Friday Box Office: ‘Mad Max: Fury Road’ Races To $16.8M

Pitch Perfect 2 wasn’t the only strong opener this weekend, as the critically-acclaimed Mad Max: Fury Road roared into theaters on a wave of almost unprecedented critical buzz. The $150 million R-rated George Miller actioner earned a solid $16.77 million on its opening day, including $3.7m worth of Thursday previews. For comparison among geek-centric genre films, Pacific Rim collected $3.6m worth of Thursday shows in July of 2013 and ended up with a $14.5m Friday gross. If Mad Max: Fury Road plays like Pacific Rim, it gets to $42m for the weekend. Obviously the reviews and buzz are much better for Mad Max, but the R rating means we won’t get kid-powered matinee business today and tomorrow (Pacific Rim was a soft PG-13). I’d argue that the latter cancels out the former. Having said that, word-of-mouth on social media is white hot (I’m seeing Avengers/Gravity level excitement on my feeds), which may allow a stronger multiplier over the weekend as the casually curious are convinced to take the plunge. Either way, a $40m+ debut for what could have been a geeks-only affair is a huge win for Warner Bros./Time Warner Inc. marketing regardless of how this all shapes out over the long run.

from Forbes – Business
via Abogado Aly Business Consulting


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