By Todd Allen
This week’s big movie debut was Snow White and and the Huntsman, which I’m going to be referring to as Snow White and Thor, since the titular Huntsman is played by Chris Hemsworth. The Twilight fans seem to have some out in middling force for Kristen Stewart’s turn as Snow White and it came in at #1 with an estimated $56,255,000 according to Box Office Mojo. Yes, for the Twilight audience, $56 million is only moderate interest. Men In Black 3 came in #2 with $29,300,000. Avengers with in the #3 slot with $20,273,000.
Theater owners are sticking with the Avengers and getting rewarded. Only down another 248 seats going into week 5, Avengers is still on 3,670 screens. (Snow White and Thor is on 3,773 screens, so Avengers is still effectively at an opening week screen count.) Avengers averaged $5,524 per a screen, good for third highest wide release and very good for a film going into the second month.
Avengers is sitting on $552.6M domestic/$1.355B global. To overtake Titanic in the domestic market, it needs to take in roughly another $106M. This week was roughly a 45% drop in box office. If it dropped 33% each week from here on out (including weekdays), another 5 weeks would only get about $93M. In a week or two, those theater counts are going to start dropping off more severely, so it would have to stabilize a little. It’s possible — Hunger Games was estimated at $1.5M in it’s 11th week. I just don’t see it happening.
On the global side of things, Avengers would need ~$830M to overtake Titanic. Yes, it hasn’t opened in Japan yet, but it’s also “only” taken in $800M overseas. It’s more likely to catch Titanic on the domestic chart than the global chart.
That said, it’s holding up pretty well. With a September 25 DVD release date, you suspect they’ll want to give a little bit of time between leaving the screen and hitting store shelves. Then again, that was probably all scheduled before anyone realized the exactly how big a hit this was going to be…
Todd Allen wears a lot of hats. At various times he’s been (alphabetically), a bouncer, college professor, humor columnist, Internet producer and an NBA/WNBA Beat Writer, among other things. He’s the author of Economics of Digital Comics. You should probably read it.