Box Office: Audiences Lovin’ “Summer” (UPDATED)
by Peter Knegt (July 21, 2009)
A scene from Marc Webb's "(500) Days of Summer." Image courtesy of Fox Searchlight.
Fox Searchlight looks like it might have a big indie hit in Marc Webb’s “(500) Days Of Summer,” according to estimates from Rentrak earlier this afternoon. The Zooey Deschanel-Joseph Gordon-Levitt romantic comedy grossed $834,501 from 27 screens in New York, Los Angeles, Boston, Chicago, DC, San Francisco, Dallas, San Diego, Seattle, and Toronto. That gave “Summer” a 12th place position on the overall chart, and hot $30,907 average - nearly twice that of the incomparably wide release of “Harry Potter and the Half-Blood Prince.” Comparable openings are actually few and far between considering “Summer’s” rare (and somewhat risky - pouring some considerable ad dollars on such a small opening and depending on word of mouth to keep things going) strategy to open on 27 screens. The four 2009 releases to hit a $30,000+ per-theater-average (“Sunshine Cleaning,” “The Hurt Locker,” “Away We Go” and “Whatever Works”) all opened in the single digit range, and then expanded gradually from there. Over the past few years, 20-40 screen openings have generally been reserved for Oscar-favored runs which benefit from Oscar-flavored buzz as they expand. Last year, “Milk” opened on 36 screens, finding a $40,385 average. The year before that, “Atonement” started on 32 screens and “No Country For Old Men” on 28. Those films averaged $24,504 and $43,797, respectively. For better examples you have to go back a bit further in 2006’s “Broken Flowers” and 2005’s “Friends With Money.” Those two films - released in August and April without considerable Oscar dreams - opened on 27 and 28 screens, respectively. “Flowers” averaged $28,904, and “Friends” averaged $21,047. “Summer”‘s slight to considerable lead on those two films bodes well. Each ended up with final tallies between $13-14 million, which if “Summer” were to top, it would become 2009’s highest grossing film that didn’t open wide. One would assume Fox Searchlight has even bigger dreams for “Summer,” and if the word-of-mouth the distributor is betting on pulls through (and female audiences across North America - almost entirely neglected so far this summer save for “The Proposal,” “Ghosts of Girlfriends Past” and “My Sister’s Keeper” - decide to get passionate about the film), that could very well be the case. Fox Searchlight is no stranger to summer crossover hits, from “Little Miss Sunshine” to “Napoleon Dynamite” to “The Full Monty.” Betting on “Summer” to hit the $44-60 million range of those films is very premature at this point, particularly when a non-awards season specialty film hitting $20 million seems nearly impossible the past year or two. But it’s definitely going to be an interesting film to watch expand.
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