SUNDAY 3 AM, 8TH UPDATE: Disney/Marvel Iron Man 3
kicked off the North American summer movie season in 4,253 theaters
with $68.3M Friday and a very good -6% hold for $64M Saturday. With a
-20% Sunday, that’s a $171M-$175M domestic weekend which puts it on a
path to the #2 biggest Friday-Saturday-Sunday opening ever (now occupied
by Harry Potter And The Deathly Hallows Part 2 with $169.2M). But it’s behind #1 The Avengers and its $207.4M. Audiences gave Iron Man 3
a coveted ’A’ CinemaScore so word of mouth should stay strong.
Its international cume to date was $388.3M Friday for a global box
office of $520.6M which will be updated today. Internationally, the
10-day run of the Robert Downey Jr-starring/Shane Black-directed
actioner has passed the total international box office of Captain America ($192M), Iron Man ($267M), Thor ($268M) and Iron Man 2
($312M). Overseas it will be playing in 54 territories by the end of
the weekend after beginning its international rollout on April 24,
debuting #1 in every territory and setting the biggest opening weekend
of all time in Latin America and Asia Pacific and the biggest opening of
2013 in Europe. The worldwide cume expected through Sunday is
$650M. Here ar the new Iron Man 3 cumulative results going into
Saturday: China $40.0M, Korea $31.8M, United Kingdom $30.2M, Mexico
$29.5M, France $24.8M, Australia $23.8M, Brazil $22.9M, Italy $15.4M,
Taiwan $12.6M, Russia $12.5M, Japan $12.3M, Philippines
$10.9M, India $9.2M, Malaysia $9.0M, Hong Kong $8.9M, Indonesia
$8.7M, Spain $7.7M, other markets $78.1M.
FRIDAY 11 PM, 6TH UPDATE: More refined numbers from my sources for Disney/Marvel Iron Man 3 are $65M-$70M for Friday and $165M-$170M (up to $175M) for the weekend.
FRIDAY 2 PM, 5TH UPDATE: My sources say today’s Disney/Marvel Iron Man 3
North American grosses are looking very good but not record breaking.
Based on matinee trends, they are predicting an opening of $63M-$71M for
Friday (including preview shows), which should amount to $174M for the
first domestic weekend.
FRIDAY 9:30 AM, 4TH UPDATE: The Summer 2013 movie season officially opened today with a much-anticipated tentpole from Disney and Marvel. The North American theater count for Iron Man 3
is a whopping 4,253 venues. But there were fewer theaters for its
late-night run, which started at 9 PM Thursday and continued through
well after Friday midnight and made a non-record $15.6M. Hard to talk
about midnight comps because the sneaky studios keep starting their
weekend previews earlier and earlier and then fold in those
Thursday/Friday totals to pad first-day numbers. But for your reference,
The Avengers did $18.7M and Warner Bros’ Harry Potter And The Deathly Hallows Part 2 did $43.5M. Iron Man 3
now has a global box office total of $361M, setting opening-day records
in Russia and Ukraine. Internationally, the film already has passed the
total international box office of Captain America ($192M), Iron Man ($267M), Thor ($268M) and Iron Man 2 ($312M). Even rival studios tell me that Iron Man 3 this weekend is “looking more like Avengers, which opened at $207M, than Iron Man 2, which opened at $128M. Avengers
helped them get much more of the family audience. This should continue
that trend.” So the expectations are for $165M-$180M in North America
through Sunday for the Robert Downey Jr-starring/Shane Black-directed
actioner. With the second overseas weekend of Avengers making $156.1M. it’s very possible that Iron Man 3 could come up with a worldwide total of $650M through Sunday.
For big online ticketsellers, Fandango says Iron Man 3 was
comprising 86% of weekly sales, and MovieTickets 91%. To date, close to
750 screenings worldwide ticketed by MovieTickets have sold out for this
upcoming weekend. In the U.S., Iron Man 3 is currently Fandango’s top advance ticket-seller of the year, and its advance sales are outperforming Iron Man 2 at the same point in that film’s sales cycle. According to a Fandango survey of more than 1,000 Iron Man 3 ticket-buyers, 88% said The Avengers influenced their decision to see Iron Man 3. MovieTickets conducted a summer movie season poll with 10,000 participants and Iron Man 3 was the most anticipated sequel.
This is the second Marvel Studios film to be marketed and distributed
by Walt Disney Studios. After the acquisition of Marvel, Disney also
bought back worldwide rights for Marvel’s The Avengers and Iron Man 3, which were the last two pictures remaining under Marvel’s previous distribution agreement with Paramount. The 30-second Iron Man 3 in-game Super Bowl spot was the #1 highest ranked movie ad. Trailers ran for 6 months on films including Skyfall, Silver Linings Playbook, Oz The Great And Powerful, G.I. Joe: Retaliation and Oblivion. Iron Man 3 received
the highest volume of social media buzz among films at Comic-Con with a
strong presence including a cast-and-filmmaker panel in Hall H, where
they shared exclusive footage from the film. The digital marketing
campaign included heavy promotion such as homepage takeovers
on Moviefone, Fandango, Google, YouTube as well as social networking
sites. Disney synergy included a themed monorail at Disney World and an
exhibit at Disneyland showcasing the full-scale Iron Man 3 Hall of Armor along with the interactive “Become Iron Man” experience that’s also been featured in the UK and Hong Kong.
Iron Man 3 is reporting a huge international number playing in
52 territories as of today and 54 by the end of the weekend. The film
began its international rollout on April 24, opening #1 in every
territory and setting the biggest opening weekend of all time in Latin
America and Asia Pacific and the biggest opening of 2013 in Europe. Then
this week the film benefitted from the important May Day holiday in the
international marketplace, breaking records in China Thursday of
$21.5M. In the People’s Republic Of China, the official number which
local distributor DMG Entertainment is reporting for Iron Man 3
midnight and opening-day results (as of closing day May 2)
is $18,657,142 USD (SARFT/CFG, or 117,540,000 RMB). But this number
wasn’t final as there were still outstanding cinemas which had not
reported their box office earnings. So the estimated final opening-day
box office is actually $21.5M. Special scenes were reserved for Chinese
distribution by the film’s co-producers, Disney-owned Marvel
Entertainment and Beijing-based DMG Entertainment. Those special scenes
reserved for Chinese audiences were not well received. For instance,
Chinese product placement included the energy milk drink Gu Li Duo on
sale for $1 a carton across convenience stores as well as a new
character named Dr Wu played by mainland actor Wang Xueqi. All the four
minutes of additional sequences revolve around Chinese characters
including scenes of hero Tony Stark being treated by a Chinese doctor in
a mix of surgery and acupuncture.
Key China milestones include the biggest midnight screening (over
13,400,000 RMB), the biggest number of midnight screenings (over 2,500),
the biggest number of opening-day screenings (over 33,000), the biggest
number of opening day screens (over 6,000). Iron Man 3 also
shattered IMAX one-day records in China where pic grossed an incredible
$1.834Ml on 101 screens, besting the previous IMAX record (Titanic 3D) by 30%. The film also opens today in Russia and other CIS territories.
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