DreamWorks Animation SKG Inc.’s “Puss in Boots” remained atop the North American box office in its second weekend, holding off several newcomers. The animated kiddie flick featuring the voices of Salma Hayek and Antonio Banderas raked in $33 million in box office receipts to maintain the top sales spot in its second week in theaters. Viacom Inc.’s Paramount Pictures distributed the “Shrek” franchise spin-off, which earned a $34.1 million on its opening weekend now grossing $75.5 million.
According to Anne Globe, DreamWorks Animation’s head of worldwide marketing and consumer products, the studio’s marketing plan included a two-weekend strategy and released a similar amount of advertising and push from promotional partners as the week before. The film was also helped by good word of mouth, as the previous weekend’s combination of Halloween, the World Series, and poor weather in many parts of the country kept many from going to the movies.
“Tower Heist,” an $85 million comedy from Comcast Corp’s Universal Pictures, earned $25.1 million to take second place for the weekend. The film, which stars Ben Stiller and Eddie Murphy as thieves targeting a Bernie Madoff-like embezzler, performed on the lower end of Universal’s expectations, which the studio’s President of Distribution Nikki Rocco attributed to the “general malaise” in the movie-going marketplace. The audience for “Tower Heist” leaned towards an older female demographic, with women making up 56% of moviegoers and an over-30 crowd making up 62%.
The holiday-themed A Very Harold & Kumar 3D Christmas released by Time Warner Inc.’s Warner Bros. Pictures opened to disappointing numbers, with an estimated $13.07 million in box office receipts this weekend. The $20 million Kal Penn and John Cho-fronted film earned slightly less than the film’s prior installment, Harold & Kumar Escape from Guantanamo Bay, which opened in 2008. The franchise, however, has always found most of its success in the home entertainment market, says domestic distribution executive Jeff Goldstein, who notes that the first film in the franchise only made $18.3 million in theaters but became a cult hit on DVD. The R-rated comedy, which made 95% of its gross from 3-D showings, played well to its core audience of young males. According to exit data, 62% of the audience was male and 73% were under the age of 35.
Rounding out the top five this weekend were the spooky Paranormal Activity 3 ($8.5 million) and Justin Timberlake’s sci-fi flick In Time, which earned $7.7 million for a fifth place finish. Next weekend sees the release of Jack and Jill as well as Clint Eastwood’s biopic J. Edgar.
This week’s US box office top ten (studio estimates):
1. Puss in Boots – $33 million
2. Tower Heist – $25.1 million
3. A Very Harold and Kumar 3D Christmas – $13.1 million
4. Paranormal Activity 3 – $8.5 million
5. In Time – $7.7 million
6. Footloose – $4.55 million
7. Real Steel – $3.4 million
8. The Rum Diary – $2.98 million
9. The Ides of March – $2 million
10. Moneyball – $1.9 million
