DOMESTIC BOX OFFICE ANALYSIS OF THE WEEKEND OF NOV. 3 – NOV. 5
After an October full of bombs (Blade Runner 2049, The Snowman, Suburbicon, Geostorm) and disappointments (Jigsaw) in North America, the box-office is back in full swing with Marvel’s “Thor: Ragnarok”, scored an amazing $122.7M opening, blowing out of the water both previous Thor movies.
The success can be attributed to several factors. This film is coming off of an excellent year for Disney/Marvel after Guardians of the Galaxy Vol. 2 and Spider-Man Homecoming, both critical darlings and big openers; that certainly helped building momentum for the MCU overall. It also had the benefit of including fan-favorite Hulk, adapting arguably his most famous storyline from the comics with “Planet Hulk”, and the addition of Oscar-winner Cate Blanchett as the villainous Hela didn’t hurt either. This movie began its marketing campaign with a bang, premiering its first teaser trailer to massive online chatter for the zany tone it had, and the reveal of Hulk. That trailer amassed more than 120 million views in its first 24 hours, which is still a record for the Mouse House.
The marketing sold a different, fun ride with hilarious trademark jokes from director Taika Waititi. Most of the actors were very active on social media, with several posts going viral and interviews gaining millions of views. It also certainly helped that, as previously mentioned, October was disastrous, and audiences were probably thirsty for a good movie to come out. Kevin Feige, the mastermind behind the MCU, can add this as yet another huge success for the franchise he helped create. It scored an “A” CinemaScore with audiences, which probably means it will have strong legs, at least until Justice League comes out.
Coming in at second place is A Bad Moms Christmas, with $16.7M for the weekend and $21.2M for five days (it opened on a Wednesday). These numbers are much lower than what relative new distributor STX Entertainment had in mind for its sequel, since Bad Moms opened with $25M in summer last year and went on to gross more than $100M domestically. This film will be lucky if it cracks $60M, but there’s no reason to panic given its relatively low budget of $28M; it will probably still profit.
Opening in only 4 theatres in New York and Los Angeles, Greta Gerwig’s directorial debut Lady Bird had the year’s highest per-theater-average gross of 93K as it makes its way to Oscar gold.