Thursday, July 5, 2012

The Amazing Spider-Man earns $23.4 million on its second day, bringing two-day total to $59 million.

Well, this is the first (small) sign of trouble.  The Amazing Spider-Man 35% on its second day, earning $23.4 million over July 4th.  It's not a dreadful plunge, and when you remove the $7.5 million worth of midnight screenings on Tuesday, it's closer to a 15% drop.  The film has earned $59.2 million in two days, or exactly what Spider-Man 3 earned on its opening day back in May 2007.  Among the various July 4th openers in recent years, its two-day total puts it ahead of everything save Spider-Man 2 ($64 million), Transformers: Dark of the Moon ($64 million), Transformers ($65 million... also opening on a Tuesday), and Twilight Saga: Eclipse ($92 million, although coming off an insanely front-loaded $30 million at midnight and $68 million over its first 24 hours).  The comparison points should be Spider-Man 2, Transformers 3, and Transformers.  Spider-Man 2 debuted with $40 million on its opening day (Wednesday) but then plunged 41% to $23 million as well.  The difference is that Spidey's second day didn't actually fall on July 4th.  When Transformers debuted on a Tuesday, its Wednesday total actually went up 4% from $27 million to $29 million.  However, when factoring in those pesky Monday-night sneaks (first 1.25 days = $36 million), then Transformers technically dropped 19%.  Without even looking at the whole 3D/IMAX ticket-price bump issue, the adjusted-for-inflation two-day totals for Spider-Man 2 ($81 million) and Transformers ($75 million) are well-above The Amazing Spider-Man's figures. On the plus side, it's been playing identical to Transformers: Dark of the Moon, minus only the $5.5 million worth of 9pm showings that film had prior to the midnight screenings. Two days in, it still looks like The Amazing Spider-Man will end its six day weekend with between $140 million and $165 million.

Scott Mendelson

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