“The Great Gatsby,” Baz Luhrmann’s 3D stylization of the classic American novel, represents one of the few female-targeted pics in a summer chock-full of male-driven popcorn fare. And women should make the Warner Bros. pic worth watching at the box office.
Tracking for “Great Gatsby,” which cost $100 million including Australian tax rebates, has been growing into the high-$30 millions or more, despite being sandwiched between two major tentpoles — “Iron Man 3” and “Star Trek Into Darkness.” The former film scored a massive $174 million domestic opening and should earn roughly half that this weekend, easily landing it at No. 1 domestically for the second time. “Star Trek,” meanwhile, is tracking at north of $90 million next weekend.
In just three weeks, Disney-Marvel’s “Iron Man 3” has amassed a sensational nearly-$770 million globally, with a Stateside cume north of $200 million.
Still, “Gatsby,” which launches Friday at 3,535 locations, has secured a solid footing with female moviegoers. The film represented 65% of Thursday’s ticket sales, according to Fandango.
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Robust advanced sales for “Gatsby” have Warner execs encouraged for several reasons: First, they suggest “Gatsby” has significant heat behind it, despite early mixed critical response. That’s important because women typically are the most swayed by reviews. And depending on word-of-mouth, the film could grow shapely legs on Mother’s Day and throughout the coming weeks.
Warner hopes to kickstart buzz early by launching the film at approximately 2,500 locations starting at 10 p.m. Thursday. The studio says a $2 million late-night gross would be a solid start for “Gatsby,” comparable to pics like “Oz the Great and Powerful” and last year’s “Snow White and the Huntsman.”
“Gatsby,” which stars Leonardo DiCaprio, Carey Mulligan, Tobey Maguire and Joel Edgerton, originally was dated for last Christmas, but Warners switched gears and settled on a summer release in 3D. The film opens the Cannes Film Festival on May 15, marking the first time in recent memory that a film screens in Cannes after its Stateside release.
In an attempt to make the film fit the summertime mold, Warners is marketing “Gatsby’s” flashier elements, including an attractive cast and original music from stars like Jay Z, Fergie and Beyonce Knowles.
Also, the industry has high hopes for “Gatsby” in 3D as an important litmus test for other 3D dramas. But expectations shouldn’t be too high. It’s unlikely that “Gatsby” will attract more than 40% and 45% of ticket sales from 3D, a similar perf to “Iron Man 3.”
Lionsgate’s Tyler Perry-produced “Peeples” bows this weekend at 2,041 Stateside locations. The film, which is targeted mostly to African-American women, is expected to land somewhere in the high-single digits through Sunday.
Meanwhile, Roadside Attractions expands its Southern coming-of-ager, “Mud,” to more than 850 Stateside engagements, up from 576. The film has been playing solidly at commercial houses, with more than $5 million so far domestically.