UK Box Office May 1-3: AGE OF ULTRON fights off UNFRIENDED

10:22 AM

Avengers: Age of Ultron held on to the top spot for a second week in a row this week - taking in $13 million. Surprising us all with a solid entry at number 2 is Far From the Madding Crowd - the film took in $2.2 million which is really good for this type of movie. Unfriended also did solid business, opening at number 3 with $2 million.

The only other entry within the top 10 was the animated flop Two by Two - the film opened at number 7 with a modest but disappointing $864K.

Here is a visual diagram of what this weeks top 10 looks like:
The top 10 made a strong $22.8 million this weekend - 57% of that belonging to Avengers: Age of Ultron. This is down 34% on last weekend but is up 92% on this time last year.

Unsurprisingly, Avengers: Age of Ultron held on to the number 1 spot, dropping 53% - this is 5% steeper than the first film which also took in around $13 million on its second week of release. Age of Ultron took in $13.1 million this weekend which brings its total to $49.2 million - the $50 million mark will definitely be crossed. This means that by next week, we will have had 3 films pass $50 million in the UK (Furious 7, Fifty Shades of Grey) in 4 months in comparison to last year which only had 5 in 12 months - the UK Film industry is growing once again! If Age of Ultron continues to perform similarly to the first film, it will probably end up with $80-85 million.

Far From the Madding Crowd was a surprise hit this weekend! The film had very low marketing but was probably successful due to counter programming with the Avengers - the film was aimed at the older market who are less likely to see the Avengers. This led to the film taking in $2.21 million. If the film has strong holds like Woman in Gold', it could go on to make $6-8 million.

Opening in 3rd is Unfriended. The horror hit took in $2.05 million this weekend. Despite opening in 3rd, the film had the second strongest per-cinema average. This suggests that if it had a wider release, it would have opened higher. This also shows signs of the holds being strong - unlike recent horror films Angel of Death (65% second week drop) and Deliver Us From Evil (65% second week drop). Unfriended also has a chance at reaching $6-7.5 million by the end of its run - this is also quite likely as the film has had reviews that are strong for a horror film.

Furious 7 continued its decline out of the race this weekend - dropping a steady 32%. The film took in $1.7 million which brings its new total to $55.7 million. The film is on track to close with around $60 million.

In its 7th week of release, Home is still in the top 5! Climbing 7% this week, the film took in $1.1 million - this increase is probably due to the fact that it was a bank holiday weekend so families went to the cinema. Home's new total is $33.2 million which is really impressive and confirms that Home was the hit that Dreamworks animation needed! Home is on track to close with $35-38 million.

Cinderella slipped to 6th place this weekend - falling just 12% - another strong hold. The film took in $1.03 million this weekend which brings its new total to $29.45 million - Maleficent's $32 million may be reachable for this film! The film will likely close with just below $32 million ($31.5 million).

Debuting at 7th place is the animated Two by Two. This odd film received little marketing and terrible reviews (20% on Rotten Tomatoes) - this $864K start is not very surprising. The film will likely drop off fast and reach $1.5-2 million.

Dropping to number 8 this week is Spongebob: Sponge Out of Water which slipped 20%. This is another strong hold - not only for the movie but for the whole box office. The film took in $310K which brings its new total to $11.84 million. Spongebob may close with around $13 million by the end of its run.

In 9th place this week is Woman in Gold - even though the film got off to an extremely slow start, the film has managed to stay within the top 10 for 4 weeks! The film dropped 33% this weekend which is also strong. The film took in $289K this weekend - passing the $3.5 million total mark I set last week - is $4 million now on the cards for the modest surprise hit?

Rounding out the top 10 is Child 44. Out of 10-2, the film dropped the steepest (51%). The film took in $174K this weekend which brings its new total to $1.9 million. The film will definitely pass $2 million so $2.2-2.5 seems like a reasonable closing point even though this will likely be the last time we see this in the top 10.

Look out for THE AGE OF ADALINE next weekend!

Next week predictions:
1. Age of Ultron
2. A Royal Night Out
3. Far From the Madding Crowd
4. The Age of Adaline
5. Spooks - The Greater Good
6. Furious 7
7. Unfriended
8. Home
9. Cinderella
10. Spongebob: Sponge Out Of Water

What do you think the chart will look like next week? - COMMENT BELOW

See You Soon!

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