Happy days are here again at the box office. Warner Bros. and industry analysts are both seeing The Hobbit: The Battle of the Five Armies with a Wednesday through Sunday domestic cume $90.6M and a FSS of $56.2M. 3D accounted for 49% of the gross with IMAX repping 15% or $13.6M over five days, and $7.7M over three.
For the As previously reported, Five Armies received an A- overall Cinemascore, but it received an A with the under-25 demo (40% of the audience), and A- with over 25 and guys (both 60%). Hobbits and Orcs were a B+ for women who accounted for 40%. Despite the Friday night family pic showdown between
The Night at the Museum: The Secret of the Tomb and Annie, their gap widened over the weekend with Fox’s Ben Stiller film taking second with $17.3M per studio weekend estimates and Sony’s Broadway orphan pic belting third with a studio reported $16.3M.
Even though industry estimates see both titles a bit lower at $17.1M and $15.9M respectively, these are decent starts for family films: their fates at the box office lie in the long haul, and history proves the six times multiple that can be gained for PG fare at this time of year, i.e. Warner Bros.’ Yogi Bear bowed during this frame in 2010 to $16.4M and finaled its domestic cume at $100.2M. Figures rolling in,MORE analysis to come.