UK Box Office May 8-10: AGE OF ULTRON 3Peats, SPOOKS sneaks in

2:17 PM

Avengers: Age of Ultron held on to the top spot for a third week in a row - taking in just below $5.5 million. Despite the lack of promotion, Spooks: The Greater Good surprised predictions and opened in second with $1.5 million. The Age of Adaline also managed to crack the top 5 with $893K.

Also opening within the chart was Big Game which debuted at number 7 with $839K.

Here is the top 10 (new entries are highlighted):
1. Avengers: Age of Ultron - $5.49 million - Week 3 - down 58% - Total: $63.20 million
2. Spooks: The Greater Good - $1.58 million - Week 1 - NEW - Total: $1.58 million
3. Far From the Madding Crowd - $1.31 million - Week 2 - Down 41% - Total: $5.62 million
4. Unfriended - $1.04 million - Week 2 - Down 49% - Total: $4.38 million
5. The Age of Adaline - $893,250 - Week 1- NEW - Total: $839,250
6. Furious 7 - $863,235 - Week 6 - Down 49% - Total: $59.09 million
7. Big Game - $839,353 - Week 1 - NEW - Total: $839,353
8. Home - $625,824 - Week 8 - Down 44% - Total: $35.46 million
9. Cinderella - $513,181 - Week 7 - Down 50% - Total: $31.38 million
10. Two by Two - $460,532 - Week 2 - Down 47% - Total: $1.87 million

The top 10 made $13.61 million which is quite weak considering the strong numbers we have been used to over the past few weeks - however, that number will shoot up next week. This is down 40% on last week and is also down 39% on the same time frame last year.

Once again, Avengers: Age of Ultron held on to the top spot - matching the 3 weeks that the first Avengers spent at number 1. The film took in $5.49 million this weekend which is down 58% on last weekend. This is 1 million lower than the first films third weekend and is also a 10% more steeper drop - this film has clearly been more front loaded. However, it is not all bad news -Age of Ultron has now grossed $63.20 million and is officially the biggest film of 2015 so far! This is also above the highest grossing film of 2014's total which shows that 2015 is a stronger year for the UK box office. The question is, will Age of Ultron match the first films $80 million? - I think not. With these steep drops and tough competition from Pitch Perfect 2 and Mad Max, Age of Ultron may finish with around $70-75 million.

Spooks: The Greater Good was a surprise hit this weekend! The film had basically no marketing so relied on the knowledge of viewers of the TV show to go and see the film. This technique clearly paid off and the film opened with $1.58 million - the highest new entry on the chart. However, will word of mouth spread about the film so more people will see it or will it be entirely front loaded? Spooks has a chance at closing with or just above $5 million. I have seen the film and the review will go live later this week.

Dropping just 41% this weekend is Far From the Madding Crowd - the critically acclaimed but minimally marketed film is a surprise hit! The film took in $1.31 million this weekend which brings its new total to $5.62 million. The film will definitely pass $6 million and should close with $7.5-9.5 million.

Unfriended is a horror film and managed to avoid the 65% drop! Hurray! The film finished in 4th this weekend, grossing $1.04 million which is down 49% on last weekend. Unfriended's new total is now $4.38 million and the film has a shot at closing with north of $6 million!

In 5th place this weekend is the second highest new entry - The Age of Adaline. The fantasy romance debuted with $893K which is ok considering the film opened below 370 cinemas. However, this is also below similar film Safe Haven's debut in the UK ($1.27 million). The Age of Adaline has had very strong holds in the US which could reflect the performance of the film in the UK - I'm going to set a $3-4 million target for the film.

Furious 7 dropped 49% in its 6th week of release - the film has done incredibly well and any money that it makes from this point onwards is a bonus. The film took in another $863K this weekend which brings its new total to $59.09 million - $60 million is definitely going to be passed by the film - around $61.5 million is likely.

The weakest debut within the top 10 came from Big Game. The film opened at 352 locations which is a medium release. The film took in $839K. This is actually quite impressive considering that the film didn't have much obvious marketing. The film holds a 76% approval rating on Rotten Tomatoes which could suggest word of mouth is strong - I don't have much idea how this will perform but I'm going to set a target for $2.5 million.

In its 8th week of release (around 2 months within the top 10), Home drops just 44%. The film took in $625K which is very impressive for a film with such a long release period. Home has taken in $35.46 million so far and is on track to close with just below $36.5 million - this is also extremely impressive considering the film has received just a 46% approval rating on Rotten Tomatoes.

At number 9, Cinderella drops 50% in its 7th week of release. The film took in $513K this weekend which brings its new total to $31.38 million. This suggests that $32 million is definitely reachable for the film which will be on par with Maleficent despite opening much lower.

Rounding out the top 10 is Two by Two. The odd and critically panned film took in $460K this weekend which brings its current total to $1.87 million - this is around the target that I set last weekend for the film and it is likely that it will not make much more money from now onwards - around $2 million is a realistic closing point.

As you may remember from my last post, I made a prediction for the positions of each film - here are the results 5/10:
1. Age of Ultron - CORRECT
2. A Royal Night Out - WRONG
3. Far From the Madding Crowd - CORRECT
4. The Age of Adaline - WRONG
5. Spooks: The Greater Good - WRONG
6. Furious 7 - CORRECT
7. Unfriended - WRONG
8. Home - CORRECT
9. Cinderella - CORRECT
10. Sponge Out of Water - WRONG

Look out for PITCH PERFECT 2 Next Weekend! 

Next week predictions:
1. Pitch Perfect 2
2. Mad Max: Fury Road
3. Avengers: Age of Ultron
4. A Royal Night Out
5. Far From the Madding Crowd
6. Spooks: The Greater Good
7. The Age of Adaline
8. Unfriended
9. Furious 7
10. Home

What do you think next weeks chart will look like? - COMMENT BELOW!

See You Soon!

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