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DHD Saturday: 12.3 M 21 JUMP STREET | 8.7 M THE LORAX | 5.6 M JOHN CARTER

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SATURDAY PM, 5TH UPDATE: Welcome to another weekend of strong North American box office. But it’s down -7% from last year because Saturday grosses proved softer than expected. Probably the NCAA basketball effect. R-rated pics were hot. Numbers for the #1 movie, Sony Pictures/MGM co-production’ 21 Jump Street, showed an opening of $13M Friday and $12.3M Saturday for a $34M weekend from 3,121 theaters. Friday’s number includes the $700K Friday midnights from 598 theaters. Overall, nice haul for the raunchy laugher whose budget was only around $45M. What’s especially interesting here is that these remakes of popular TV shows rarely work on the big screen. But stars Channing Tatum (The Vow) and Jonah Hill (Moneyball) are hot right now — with Tatum having two films of different genres in the Top 10 this weekend and Hill coming off an Oscar nom. And directors Phil Lord & Christopher Miller (Cloudy With A Chance Of Meatballs) found the right irreverent way in with Michael Bacall’s and Jonah Hill’s story using the Patrick Hasburgh/Stephen J Cannell series as a jumping off point. Bacall is credited with the screenplay. This is the first successful bonafide comedy of 2012 (since Fox’s This Means War disappointed and Warner Bros’ Project X had a ‘found footage’ conceit). Reviews have been surprisingly good — not just 88% on Rotten Tomatoes but even The New York Times. (Not that this is a review-driven film.) Audiences gave it a ‘B’ CinemaScore. Exit polls showed moviegoers were 53% male and 50% were under 25.

Sony had an extensive word of mouth campaign for the film with over 350 screenings across the country. Overall, the marketing campaign targeted young adult moviegoers and positioned the film as a “must-see” action comedy. There was the usual promotion on high profile sports games and primetime TV But mostly Sony sold the talent to engage audiences and break through the clutter. ”We partnered with 15 different networks to create custom content to showcase the film talent and convey the irreverent humor of the film,” a Sony exec tells me. Jonah and Channing were joined by Ice Cube and Rob Riggle for a domestic regional press tour in Denver, Chicago, Washington DC, Miami, and NYC. In addition to national talk show appearances, Hill hosted Saturday Night Live the weekend before 21 Jump Street opened. Also helping was the pic’s premiere at the South by Southwest fest, while Jonah and Channing visited Wondercon Friday. An extensive campaign was formulated for Twitter including a “Tweet-Off” between Tatum and Hill.

Meanwhile, #2 Illumination Entertainment/Universal’s Dr Seuss’ The Lorax after three weeks in release is benefitting from the fact that 24% of K-12 classes were out of school Friday. But Disney’s disappointing holdover John Carter is still disappointing a week later. Despite its $250M budget it’s only a distant #3. It’s now up to international to perform: otherwise director Andrew Stanton’s bomb is a $100M-$150M writeoff for the Walt Disney Co.

But the real surprise this weekend is Casa De Mi Padre, which is Will Ferrell’s $6M-costing indie filmed almost entirely in Spanish with English subtitles and playing in only 382 locations. The R-rated pic opened #11 with $765K Friday and $700K Saturday for an impressive $1.9M weekend and the 2md best per screen average. Ferrell, who speaks surprisingly good Spanish in the pic, got the project off the ground and is the only on-screen gringo in what he says is a “telenovela meets a Quentin Tarantino/Robert Rodriguez/bad Mexican spaghetti Western”. Ferrell brought in pals from his Funny Or Die website, director Matt Piedmont and screenwriter Andrew Steele, whose script was written in English and had to be translated into intentionally bad Spanish writing. Casa De Mi Padre was a 23-day production financed by Nala Films, the Santa Monica company behind In The Valley Of Elah and Dan In Real Life. The film is being distributed in limited release in the United States by Pantelion Films, which is a partnership between Lionsgate and the Mexican media company Televisa. Here’s the Top 10 based on weekend grosses:

1. 21 Jump Street (MGM/Sony) NEW [3,121 Theaters] R-rated

Friday $13M, Saturday $12.3M, Weekend $34M

2. Dr. Seuss’ The Lorax (Illumination/Universal) Week 3 [3,769 Theaters] PG-rated

Friday $6.8M, Saturday $8.7M, Weekend $21M, Cume $156.6M

3. John Carter (Disney) Week 2 [3,749 Theaters] PG13-rated

Friday $3.9M, Saturday $5.6M, Weekend $13.2M (-56%), Cume $52.8M

4. Project X (Warner Bros) Week 3 [2,922 Theaters] R-rated

Friday $1.5M, Saturday $1.4M, Weekend $3.9M, Cume $48.0M

5. A Thousand Words (DWorks/Paramount) Week 2 [1,895 Theaters] PG13-rated

Friday $1.1M (-43%), Saturday $1.6M, Weekend $3.6M (-41%), Cume $11.8M

6. Act Of Valor (Relativity) Week 4 (2,765 Theaters] R-rated

Friday $1.1M, Saturday $1.4M, Weekend $3.4M, Cume $62.1M

7. Safe House (Universal) Week 6 [1,920 Theaters] R-rated

Friday $815K, Saturday $1.0M, Weekend $2.4M, Cume $119.9M

8. Journey 2 (Warner Bros) Week 6 [1,935 Theaters] PG-rated

Friday $716K, Saturday $975K, Weekend $2.3M, Cume $94.9M

9. The Vow (Screen Gems/Sony) Week 6 [2,175 Theaters] PG13-rated

Friday $750K, Saturday $800K, Weekend $2.0M, Cume $121.1M

10. Silent House (LD Entertainment/Open Road) Week 2 [2,124 Theaters] R-rated

Friday $745K, Saturday $825K, Weekend $2.0M (-69%), Cume $10.5M

Edited by kayumanggi
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34m for 12 Jump Street isn't weak at all. I don't know what you guys are talking about.

It decreased from Friday. Most movies have increased but the combination of St. Patrick's day and NCAA tournament hurt all the movies. The Lorax is supposed to have increased by less than 30% on Saturday. That's pathetic for a Children's animation.
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34m for 12 Jump Street isn't weak at all. I don't know what you guys are talking about.

34 mill is a fantastic number. But the hype got a little big in the last few days
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It decreased from Friday. Most movies have increased but the combination of St. Patrick's day and NCAA tournament hurt all the movies. The Lorax is supposed to have increased by less than 30% on Saturday. That's pathetic for a Children's animation.

Well Lorax weekdays had increased from the prior week. So it's not surprising to me that it didn't have a big saturday jump. Somebody mentioned that would happen.
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