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Box Office: ‘The Butler’ Takes Down ‘One Direction’ in Four Days

Weinstein holdover is the first film in 2013 to win three straight frames

With the dust having settled, the victory in the weekend’s close battle for No. 1 goes to the Weinstein Co.’s “Lee Daniels’ The Butler,” which collected a revised $20 million in four days. Sony’s music docu “One Direction: This Is Us” settled for second place, grossing $18 million through Monday.

The swap wasn’t all too surprising since most rival distributors on Sunday estimated “The Butler” to win the long weekend. That said, “This Is Us,” which earned $15.8 million Friday-Sunday, still lead the three-day frame, thanks to a frontloaded $3 million Thursday late-night tally. “The Butler” made $14.9 million in three days.

The four-day win for “The Butler” makes it the first film so far this year to stay atop the domestic box office for three straight weekends.

SEE ALSO: Film Review: ‘Lee Daniels’ The Butler’

Internationally, Sony lead the weekend with “Elysium” and “This Is Us” grossing $17.9 million and $14.5 million, respectively. Sony expanded “Elysium” to a few major markets, including South Korea and Italy, bringing the pic’s overseas total to north of $97 million.

“This Is Us,” meanwhile, bowed day-and-date in 53 markets, led by the U.K., which contributed $5.7 million, including previews.

The film, which cost just $10 million to produce, represents an interesting cross-divisional project primarily for Sony Pictures and Sony Music, which represents the Brit-pop boy band. Not surprisingly, the docu earned 87% of its opening from women, with 67% of the audience under 17.

SEE ALSO: Film Review: ‘One Direction: This Is Us

Proving less successful over the long holiday weekend were Warner Bros.’ Selena Gomez actioner “Getaway,” which bottomed out with just $5.5 million through Monday, and Focus Features’ thriller “Closed Circuit,” grossing $2.2 million Friday-Monday. Pic bowed midweek, with just north $3 million.

‘Instructions’ for a Latino hit

Marking the largest debut for a Spanish-language film, Lionsgate’s “Instructions Not Included” grossed a revised $10 million in four days from only 347 locations. Pic already is the highest-grossing film for Hispanic-targeted label, Pantelion, a joint venture between Lionsgate and Televisa.

“A lot of people will say this film came out of nowhere, but we spent a lot of time and energy marketing the film to our core audience,” said Pantelion CEO Paul Presburger. “We didn’t rely just on Univision, we also bought outdoor media and radio that would hit family and women demographics.”

Instructions Not Included” scored a rare ‘A+’ CinemaScore. Lionsgate plans to expand the film Friday to approximately 500 theaters in general-skewing markets.

Domestic

Film (Weeks in release): 4-day gross*; 3-day gross*; Locations; Per-theater average; Cume*; Percentage change

  1. The Butler (3): $20.0; $14.9; 3,330; $6,009; $79.3; -10%
  2. One Direction … Us (1): $18.0; $15.8; 2,735; $6,581; $18.0; —
  3. We’re the Millers (4): $15.9; $12.7; 3,445; $4,624; $112.9; -3%
  4. Planes (4): $10.7; $7.7; 3,259; $3,273; $73.8; -10%
  5. Instructions Not Included (1): $10.0; $7.9; 347; $28,818; $10.0; —
  6. Elysium (4): $8.3; $6.4; 2,539; $3,269; $80.4; -7%
  7. The Mortal Instruments (2): $6.8; $5.5; 3,118; $2,181; $24.3; -42%
  8. The World’s End (2): $6.2; $4.8; 1,553; $3,992; $18.0; -46%
  9. Percy Jackson … Monsters (4): $6.1; $4.4; 2,393; $2,528; $56.6; -16%
  10. Getaway (1): $5.5; $4.5; 2,130; $2,596; $5.5; —

Overseas

Film (Weeks in release) 3-day gross*; Territories; Screens; Int’l cume*; Global cume*; Percentage change

  1. Elysium (4): $17.9; 55; 5,095; $97.7; $178.1; -11%
  2. One Direction … Us (1): $14.5; 53; 2,490; $14.5; $32.5; —
  3. The Conjuring (7): $12.1; 41; 4,300; $109.5; $243.7; -32%
  4. Percy Jackson … Monsters (4): $11.4; 48; 6,630; $82.7; $139.3; -38%
  5. Monsters University (11): $11.0; 54; n/a; $450.9; $715.1; -44%

*in millions of $

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