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The movie, from Disney and 20th Century
Studios, collected $26 million from 4,165 North American
theaters. Given its production budget above $100 million, those
ticket sales wouldn't be much to celebrate in pre-pandemic
times, but isn't a bad result as a plague sweeps the globe.
Overseas, "Free Guy" amassed $22.5 million for a global tally of
$51 million.
"Free Guy" marks an interesting test for the film exhibition
industry because it's playing exclusively in theaters, which is
a rarity these days. Many high-profile films that premiered
during the pandemic, such as Marvel's "Black Widow" and "The
Suicide Squad," were available on streaming platforms on the
same day as their theatrical debuts. The few films offered only
in theaters, like Universal's "F9," Emily Blunt and John
Krasinski's follow-up "A Quiet Place Part II" and Paramount's "G.I.
Joe" origin story "Snake Eyes," were each sequels in popular
film franchises, unlike "Free Guy," which is based on an
original concept and isn't part of an existing movie universe.
Though COVID-19 is undoubtedly deterring people from visiting
their local multiplex, "Free Guy" -- which is directed by Shawn
Levy ("Stranger Things," "Night at the Museum") and co-starring
Jodie Comer and Taika Waititi -- had several factors working in
its favor. Thanks to strong reviews and an "A" CinemaScore from
audiences, it enjoyed positive word-of-mouth over the weekend.
The PG-13 film also benefitted because it appealed to older
males, a demographic that has appeared to be less wary about
returning to the big screen. In the case of "Free Guy," 59% of
opening weekend ticket buyers were male and nearly 80% were
above the age of 18. Movies geared toward younger crowds, like
Disney's "Jungle Cruise," "Space Jam: A New Legacy," have been
harder sells because families, especially those with
unvaccinated children, have been more reluctant to go to
theaters.
David A. Gross, who runs the movie consulting firm Franchise
Entertainment Research, says "Free Guy" had "a very good opening
under difficult conditions." Still, he points out, the movie
business isn't close to returning to normalcy because COVID-19
cases continue to surge and vaccination efforts have slowed.
"Moviegoing has shown flashes of strength during the summer, but
the Delta variant has dampened any sustained improvement above
50%," Gross says. "In a healthy market, movies would be opening
considerably higher and holding better."
This weekend's other new nationwide releases, Sony's thriller
"Don't Breathe 2" and MGM's Aretha Franklin biopic "Respect,"
each arrived in line with expectations, though neither did much
to galvanize ticket buyers.
The sequel to "Don't Breathe" secured second place on box office
charts, earning $10.6 million from 3,005 venues in its first
three days of release. With a budget of $15 million, it's a
decent start for the R-rated movie that takes place after a
deadly home invasion. However, it's a steep decline from its
predecessor, 2016's "Don't Breathe," which debuted to $26.4
million and ended its run with $89 million in North America and
$157 million globally.
"Respect" notched the No. 4 spot, with $8.8 million in ticket
sales from 3,207 screens in the U.S. and Canada. The film,
starring Jennifer Hudson as the Queen of Soul, received good but
not great reviews, and it may struggle to achieve profitably in
its theatrical run given its $55 million price tag. However,
"Respect" has resonated with audiences, landing a strong "A"
CinemaScore, which could give the film a long life on the big
screen.
"Respect" finished the weekend behind Disney's "Jungle Cruise,"
now in its third weekend of release. The family friendly
tentpole, led by Dwayne Johnson and Emily Blunt, added another
$9 million to its domestic tally, which currently sits at $82
million. Globally, "Jungle Cruise" has grossed $154 million to
date.
Rounding out the top five is "The Suicide Squad" with $7.7
million from 4,019 locations, representing a brutal 72% decline
from its inaugural weekend. The comic book adaptation, based on
a band of less-than-desirable super-villains, is currently on
HBO Max and has made $42 million at the domestic box office so
far.
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