Indies gobble up B.O.

'Descendants' leads niche charge

As usual, Thanksgiving box office was ripe with specialty players looking to offer alternatives to family fare — and the indies delivered effective counterprogramming.

Leading the specialty charge, Fox Searchlight’s “The Descendants” landed in the top 10 for a second straight week, grossing $9.4 million over the long holiday weekend. The film pushed past the $10 million mark in just 12 days, making it Searchlight’s fastest-grossing film to reach that benchmark. Last year, “Black Swan” reached $10 million after 17 days; pic then cumed a boffo $107 million domestically.

“Descendants” benefited from a healthy expansion plan, broadening to 390 theaters (up from 29) the day before Thanksgiving, with an additional 43 locations added two days later.

But thanks to a far more limited rollout at four playdates, the Weinstein Co.’s silent film “The Artist” scored the weekend’s best per-screen average — and the year’s third-best overall for a traditional release — with $51,220.

So far, Weinstein plans to wait until Christmas before expanding the screen count.

The distrib will commit to a similar patient release strategy for “My Week With Marilyn,” which also opened over Thanksgiving weekend — but at a considerably more aggressive 244 engagements. “Marilyn” tallied an impressive $2.1 million in five days.

Want to read more articles like this one? SUBSCRIBE TO VARIETY TODAY.
Post A Comment 0

Leave a Reply

No Comments

Comments are moderated. They may be edited for clarity and reprinting in whole or in part in Variety publications.

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

More Film News from Variety

Loading