That BDSM movie continued its reign on top but boy did it fall hard. Fifty Shades of Grey held on to the top spot for a consecutive weekend but fell 74% from last weekend. The film was huge last weekend but many thought that it would be front-loaded and those people were proven correct. However, Fifty Shades still held on to the top spot. In 2nd and 3rd were Kingsman: The Secret Service & The SpongeBob Movie: Sponge Out of Water, each held well respectively. The newcomers of the weekend, McFarland, USA and The Duff each saw decent debuts while the more notable newcomer Hot Tub Time Machine 2 flopped hard this weekend.
After the huge debut that saw over $238 million worldwide, many believed that Fifty Shades of Grey would have a big decline but nobody saw this. Some of the summer blockbusters from 2014 (Amazing Spider-Man 2, Godzilla, X-Men: Days of Future Past) had declines in the 60% range which is the range many expected Mr. Grey’s film to decline towards. Instead, it fell a whopping 74% which is worse than any Twilight film, or Valentine’s Day. According to Box Office Mojo, Fifty Shades of Grey had the 2nd biggest decline for a movie playing at over 3,100 locations. Only the Friday the 13th had a bigger decline which was 80%. Still, the film has earned $129.1 million domestically and $280.5 million internationally. This is huge for a movie with a $40 million budget. Expect Mr. Grey’s debut film to finish with $160-$165 million at the end of its run.
Last weekend’s 2nd place winner held up well as Kingsman fell 49%. It earned $18.3 million for a total gross of $68 million. With great word of mouth, expect Matthew Vaughn’s spy film to cross the $100 million range domestically. In 3rd was The SpongeBob Movie which earned $16.5 million, declining only 47%. The film has earned $126 million since and will likely finish its run around $150 million with no competition in the coming weeks.
The newcomers of the weekend saw a mixed bag as McFarland, USA and The Duff both had solid starts. The Kevin Costner sports film earned $11 million, which was a better debut than Costner’s last sports film Draft Day ($9.8 million). The Duff didn’t reach the heights of Easy A, it did better than another fellow CBS high school film, Beastly. The Duff earned $10.8 million which was solid for a movie on a $8.5 million budget.
The bad news of the weekend came in the form of Hot Tub Time Machine 2. The comedy sequel debut to a weak $5.9 million and will likely disappear by next weekend. It received negative feedback from both critics and audiences. Compared to the original which was seen at the time as a disappointment, Hot Tub Time Machine earned $14 million on its way to $50.2 million finish. The film had a cult following which prompted MGM & Paramount to make a sequel.
However, the problem with the sequel was the unclear story-line and the lack of John Cusack, the lead from the original film. The marketing on the first film was clear: The Hangover with time travel essentially. The new film never seemed to be clear on why fans should come back for another when the marketing seemed to be all over the place.
Also worthy of a mention, the juggernaut that is American Sniper didn’t win any major awards and only took home 1 oscar. Regardless it still earned $10 million this weekend for a total of $320 million. Expect Sniper to pass Katniss and co. for the title of highest grossing movie from 2014.
Next week will see the return of the man formally known as Mr. Independence Day. Will Smith returns with future Suicide Squad co-star Margot Robbie in Focus. Also making its debut is the horror film, The Lazarus Effect featuring Olivia Wilde, Evan Peters, Mark Duplass, and Donald Glover. Expect Focus to take the top spot with a $20-$25 million debut with Fifty Shades and SpongeBob right behind it.
Weekend Gross for February 20 – February 22 (Numbers courtesy of Box Office Mojo)
- Fifty Shades of Grey $22,259,030 (Week 2: Total $129,161,540)
- Kingsman: The Secret Service $18,346,023 (Week 2: Total $67,926,972)
- The SpongeBob Movie: Sponge Out of Water $16,573,682 (Week 3: Total $126,245,516)
- McFarland, USA $11,020,798 (Week 1: Total $11,020,798)
- The Duff $10,809,149 (Week 1: Total $10,809,149)
- American Sniper $10,052,447 (Week 9: Total $320,009,625)
- Hot Tub Time Machine 2 $5,963,324 (Week 1: Total $5,963,324)
- Jupiter Ascending $3,805,317 (Week 3: Total $39,662,296)
- The Imitation Game $2,527,637 (Week 13: Total $83,883,539)
- Paddington $2,444,684 (Week 6: Total $67,816,450)