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Home Market Numbers: Ultron's Reign Continues

November 7th, 2015

The Avengers: Age of Ultron

It was the first full week for The Avengers: Age of Ultron on the home market and it topped the new releases for October 6th, 2015 and earned first place on the combined DVD and Blu-ray chart for October 11th. Over the week, the film sold 1.02 million units and generated $18.02 million for the week for sales of 2.62 million units / $47.21 million after nine days of release. By comparison, Furious 7 generated $47.05 million, not during its first two weeks, but since its release nearly a month ago. It is already in the top ten for the year and it should climb into the top five shortly.

Magic Mike XXL opened in second place with 323,000 units / $5.65 million. That's much weaker than expected, given the success of the first film. Then again, it did have a better opening week Blu-ray share at 28% versus 20% for the original and its VOD numbers are also likely much better. Furious 7 rose to third place with 133,000 units / $2.33 million over the week for totals of 2.75 million units / $47.05 million after four weeks of release. Spy fell to fourth place with 122,000 units / $2.11 million for the week giving it totals of 685,000 units / $11.25 million after two. I would really love to have seen this film at about 1 million units by this point. It is still a hit, but its reviews are better than its financial numbers. Rounding out the top five was Pitch Perfect 2 with 118,000 units / $1.99 million for the week giving it totals of 1.35 million units / $23.15 million after three weeks of release. It is not living up to its predecessor on packaged media, but it has made enough money to justify a third installment in the franchise.

Speaking of trilogies, Insidious: Chapter 3 opened in sixth place with 107,000 units / $2.01 million. If the franchise does continue, it will likely be Direct-to-DVD. It wasn't even a big seller on high definition, as its opening week Blu-ray share was just 39%. Tremors 5: Bloodlines opened in seventh place with 69,000 units / $936,000 with an opening week Blu-ray share of 44%. That's stunning for a Direct-to-DVD sequel to a franchise that was never a serious hit. American Horror Story: Freak Show opened just outside the top ten with just under 40,000 units / $1.04 million during its first week of release. Its Blu-ray share was 23%, which isn't good, but it is not bad for a TV on DVD release. Dark Places was right behind with 38,000 units / $472,000, while its opening week Blu-ray share was 22%. That's actually very good for a limited release. Vikings: Season Three opened in 16th place with 29,000 units / $639,000. Its opening week Blu-ray share was 38%, which is excellent for a TV on DVD release. There were two Anime titles that charted this week, led by The Last: Naruto the Movie. This film opened in 25th place with 17,000 units / $311,000 and earned an opening week Blu-ray share of 63%. The other was When Marnie Was There, which earned 29th place with 15,000 units / $308,000 and an opening week Blu-ray share of 61%. On the one hand, this is better than most limited releases manage. On the other hand, it was the Pick of the Week, so I was hoping for more.

The Blu-ray market was dominated by a holdover, so it comes as no surprise that the overall sales returned to Earth. Overall, sales were 30% lower than last week in terms of units and 23% in terms of revenue. Compared to last year, sales were also lower, but to a lesser degree with 7.7% fewer units sold and 10% lower revenue. DVD sales were also lower, but to a lesser extent at 5.0% fewer units sold and 8.3% lower revenue when compared to last week. Year-over-year, there were 2.9% fewer units and 9.7% lower revenue compared to last year. This left the overall Blu-ray share down to 30% this week, compared to 36% last week and 31% last year. Just looking at the top 30, the Blu-ray share was 44%, compared to 50% last week and 45% last year.

Next week's new releases should be led by Aladdin, at least on Blu-ray. Catalog releases like this are rarely huge sellers, but there's not much competition. Last year's new releases were led by X-Men: Days of Future Past and Mr. Peabody and Sherman, which finished one-two on the combined chart, Blu-ray chart, and DVD chart. Blu-ray sales should be better, but I'm not sure the overall sales will be.

- Combined Blu-ray and DVD Chart

Filed under: Video Sales, Avengers: Age of Ultron, Furious 7, Spy!, Insidious Chapter 3, Pitch Perfect 2, Magic Mike XXL, Dark Places, Omoide no Mani, The Last: Naruto the Movie, Tremors 5: Bloodlines, Insidious, Pitch Perfect, Tremors