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    June 14, 2011

    BOX OFFICE NEWS JUNE 10 - JUNE 12, 2011

    This weekend, Super 8 arrived as the only newcomer that really shines out, taking the top of the chart this week. However, the opening was rather a mixed note because despite having two biggest names attached to it, the opening was actually soft, in line with recent tracking and expectation. The other newcomer "Judy Moody and the NOT Bummer Summer" landed softly inside the top ten.

    Super 8, directed by J.J. Abrams and produced by Steven Spielberg, took the audience back into the memory lane. The nostalgic sci-fi period thriller grossed an estimated $37 million from 3,379 theaters. The movie opening was ahead of Paramount's own estimation of $25 to 30 million that was made early last week, all thanks to the brilliant last-minute marketing push by opening the movie a day earlier in certain locations in the United States and preview sponsored at Twitter. The amount included $1 million from Thursday's early preview and $4.4 million from IMAX theaters.

    While that was two thirds of The Karate Kid's $55.7 million on the same weekend last year and less than Cloverfield's $40.1 million, it was close to District 9's $37.4 million and greater than The Day the Earth Stood Still (2008)'s $30.5 million, The Happening's $30.5 million and Battle: Los Angeles's $35.6 million, among comparable movies. Distributor Paramount Pictures' exit polling indicated that 71 percent of Super 8's audience was over 25 years old and 56 percent was male. The movie costs only $50 million to produce, hence it would easily recoup its budget in mere weeks of screening. The question now is how play-ability and longevity does Super 8 have in the weeks to come?

    Based on a popular series of children's books, the family adventure movie Judy Moody and the NOT Bummer Summer (Relativity Media) took in an unimpressive $6.3 million for seventh place, averaging just $2.5k per site. The figure was way lower than last summer's Ramona and Beezus' $7.8 million opening. Distributor Relativity Media's research showed that the audience was mostly comprised of children under 12 years old (52 percent) and their parents (36 percent) and that it was predominantly female (78 percent).

    Here are the top twelve box office of the weekend according to the studio actual report.

    Rank Title Weekend Gross ($) Change (%) Total Gross ($)
    1 SUPER 8 35,461,168 NEW 36,451,168
    2 X-MEN: FIRST CLASS 24,128,986 -56.2 98,023,335
    3 THE HANGOVER PART II 17,667,329 -43.7 215,727,461
    4 KUNG FU PANDA 2 16,543,166 -30.7 126,813,240
    10,945,764 -39.0 208,873,258
    6 BRIDESMAIDS 10,066,290 -16.4 123,815,865
    6,076,859 NEW 6,076,859
    8 MIDNIGHT IN PARIS 5,830,723 +110.5 13,909,196
    9 THOR 2,435,215 -42.7 173,664,723
    10 FAST FIVE 1,727,330 -45.4 205,094,205
    11 THE TREE OF LIFE 827,009 +33.8 2,361,655
    12 RIO 670,101 -9.3 137,780,829
    *Note: All figures are ACTUAL grosses. Courtesy of BOX OFFICE MOJO
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