‘This is 40’ Box Office news

22 Dec

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The first solid box office figures for This is 40 are in and they are slightly below what was expected. I read universal is expecting it to take in the low teens this weekend, I also read that the movie is not expected to open big but to have consistent numbers over time.(referred to as multipliers)

I heard the movie got a Cinemascore of B-

Deadline.com is reporting the following

3. This Is 40 (Universal) NEW [Runs 2,912] R
Friday $4.0M, Weekend $12.0M

Adult pictures don’t open big this time of year but then they go on to enjoy huge multiples. The studio wasn’t expecting the so-so reviews fgr This Is 40 but is expecting Judd Apatow fans to turn out over the weekend. Remains to be seen if tonight’s ‘B-’ CinemaScore from audiences hurts word of mouth. Universal knew tonight could swing anywhere between $3M to $4.5M depending on how the R-rated dramedy fared on Friday Date Night. I don’t agree with rival studios calling this openign “soft” just because This Is 40 had identical tracking to Jack Reacher. (“I’m surprised it’s so far behind. And for a movie that Universal sent out Academy screeners in November, it garnered only 49% positive reviews,” one rival studio exec snarked to me tonight.) It’s a way different genre though equally cheap. But let’s see if it has a better holiday multiple.

 

~Deon

 

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