We are in the slowest time of year on the home market, and it is really showing on the Blu-ray sales chart. There were only three new releases to place on the Blu-ray sales chart this week, and only one of them earned a respectable opening week Blu-ray share. Haywire opened in first place with 185,000 units / $3.69 million giving it a Blu-ray share of 49%. That's a solid percentage for a film that struggled to find an audience in theaters.
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It's not a bad week, for this time of year, with three films that are selling well, and two of those earned reallygood reviews. Unfortunately, I'm still waiting for those screeners. Also, after those three big releases, there's a sharp drop-off in sales strength and we quickly find releases that would be overlooked most weeks. As for the best of the best, both Chronicle and The Grey are contenders for Pick of the Week, but like I said, I don't have the screeners to judge the extras. Therefore, I'm giving that title to Being John Malkovich Criterion Collection Blu-ray.
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The Avengers crushed the competition on the international chart this week and held on so well that it became the biggest hit on the worldwide chart for 2012, overtaking The Hunger Games. Over the weekend it managed $151.5 million on 12,410 screens in 52 markets for totals of $475.8 million internationally and $683.2 million worldwide. It just pushed Forrest Gump out of the top 50 on the All Time chart and is climbing the ranks quickly. By the end of business on Monday, it had topped $700 million worldwide and will be fighting for a spot in the top 40 before the weekend begins.
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There's good news / bad news going forward into May. First the bad news, April was really weak. It was weak compared to the previous month and weak compared to last year. For the first time all year, we had losses for a month on the year-over-year comparison. As for the good news... it could have been worse? Maybe there wasn't good news with regards to April, but there is certainly good news going forward. Every weekend in May has at least one film with the potential to hit $100 million, while there are a couple that could hit $200 million, and one that, pie in the sky, could reach $400 million. That one film is The Avengers, or as it is officially called, Marvel's The Avengers. I guess they don't want people reminded of the 1998 TV adaptation. While there are four films that should reach $100 million, there are only three other films opening wide, maybe two, maybe four. (More sources have Chernobyl Diaries opening wide than in limited release, but it is not a sure thing either way. Meanwhile, the opposite is true for LOL.) Additionally, there are a couple films opening in limited release this month with a real potential to expand wide: The Best Exotic Marigold Hotel and God Bless America. By comparison, last year had no film reach $300 million, but it had five films reach $100 million. If we are going to earn the win this year, we need strength from the top.
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For the first time ever, a film earned more than $100 million during its sophomore stint. The Avengers again led the way at the box office and again broke records. It wasn't all good news as Dark Shadows missed modest expectations and the overall box office slid 34% from last weekend to $171 million. That is still 22% higher than the same weekend last year, while 2012's lead over 2011 grew to 17.5% at $3.83 billion to $3.26 billion. I don't know how long The Avengers can keep 2012 ahead in the year-over-year comparison, but it sure is helping build up its lead in the short term.
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Weekend Domestic Box Office Chart for May 11th, 2012
No new releases managed to earn a spot in the $10,000 club on this week's per theater chart. That doesn't mean it was empty, as The Avengers remained potent with an average of $23,696 during its second weekend of release. The Best Exotic Marigold Hotel was arguably even more impressive, as it expanded into more than 150 additional theaters, but its per theater average only fell to $15,012. It did well enough to grab eighth place overall, and with this average, it will certainly expand more. On the other hand, the best new release was Dark Shadows with an average of $7,906. This is good, but not great. The best limited release was Girl in Progress. That was was playing in more than 300 theaters and managed an average of $4,298. That's a good start, but I don't think it will expand greatly.
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