'Wrath of the Titans,' 'Mirror Mirror' open wide
Taking into account its fervent fanbase and strong mid-weeks, “The Hunger Games” B.O. steamroller is likely to keep on flattening competitors this weekend, despite a pair of wide releases: Warner Bros.’ “Wrath of the Titans” and Relativity Media’s “Mirror Mirror.”
Lionsgate’s “Hunger Games” has parlayed its record-breaking $152 million opening into top-notch daily perfs for a $182 million domestic cume as of Wednesday. If the film drops 65% in its second frame — better than “Twilight” installments “New Moon” and “Breaking Dawn: Part 1” — “Games” would land in the neighborhood of $55 million through Sunday.
“Hunger Games” is still monopolizing the majority of online ticket sales: Fandango, for instance, reported that “Games” accounted for 71% of the site’s sales on Thursday, while “Wrath” and “Mirror” each collected just 7%.
Pre-weekend tracking for “Wrath” suggests the film will top out in the low $40 millions; “Mirror” should range in the low-to-mid $20 millions.
The Warner-Legendary Pictures 3D sequel to 2010’s “Clash of the Titans” should have a sizeable debut internationally, as it bows day-and-date in nearly every major market except Japan. “Mirror Mirror,” meanwhile, bows this weekend in Australia and Mexico, with other key markets set to follow throughout April.
Last weekend, “Hunger Games” launched in 67 markets to an opening overseas take of $59.3 million. Pic has no major expansions this weekend.
In limited release domestically, the Weinstein Co. unveils its much-talked about unrated docu “Bully” at five locations. Millennium Entertainment’s Clive Owen-thriller “Intruders” opens at 33.
“Wrath” and “Mirror” could potentially overperform — the former pic will benefit from higher 3D ticket prices (pic has 2,900 3D locations of its total 3,545), added to 293 Imax runs. Interestingly, “Mirror” debuts wider than “Wrath,” at 3,630 playdates, and targets the difficult-to-predict family sector, which could further boost opening prospects.
“Wrath” isn’t expected to reach the same heights as its predecessor, due to a few key differences: “Clash” opened on Good Friday, with 81% of kids out of school. That pic also, for better or worse, earned headlines criticizing its 3D conversion for weeks leading up to its release.
It’s hard to say how much the original’s negative 3D buzz will affect “Wrath” — or if audiences even remember. Warners apparently learned its lesson, reportedly paying at the high end of 3D conversion rates for “Wrath,” at around $15 million. Pic’s pricetag is comparable to the original’s $125 million budget, according to sources.
Relativity, meanwhile, has far less exposure on “Mirror Mirror,” at around $30 million after foreign pre-sales, a Netflix deal and tax rebates. In total, “Mirror” cost $85 million.
The studio positioned its take on the Snow White tale as a family film, with pre-screening programs in the top U.S. markets, as well as digital marketing initiatives on sites such as Nick.com. Relativity also mounted an aggressive mommy blogger outreach and created apps for girls to dress up Snow White.
“Mirror” should appeal best to parents with young kids, while “Wrath” targets mostly male fanboys, who gravitate to Imax releases. “Hunger Games” should continue to attract all audiences, including adults who avoided opening weekend.