News

Friday Report: 'Last Exorcism,' 'Takers' Snare Audiences

by Brandon Gray
 

 
August 28, 2010

On Friday, new releases The Last Exorcism and Takers dominated the chart with solid returns, Avatar added a bit more to its coffers with a special edition relaunch, and the holdovers saw largely standard declines.

The Last Exorcism grabbed an estimated $9.4 million on approximately 3,500 screens at 2,874 locations (the gross included around $750,000 from its midnight opening). That was better than Exorcist: The Beginning but less than The Exorcism of Emily Rose, which was the last expressly exorcism-themed movie and started at $11.3 million back in 2005. Last Exorcism's opening attendance was also behind The Haunting in Connecticut and The Amityville Horror (2005) but greater than The Unborn (2009).

Takers scored an estimated $7.5 million on close to 2,600 screens at 2,206 locations, which was above par for a heist picture. It made more in a single day than Armored did in its entire first weekend, and it had a significantly bigger opening day than The Losers, Street Kings and Brooklyn's Finest.

Avatar: Special Edition landed in 11th place with an estimated $1.2 million at 812 3D locations. Though that didn't chart among the biggest re-releases (and couldn't due to the freshness of its home video release), it pushed Avatar's lifetime total to $751 million.

In its third Friday, The Expendables fell 45 percent to an estimated $2.7 million, increasing its total to $75.2 million in 15 days. By comparison, Inglourious Basterds was off 48 percent to $3 million at its same point last year and had an $83.2 million 15-day haul.

Eat Pray Love didn't perform as well as The Expendables compared to its analogue from last August, Julie & Julia. Eat Pray Love dipped 43 percent to an estimated $2.15 million, bringing its tally to $55.9 million in 15 days. Julie & Julia was down 28 percent at the same point, to $2.6 million, though it had $52.9 million in 15 days.

Last weekend's group of five new releases showed no traction in their second Fridays. Vampires Suck bled 62 percent to less than $1.7 million for a $24.3 million sum in ten days. The Switch was off 46 percent to an estimated $1.45 million for a $13.3 million eight-day haul. Piranha 3D sank by 63 percent to an estimated $1.35 million for a $15.3 million tally in eight days. Nanny McPhee Returns descended 50 percent to an estimated $1.33 million for a $13.6 million total in eight days. Lottery Ticket tumbled 71 percent to an estimated $1.1 million for $14.6 million in eight days.

Meanwhile, The Other Guys had a decent hold, easing 37 percent to an estimated $1.9 million and lifting its total to $94.6 million in 22 days, and Inception was unfazed again, slowing 35 percent to an estimated $1.4 million for a smashing $267.1 million tally in 43 days.

Related Story
Weekend Briefing: 'Last Exorcism,' 'Takers,' 'Avatar' Shoot for Late Summer Action

Related Chart
Daily Grosses for Friday, Aug. 27



RECENT ARTICLES
7/27 Weekend Report: ‘Lucy' Wins Brain vs. Brawn Battle
7/27 Weekend Report (cont.): 'Most Wanted Man' Cracks the Top 10, 'Apes' Rules Overseas
7/26 Friday Report: 'Lucy' Kills with $17.1 Million
7/24 Forecast: 'Lucy' to Beat Up 'Hercules' This Weekend
7/20 Weekend Report: 'Apes' Rules Again
7/19 Friday Report: 'Purge' Slays, 'Sex Tape' Disappoints on Friday
> MORE: News | Features
LATEST UPDATES
WEEKEND: Estimates (41 tracked)
GENRES: Action Heroine Openings
ACTORS: Scarlett Johansson Openings
ACTORS: Morgan Freeman Openings
DIRECTORS: Luc Besson Openings
ACTORS: The Rock Openings
DIRECTORS: Brett Ratner Openings
STUDIOS: Roadside Attractions Openings
GENRES: Stand-Up Comedy Openings
DAILY: Saturday Estimates
SCHEDULE: 'Skull Island'
SDCC: First look at Gal Gadot as Wonder Woman >
DAILY: Friday Estimates
WEEKLY: July 18-24 (94 tracked)
THEATERS: 8/1 Estimates
THEATERS: 7/25 Counts
FOREIGN CHARTS >
> MORE UPDATES