Open Road pic bests competish despite boost from online coupons

Yesterday’s bow for “The Grey” was anything but drab as the Open Road opener grossed $6.5 million from the domestic B.O.

Pic is the second release from the fledgling distribbery after “Killer Elite,” which cumed $25 million domestically last year. “Grey” will likely make between $16 million and $18 million through Sunday.

Both of the frame’s other two openers paired with online coupon merchants in hopes of a B.O. boost, and Lionsgate’s “One for the Money” got just that. Despite modest midweek interest, sales boosted by Groupon participation bumped the Katherine Heigl-starrer to second place with $4.1 million Friday and full weekend estimates in the mid-teens.

It is hard to say, however, how much of that coin Lionsgate will actually receive. One insider suggested “Money’s” $6 coupon rate, which goes wholly to the exhibitor, is being added to weekend estimates at full-price ticket costs, artificially inflating the film’s reported gross.

Summit, conversely, sold tickets through Livingsocial and earned $2.5 million for fifth place yesterday. The mini-major, recently acquired by Lionsgate which is distributing a direct competitor this frame, is anticipating around $7.5 million for the weekend.

Holdovers comprised the rest of the big players. Sony/Screen Gems’ “Underworld Awakening” earned $3.4 million for third, followed by Fox’s “Red Tails” with $2.8 million yesterday. Pics have cumed $36 million and $26 million Stateside, respectively.

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