James Bond rescues the box office

2015-11-09 07:15

Los Angeles — It took the combination of James Bond and Charlie Brown to save the box office after a disastrous few weekends of flops. Both Spectre and The Peanuts Movie reinvigorated moviegoers who turned out in droves to check out the new fare, including buzzy limited-release titles like Spotlight.

Spectre took an easy first-place spot with an estimated $73m, according to Rentrak estimates Sunday, to become the second-biggest Bond opening of all time. The 24th film in the 53-year-old series stars Daniel Craig as the dapper spy and cost a reported $250m to produce.
Domestically, Spectre failed to live up to the record-breaking standard set by Skyfall, which debuted to $88.4m in 2012 and went on to become the first film in the franchise to earn over $1bn worldwide.

"We never expected it to open to the level of Skyfall. It was a very different scenario. The competition was different, the weekend was different," said Rory Bruer, Sony's president of worldwide distribution. "One thing I am certain of is that the Bond franchise is as healthy and strong as ever."

Distributor Sony, who co-produced the film with Eon Productions and MGM, tried to manage expectations going into the weekend, predicting an opening in the $60m range.

"It's still a great number," said Paul Dergarabedian, Rentrak's senior media analyst. "For a franchise that's over 50 years old, it's really an astounding achievement."

"Spectre's worldwide take is a different story. The film opened No. 1 in all 71 territories and earned a total of $117.8m. It has earned a whopping $300m worldwide in less than two weeks and still has yet to open in a few major markets, including China.

Stateside, though, reviews have been mixed, and Spectre, unlike Skyfall, had competition in its first weekend in theaters with another beloved set of characters — Charlie Brown and Snoopy.

The Peanuts Movie provided a family-friendly alternative to James Bond's guns and martinis and took second place with a strong $45m. The film cost around $100m to make.

Audiences, 70% of whom were families, gave The Peanuts Movie a strong A CinemaScore, suggesting that word of mouth will be strong for the animated pic.

The cross-generational appeal was no accident for the Fox marketing team, who were looking to appeal to all ages.

Chris Aronson, Fox's president of domestic distribution, attributes the success to getting both parents and kids excited.

"We were everywhere," he noted of the campaign. "That's what we thought we had to do to get through the noise of Bond to connect with moviegoers from 8 to 80 which I think we really were successful in doing."

Holdovers The Martian, Goosebumps, and Bridge of Spies rounded out the top five, while new opener Miss You Already, staring Drew Barrymore and Toni Collette, opened in 384 theaters to only $572 160.

Three possible awards contenders also made their debut in limited release to mixed results — Spotlight, Brooklyn, and Trumbo.

Spotlight, director Tom McCarthy's film about the Boston Globe's Pulitzer Prize-winning investigation into the sex abuse scandal in the Catholic Church, was the strongest of the pack, opening to $302 276 from only five theaters.

Brooklyn, a 1950s-set immigrant story starring Saoirse Ronan, took in a respectable $181 000 from five theaters this weekend after opening Wednesday. Trumbo, starring Bryan Cranston, took in $77 229 from five theatres.

Overall, things are looking up at the box office. The final installment of The Hunger Games franchise opens in two weeks, and Star Wars: The Force Awakens bows in just over a month.

"We certainly needed this infusion of excitement into a marketplace that has been just lying there doing nothing almost for the past few weeks," Dergarabedian said. "This is good news for Hollywood to get things back on track."

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