It has got to be the advertising… right? Why else would Spy, which is Melissa McCarthy‘s comedy since Bridesmaids have opened with only $30 million? Outside of The Heat, which scored an “A-” CinemaScore, Spy performed better with opening day audiences earning a “B+” CinemaScore compared to Identity Thief (B) and Tammy (C+), and yet it was only able to top the latter in terms of opening weekend box office. Do general audiences prefer the white trash, oafish characters McCarthy has been relegated to playing? Is that it?
Admittedly, I wasn’t all that interested in seeing Spy, but solid reviews suggested I should give it a shot and I found it was worth it. With a $65 million price tag, Fox is going to have to work some magic overseas, where it brought in $25.6 million this weekend from 54 markets, to get this one to a good place, but McCarthy has been a good seller worldwide so perhaps things will work out just fine.
In second was San Andreas, dropping 52% from its opening weekend to $26.4 million as it climbs to just shy of a $100 million cume, followed by Insidious: Chapter 3 with a $23 million opening, which is sure to raise a few eyebrows as it’s $17 million less than the previous chapter, but you have to remember, Chapter 2 was released in mid-September after Riddick‘s horrible opening and up against The Family (I honestly had to look that one up to even remember what it was). September is a far more appropriate release date for a film of this sort and with a “B+” CinemaScore and a $10 million budget I find it hard to believe we won’t be getting an Insidious: Chapter 4 some time down the line as this franchise would appear to have a little bit of staying power. My only suggestion is to release it in September or October and leave the summer to the big boys. One of the most interesting stats about Insidious 3, for me at least, is it played to a 54% female audience.
Then we come to Entourage, which managed to add $10.4 million to its total this weekend after opening on Wednesday , finishing its five day opening run with $17.8 million. Budgeted at $30 million this is hardly impressive, but hardly a disappointment. It’s pretty much looking like a wash, which is to say they should have just made a half-season, aired it on HBO and sold the DVDs and Blu-rays plus a whole new box set and called it a day.
Meanwhile, Mad Max: Fury Road scored another $7.9 million this weekend as its cume has now climbed above $300 million worldwide and over $130 million domestically. There has been talk of a sequel and I’ve heard some interesting buzz concerning the Blu-ray release, which I don’t believe I am allowed to officially reveal, but it looks like we’re getting a little closer to a possible sequel.
Also, in limited release, the Brian Wilson biopic, Love & Mercy impressed in only 481 theaters, bringing in $2.2 million for a $4,500+ per theater average.
Next weekend it’s all about Jurassic World, which I will finally be seeing this Tuesday on our legit IMAX screen here in Seattle and I’m really hoping this one delivers above my expectations, which aren’t too high. With the summer box office down compared to last year for the third weekend in a row and fourth weekend out of six so far, the already estimated $110 million opening for the sequel, fourteen years after Jurassic Park III, it will be interesting to see if it gives the box office the jolt it needs.