erik lundegaard

Box Office: 'Fifty Shades' Goes Down

Fifty Shades of Grey

Three new movies opened this weekend, grossing $11 million (“McFarland, USA”ónice '70s-era title), $11 million (“The DUFF”), and $5.8 million (“Hot Tub Time Machine 2”). The less said about this last the better, other than the usual “ad wizards” talk. Was any sequel less wanted? Clamored for nowhere?

As a result, the top three spots remained unchanged: 1) “Fifty Shades of Grey” with $23 (down 72.7%), 2) “Kingsman” at $17 (down 51%) and 3) “SpongeBob” at $15 (down 50%).

That 72.7% second-weekend drop for “Fifty Shades,” btw, is the 39th-biggest drop ever. If you discount movies that opened in fewer than 2,000 theaters, it's the 11th-biggest drop ever. For movies in more than 3,000 theaters? Tied for second worst. Only the 2009 “Friday the 13th” remake dropped faster (80.4%). The aptly named “Doom,” from 2005, dropped at the same rate as “Fifty Shades,” and it had†the aptly named “Rock” to accompany its fall. Apparently we're done with Mr. Grey now. It was all over so fast, wasn't it?

Among the Oscar nominees, “American Sniper” grossed another $9.6 for a $319 domestic gross and a $406 worldwide gross, while “The Imitation Game” pulled in $2.5 for $83 domestic gross and $160 worldwide. More on Oscar box office in a moment.†

As for what should win the box-office headline sweepstakes this weekend?

  • “Fifty Shades” Goes Down
  • “Fifty Shades” Drops To Its Knees
  • “Fifty Shades” Shoots Wad
  • You Won't See Mr. Grey Now

You have my pick.†

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Posted at 09:39 AM on Sun. Feb 22, 2015 in category Movies - Box Office  

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