.
kleth on February 5th, 2014 09:30 pm (UTC)
I'm not worried about a big movie opening a month ahead of Neighbors, but a big hit opening a week earlier could be a problem - as, for example, Ride Along rolling over TAM last weekend.

Movies remain mysteries. Ride Along could have opened as just another pedestrian movie, done a little business, and faded fast. On the other hand, TAM could have struck a cord and opened at $20 million.

Zac is a lucky guy, but his luck in projects seems to have been confined to casting in HSM, then Hairspray (he was rejected at the first audition), and 17 Again. Since then, he has had some interesting projects but nothing that makes major studios say, "we gotta sign this guy!"