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(Should Have Been) King of the Crop: In the Heights Falls Below Expectations, Leaving Questions In Its Wake This appears to be another weekend where Warner Brothers’ deal with HBO Max to release movies simultaneously in theaters and at home may have kept another one of their own from being the success it was expected to be. Perhaps, after 15 months indoors, folks have reevaluated their necessity to see certain movies in theaters, especially when those movies are available to them at home on the same day.
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Though none of the fault lies with the theaters themselves: Chicago opened up to full capacity on Friday and other cities are doing the same.
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Sign Up: Stay on top of the latest breaking film and TV news! Sign up for our Email Newsletters here.It is hard to look at this weekend’s numbers – with A Quiet Place Part II eking out top spot with $11.7 million over In the Heights‘ $11.4 million – and not consider this a setback for the box office in many ways.
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Still to come: Will this weekend’s grosses reflect a new normal, or incremental improvement? Don’t expect an answer for that yet. Memorial Day weekends usually gross $200 million or more, so even most optimistic totals will fall well short. Figure $20 million-$35 million for the four days $30 million would be a very good result. This is Emma Stone’s first lead role in a wide release since her Oscar win for “La La Land.” Live-action comedies have not played a role among recent releases, and the PG-13 rating may give parents pause. Figure that home availability for Disney+ subscribers, even with the additional fee, was a factor that also could impact “Cruella.” Since then, it has grossed $46 million domestic, a respectable result. “Raya and the Last Dragon,” the previous same-day PVOD Disney release, had a soft $8.5 million initial weekend. Kong.” That would be a crucial achievement in 2021, even those movies that open strong have shown massive drops in the weeks that follow. Even if the “Quiet Place” sequel opens lower, it could wind up with a gross that’s higher than “Godzilla vs. The film’s only competition was itself, on HBO Max, and its visual and sound components made the theatrical option a draw. Kong” at $31.6 million, but it actually opened two days earlier (on Easter weekend) for a total of $48.1 million. The best three-day gross since theaters reopened was “Godzilla vs. A four-day gross at $40 million would be a strong achievement, but there’s potential to go as high as $50 million. It will be in 3,700 theaters and has the widest appeal: It has a core male audience that skews younger with minority moviegoers, along with strong interest and critical support. Now that the fate of the industry at stake, even more caution is needed. Initial days also over-index as a barometer for success. Projecting grosses is risky under normal circumstances: Studios spin low expectations, and nuances such as competition and timing make it an imperfect science.
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Both of those factors could inhibit some family audiences. Unlike those films, however, “Cruella” is PG-13 and has same-day Premium VOD availability for Disney+ subscribers for $29.99. The 2014 “Maleficent,” which derived from “Sleeping Beauty,” performed at a similar level. Early social media chatter is positive, and the 1996 film opened to nearly $70 million adjusted. “Cruella,” the live-action extension of the “101 Dalmatians” franchise, shows promise.