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.
Want Entertainment News First? Sign up for Variety Alerts and Newsletters!