Femmes powered the midnight frame Wednesday, shelling out $3 million for Warner Bros. and New Line’s “Sex and the City 2.”
Pic, which launches wide today at 3,445 locations, kick starts the Memorial Day box office.
“SATC 2” overpowered the original’s midnight gross by 20%, which opened on a more palatable Thursday night the week after Memorial Day Weekend in 2008.
Warner prexy of domestic distribution Dan Fellman said the sequel’s mid-week launch at 2,100 midnight engagements exceeded studio expectations given most moviegoers work today. “We purposefully opened on a Wednesday to give working women a day of their own before the weekend,” Fellman said. “And they came out anyway.”
Online ticketing services Fandango and MovieTickets.com reported wide sell-outs for the pic’s midnight screenings, with upscale exhibs like Gold Class Cinema and ArcLight catering “SATC 2”-themed events.
Warner said it expects the late night shows to translate to a solid holiday run. The femme-driven redux will go up against Disney’s male-heavy “Prince of Persia: The Sands of Time,” which opens Friday at approximately 3,600 locations.