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Weekend Box Office: Dreams Come True for Cinderella; Run All Night Breaks Down

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By Chris Kavan - 03/15/15 at 08:54 PM CT

Say what you will about Disney's plan to milk its existing franchises by turning animated classics into new live-action versions - but if audiences continue to support it, I doubt it will be a formula Disney will ever turn down. Thanks to the huge weekend for Cinderella, the overall box office was up 16% compared to the same weekend as last year, turning around a downward trend from the last few weekends. Looking forward, this should be the trend for awhile, as there are plenty of big films on the horizon.

1) CINDERELLA

The undeniable champion over the weekend was Cinderella. Opening at an impressive $70.05 million - it made more than the rest of the top 10 combined. That is 6th all-time for March releases, and in terms of similar movies, it was above the opening for last year's highly-regarded Maleficent ($69.4 million) and a bit lower then Oz the Great and Powerful ($79.1 million) and Alice in Wonderland ($116.1 million). However, one big thing to take into account is that the budget for Cinderella was a relatively modest $95 million - as opposed to $200 million plus for those other three films. The audience was mostly female (66%) and also attracted a good amount of families (66% as well). They awarded is a nice "A-" Cinemascore, which should boost the long-term prospects of the film. A $200 million total is likely at this point. It also had a very good premium format push - without 3D, IMAX screens still accounted for 7% of its total grosses. Internationally, Cinderella is also off to a great start - $62.4 million thus far. Thanks to the fact it's going to be the de facto family go-to film - I also expect this to stick around the top five for many weeks to come.

2) RUN ALL NIGHT

Liam Neeson's M.O. is well-known at this point - older action star kicking butt for one reason or another. He is the anti-hero of our age, and you best not get in his way. Yet for all his bravado and swagger, at some point that persona is going to wear thin. He has weathered the storm in the past, but Run All Night may have him rethinking the next time he''ll pick up that gun. Though it opened in second place, Run All Night could only scrounge up an $11 million opening. That is well below the opening for Non-Stop ($28.9 million) and is on par, though still below, the start for the disappointing Walk Among the Tombstones ($12,8 million). The movie actually attracted slightly more females (52%) than males, and, not as surprising, a more older (86% over 25) audience. They awarded is an "A-" Cinemascore as well, but even with the good reaction, the movie will likely only top out at around the $30 million mark.

3) KINGSMAN: THE SECRET SERVICE

Rising a spot from last weekend, Kingsman: The Secret Service jumped to third with $6.2 million and had the best hold out of any film in the top 10, dipping just 25.4% compared to last weekend. In its 5th weekend out the action spy film has taken in $107.4 million. With goodwill still apparent among audiences, it's looking like the film should be able to cross the $120 million mark before it ends its run.


4) FOCUS

The Will Smith/Margot Robbie crime drama Focus dropped 42% and fell from second to fourth place, taking in $5.8 million. The film thus far has a $44 million total. Expect the film to soon cross the $50 million mark (which is also its reported budget - $50.1) - but it will probably top out not too far above that mark.



5) THE SECOND BEST EXOTIC MARIGOLD HOTEL

There is a chance that Chappie might take the 5th spot as well (both films are nearly equal) but until reporting is finished on Monday, I'm going to stick with the comedic sequel. The Second Best Exotic Marigold Hotel added 449 theaters to its count, and only dipped a little over 33%. That helped the sequel to a $5.7 million showing, and raised its total to just over $18 million. We'll see if the older audience continues to support this - it is also looking at about a $30 million total.

Outside the top five: The biggest news was the debut of horror film It Follows. Playing at just four locations, it earned an impressive $163,000 - for a $40,750-per-theater average. It wasn't just an impressive showing - but, for a horror film, it also has earned a 95% Fresh on Rotten Tomatoes - which is a pretty much miracle for a horror film. I personally hope it makes a run at a nationwide push (as it's the only way I'm going to see it on the big screen in Nebraska) but even if it does not, it will certainly be one I will look out for - as finding a good horror film this day in age is becoming harder and harder.

Next week the biggest film looks to be the teen-centric action film Insurgent (sequel to Divergent) as well as Sean Penn trying his best to become an aging action icon with The Gunman and, for religious types, the faith-based Do You Believe?.

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