Kidpic 'Oogieloves' earns new all-time low average for 1,000-plus locations
Labor Day weekend moviegoing results were a mixed bag, as Lionsgate’s “Possession” overperformed with $17.7 million, while self-distributed kidpic “The Oogieloves in the Big Balloon Adventure” failed to generate much of any family interest, with the industry’s lowest per-screen average ever for a wide release.Though the holiday frame still was down by roughly 10% from last year, it proved much more robust than expected — especially for “The Possession,” which was projected to land in the low teens through Sunday. Lionsgate is projecting the film will earn $21.3 million in five days. The Weinstein Co.’s nationwide entry “Lawless,” at 2,888 locations, scored roughly in line with expectations, earning $9.7 million in three days. Pic launched midweek for a five-day total of $11.8 million. “Oogieloves,” however, did significantly worse than the film’s projected $4 million weekend max: The film ultimately grossed a dismal $448,131 in three days, bringing its five-day total to just $673,719. The interactive kidpic , from producer Kenn Viselman, launched at 2,160 locations — the widest berth for a independently distributed family film — and averaged just $207 from Friday to Sunday. That’s the lowest per-screen average of any film ever opening at more than 1,000 engagements. Indie horror pic “Creature” averaged $217 from 1,507 debut locations in 2011. Holdovers showed plenty of grit this weekend: Disney’s “The Odd Life of Timothy Green,” which fell just 15% in its third frame, for an estimated three-day gross of $6.1 million and a domestic cume reaching $35.9 million through Sunday. Lionsgate, meanwhile, occupied the domestic B.O.’s top two spots, with “Possession” and third-weekend holdover “The Expendables 2.” That pic dropped a limited 34% in three days, for an estimated $8.8 million and Stateside cume of $66.2 million. At the specialty B.O., Focus Features’ phone-sex comedy “For a Good Time, Call” averaged a serviceable $6,146 from 23 debut locations. Pic’s three-day total stands at $141,361.