Box Office News

'Wimpy Kid' is no Wimp at the Box Office

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Mar 27, 2011 | 7:46am EDT

094786H1.jpgProving that it's no wimp at the box office, Fox’s Diary of a Wimpy Kid: Rodrick Rules tops the weekend with an impressive $24.4 million.  Families and kids evidently want to follow the further expolits of Rodrick and Greg Heffley as they deal with various humiliations and occasional triumphs of adolescent life.  The original film in the franchise opened about just over ayear ago in second place (behind juggernaut Alice in Wonderland) with a solid $22.1 million and went on to earn $64 million domestically.  This installment clearly capitalize on the fact that it is the only live action family film in wide release in the marketplace and Fox backed it up with a terrific marketing campaign.

Sucker Punch from visionary director Zack Snyder who had success in bringing both his Spartan-epic 300 and the hyper-kinetic reality of Watchmen to the big screen lands in second with $19 million.  A marketing campaign that featured a trailer that highlighted not only the collective beauty of its female stars including Aussie Emily Browning, High School Musical’s Vanessa Hudgens and The Adjustment Bureau’s Abbie Cornish, but also the music of Led Zeppelin, intrigued the fanboys and girls.  Once again IMAX delivered additional visual as well as box office punch to the proceedings with $4.1 million in 229 domestic locations, and at 21% the giant screen company’s best 2-D percentage ever!

Check out our exclusive 'Sucker Punch'-themed comic strip from Francesco Marciuliano.  Francesco writes the internationally-syndicated comic strip “Sally Forth” and the webcomic “Medium Large.” He was the head writer for the PBS series “SeeMore’s Playhouse,” for which one of his episodes won two 2007 Daytime Emmys. He currently writes for the Onion News Network.

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America’s freshly appointed leading man Bradley Cooper took third place as Relativity Media’s Limitless earned $15.2 million this weekend against a uber-small 19% second weekend drop and a 10-day total of $41.3 million.  A surprisingly strong debut last weekend that caught many off guard proves that Hangover favorite Cooper is a box office draw in his own right.  Of course the presence of a terrific supporting cast including Robert De Niro and a solid marketing campaign did not hurt the film’s chances with audiences looking for a unique mind-bending thriller.

Lionsgate’s The Lincoln Lawyer had the strongest second weekend hold of any film on the chart realizing a mere 17% drop and a solid word-of-mouth driven $11 million.  The Matthew McConaughey starring vehicle had performed well all through the mid-week and has earned $29 million in 10 days of release.

Paramount’s animated Rango, entered its fourth weekend with a lot of momentum having impressively secured a second place finish last weekend against a tiny 33% drop and a domestic gross that eclipsed $100 million this weekend.  A fifth place finish of $9.8 million and a domestic total to date of $106.4 million proves that this is an animated film that remains a family favorite with kids and Johnny Depp fans alike.

This is the fifth consecutive down weekend at the box office with year ago comparisons giving us yet another sucker punch when How to Train Your Dragon had a $43.7 million debut and year-to-date revenue stood 8.90% ahead of 2009.  Currently year-to-date revenues are running 19% behind last year at this point.

Weekend Box-Office Estimates

Top Movies - For Weekend of March 25, 2011 - Estimates

    Movie     Weekend Gross     Total to Date

1     Diary of a Wimpy Kid: Rodrick Rules (PG)     $24.4M     $24.4M

2     Sucker Punch (NR)     $19.0M     $19.0M

3     Limitless (PG-13)     $15.2M     $41.8M

4     The Lincoln Lawyer (R)     $11.0M     $29.1M

5     Rango (PG)     $9.8M     $106.4M

6     Battle: Los Angeles     $7.6M     $72.6M

7     Paul     $7.5M     $24.6M

8     Red Riding Hood     $4.3M     $32.5M

9     The Adjustment Bureau     $4.2M     $54.9M

10     Mars Needs Moms!     $2.2M     $19.1M

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