Wednesday 4 September 2013

AUG 30 - SEP 1 BOX OFFICE REPORT: LEE DANIELS' ONE DIRECTION: INSTRUCTIONS NOT INCLUDED


The three-day weekend was ruled over by One Direction, the four-day by Lee Daniels. The Butler took first place over the full Labour Day weekend with $20.2 million, becoming the first film to hold the box office top spot for three weekends running since The Hobbit: An Unexpected Journey last year. One Direction: This Is Us would have knocked it off were it not for its incredibly front-loaded take, the most Friday-heavy proportionately of all time. It scored $18.5 million four-day. The other new releases make up a very mixed bag: Getaway (10) and Closed Circuit (16) fared miserably, with $5.6 and $3.1 million respectively. But Instructions Not Included (5) was an enormous success, reaping $10.4 million in a mere 348 theatres. An exceptional performance for the Hispanic-targeted comedy, which may expand nationwide this coming weekend.

Even over the three-day weekend, holdovers did extremely well, making this the highest-grossing Labour Day weekend of all time. Over half of holdovers in the top 20 grossed more over these four days than the last weekend's three; some did even over the three, including Blue Jasmine (11) and Despicable Me 2 (13), despite each losing screens. The Grandmaster (15) expanded almost nationwide, but its $3.2 million wasn't terrific. In all, an incredible 24 films Friday-Sunday and 26 Friday-Monday took in over $1 million. Newcomers further down the chart include Passion (54) in 14 theatres (not great) and Afternoon Delight (56) in just two (much better).

The Winner: Lee Daniels' The Butler ($20,201,272)
Highest Opener: One Direction: This Is Us ($18,472,875)
Top Per-Theatre Average: Instructions Not Included ($29,823)

Here's the Box Office Mojo chart for the three-day weekend, and here's the four-day one.

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