Midweek grosses boost summer B.O.
Jump in Monday-to-Thursday tallies is potent
By PAMELA MCCLINTOCK
For decades, weekend grosses have fundamentally defined summer box office. But this year the studios are reaping a windfall from weekdays.
Revenues in June and July for Monday-Thursday playdates are up 7% from the same frame in summer 2008.
It may not be a dramatic jump, but it's a welcome gain at a time when other areas (even other entertainment sectors) are seeing drops.
Even tentpoles like the latest "Harry Potter" are seeing a bump in midweek grosses.
In a first for the franchise, July release
"Harry Potter and the Half-Blood Prince" made slightly more in weekday revenues ($143.5 million vs. $139.3 million). Two summers ago,
"Harry Potter and the Order of the Phoenix" grossed $138 million in midweek ticket sales, compared to $154 million over the weekends.
But the gains are most evident in two genres that traditionally benefit from midweek traffic at the multiplex: female-driven fare and family pics.
Disney's
"The Proposal," released July 19, has cumed $158 million domestically, one of the best grosses ever for a romantic comedy. Midweek grosses clocked in at $58.8 million, or 37% of the total.
That's in contrast to
20th Century Fox's "Bride Wars," which bowed in January. Midweek grosses accounted for just 21% of the pic's eventual $58.7 million domestic tally (or $12.6 million). While film companies are pleased at the results, they're not entirely surprised.
Moviegoing overall has been on the rise as people pare down travel/entertainment budgets during the recession. And during a period when kids are home from school and parents are taking vacation days from work, the price of a movie ticket is far cheaper than a journey to the theme park or sports stadium.
Outside of summer, weekday B.O. receipts generally make up 30% of the week's tally. This summer, they're 35%. "It boils down to this: There are simply more available bodies," says Warner Bros. prexy of domestic distribution
Dan Fellman. "Demos change in summer."
And those demos can help smaller movies.
On Aug. 14, Warners opened romantic drama "The Time Traveler's Wife" while Sony launched "District 9."
"Traveler" opened to a respectable three-day $19.2 million, compared to the $34.7 million for "District 9."
On Monday, Aug. 17, however, "Traveler" saw less of a decline from its weekend numbers than did "District 9." And on Tuesday, the romantic drama was up 6% vs. Monday while "District 9" was down 11%.
Disney is a master of midweek. Moms with kids trust the Disney brand and, during the summer months, they're looking for something to do.
Just one week after "Harry Potter and the Half-Blood Prince" opened, Disney bowed the toon
"G-Force" on July 24. The pic kept pace with "Half-Blood Prince" in weekday grosses.
Fox also reaped big from midweek with its family-friendly "Ice Age: Dawn of the Dinosaurs." The pic shared its July 4 launch with Paramount's "Transformers: Revenge of the Fallen."
In its first week,
"Dinosaurs" won the weekdays over
"Transformers."
"Dawn of the Dinosaurs" saw 45% of its overall domestic gross come from midweek revenues. In contrast, the previous edition of the franchise,
"Ice Age: The Meltdown," released in March of 2006, saw less than 23% of its cume from weekdays.
The two films ultimately grossed about the same domestically -- $191.3 million for "Dawn of the Dinosaurs" and $195.3 million for
"Meltdown" "Dawn of the Dinosaurs" has grossed north of $600 million internationally, making it the top title of the year. "Meltdown," by comparison, cumed $460 million at the foreign B.O.
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