Universal’s opening of “Fifty Shades Freed” is dominating North American moviegoing this weekend with a solid $38.8 million at 3,678 locations as cinemas await the arrival of “Black Panther.”
Sony’s launch of family comedy “Peter Rabbit” wound up with a better-than-expected $25 million at 3,725 sites. Clint Eastwood’s thriller “The 15:17 to Paris” from Warner Bros. arrived above forecasts at $12.6 million at 3,042 venues for the weekend.
A pair of sturdy holiday season holdovers in their eighth weekends took fourth and fifth as Sony’s “Jumanji: Welcome to the Jungle” finished with about $9.8 million at 3,126 sites and Fox’s “The Greatest Showman” grossed $6.4 million at 2,373 screens. “Jumanji” declined only 10% from the previous weekend and will finish the weekend with $365.7 million in 54 days in 38th place on the all-time domestic grosser list, $3 million behind “Despicable Me 2.” “Showman” slid only 17% and has totaled $146.5 million.
The finale of the “Fifty Shades” trilogy — referred to in marketing materials as “the climax” — is also launching in 57 international markets this weekend with about $100 million, which brings the franchise total to about $1.09 billion.
The weekend saw a significant increase in moviegoing in the wake of a slow Super Bowl session with $138 million, up 46%, according to comScore. Overall business was off 27% from the same weekend a year ago, when “The Lego Batman Movie” led with $53 million.
Moviegoing will receive another major boost over the Presidents Day weekend with Disney-Marvel’s “Black Panther” opening Feb. 16 and forecasted to take in as much as $150 million during the Friday-Monday period. Overall year-to-date domestic business as of Sunday is $1.234 billion, down 1.8% from 2017.
“This weekend is merely the calm before the proverbial Marvel-powered storm as ‘Black Panther’ is poised to leap into theaters with potentially record-breaking results,” said Paul Dergarabedian, senior media analyst with comScore.
“Fifty Shades Freed” sees Jamie Dornan and Dakota Johnson return as Christian Grey and Anastasia Steele in the conclusion of the events set in motion in 2015’s “Fifty Shades of Grey” and 2017’s “Fifty Shades Darker.” Though the “Fifty Shades Freed” launch wound up above forecasts, it was not as strong as its predecessors. “Fifty Shades of Grey” opened with a sensational $85.2 million in 2015, and “Fifty Shades Darker” opened with $46.6 million on the same weekend last year.
“Fifty Shades Freed” generated a B+ CinemaScore with an audience that was 75% female with 55% under 30. “We were able to expand the audience beyond the core demographic, and it played well in all geographic areas,” said Jim Orr, Universal’s president of domestic distribution.
Orr credited the “exhaustive” marketing efforts and the chemistry between Dornan and Johnson for the continued strong performance of the franchise and noted that the studio expects strong playability in coming weeks. He also said there will be a significant bump in midweek performance with Valentines Day on Wednesday.
(Excerpt) Read More in: Variety