Although the steamy romance film fell 73 percent in its second weekend of release, Fifty Shades of Grey remains on top with an additional $23.2 million.
The adaptation of E.L. James’ erotic bestseller, which cost $40 million to produce, revolves around a masochistic relationship between a college student and a businessman, whose desires for extreme intimacy pen from secrets in his past.
“This was a movie that was a cultural event, and in order to be a part of it, the core constituency wanted to get out there and see it right away so they could talk about it,” said Paul Dergarabedian, senior media analyst at Rentrak. “The interest level was always going to be geared towards the opening weekend.”
Universal Pictures and Focus Features’ Fifty Shades earned a C plus CinemaScore from moviegoers, and a dismal 25 percent Rotten Tomatoes rating from critics. Thus far, the film has raked up a total of $130.1 million, but could unlikely surpass the $200 million mark domestically given its recent decline. On the global scale, Fifty Shades has successfully collected $410.6 million, remaining number one internationally in its second week, as well.
“The drop is almost meaningless because the film has made 10 times its budget worldwide in 10 days,” said Dergarabedian. “It’s one of those movies that’s going to be so profitable that Universal will be happy to accept that second weekend drop.”
Holdover Kingsman: The Secret Service landed in second place on the domestic charts with $17.5 million. The action adventure about a group of spies has gathered $67.1 million after two weeks in theaters. Following in third place is The SpongeBob Movie: Sponge Out of Water with $15.5 million at the box office. The Paramount Pictures film has grossed $125.2 million after three weeks.
The weekend’s new release Hot Tub Time Machine 2 struggled at the box office, debuting with a C minus CinemaScore and an estimated $5.8 million, much less than the predicted $13 million. The raunchy comedy, which cost only $14 million to produce, brings back stars Rob Corddry, Craig Robinson and Clarke Duke, as well as franchise newcomer Adam Scott.
“We’re disappointed,” said Megan Colligan, president of worldwide distribution and marketing at Paramount Pictures. “The movie is so funny and the guys worked hard. It’s never fun to miss. The movie benefits from walk up business and the country is experiencing such an insane frost,” she said. “It’s dangerous and unpleasant to go out, so it becomes easy for a lot of people to convince themselves to stay inside.”
Another box office newcomer was McFarland, USA, landing in fourth place with $11.3 million in its debut weekend. The sports drama, which nabbed an A CinemaScore, is based on the true story of a 1987 cross-country team and stars Kevin Costner as the high school coach. The Niki Caro-directed film also stars Carlos Pratts, Valente Rodriguez, Maria Bello and Morgan Saylor.
“The true story of it all is why folks most want to see the movie,” said Dave Hollis, Disney’s distribution chief.
The Duff picked up $11 million when it debuted over the weekend in 2,575 locations as well as an A minus CinemaScore, rounding out the top five on the charts. CBS Films and Lionsgate’s romantic comedy cost $8.5 million, and catered primarily to females (75 percent) and younger moviegoers (68 percent under the age of 25).
“We knew exactly who the audience was,” said David Spitz, executive vice president of distribution at Lionsgate. “We think we’ve built an effective and efficient campaign, and with a clear runway it will continue to perform well at the box office.”
Parenthood’s Mae Whitman stars as Bianca, who makes herself over after learning she’s the “designated ugly fat friend” of her more popular friends. Alongside Whitman, the cast includes Robbie Amell, Bella Thorne, Bianca A. Santos and Skyler Samuels.
“It shows that if you make something that the female audience wants to see, they really do show up,” said CBS Films president Terry Press, who made The Duff.
Top 10 Films at Weekend Box Office: February 20-22
- Fifty Shades of Grey — $23.2 million
- Kingsman: The Secret Service — $17.5 million
- The SpongeBob Movie: Sponge Out of Water — $15.5 million
- McFarland, USA — $11.3 million
- The Duff — $11.0 million
- American Sniper — $9.7 million
- The Hot Tub Time Machine 2 —$5.8 million
- Jupiter Ascending — $3.7 million
- The Imitation Game —$2.6 million
- Paddington —$2.3 million
