Summit's 50/50 also holds well among fall adult films
The summer blockbuster formula of saturation releases and quick playoffs has given way to the fall’s crop of adult-skewing films, designed to go the distance.Sony’s Brad Pitt starrer “Moneyball” and cancer dramedy “50/50,” from Summit, saw the weekend’s best holds among the top 10, down 27% and 25%, respectively. Both pics saw decent if unspectacular openings, but B.O. pundits touted the films’ longevity given playability of past adult-skewing pics during this time period. With a domestic cume of $59 million through Oct. 19, “Moneyball” already has grossed more than three times its opening ($19 million) after just four weeks. By comparison, Sony’s “The Social Network,” which opened with $23 million and had dropped 29% in its fourth frame, had cumed $73 million by this time last year. “The Social Network” ended up with almost $97 million domestically. Summit’s “50/50,” meanwhile, reached $25.6 million as of Oct. 19, a three-times multiple so far, though its opening bar ($8.6 million) was much lower than “Moneyball’s” and the film has just three weeks of playtime. Last year, the distrib’s sturdy adult offering “Red” opened with $21.8 million; midway through its third frame, that film had yet to cume a comparable three-times multiple. “Red” wound up grossing a stellar $90 million, however. The current trajectory of both “Moneyball” and “50/50,” added to the playability of comparable past pics, should keep bizzers optimistic. But more fall adult fare will certainly make B.O. conditions competitive.
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