Weekend Box Office Report

Phil Crone

My Llorona
Despite some hefty pricing ensuring a box office crown, projections had it tight between "The Curse of La Llorona" and "Shazam!" this weekend. However, it proved to be no contest as "La Llorona" performed much more like FML Pricing expected than the final projections as it went on to win the weekend by nearly $10M, grossing $26,347,631. As expected, the horror movie about the famous Mexican witch got more of its gross from its Hispanic audience than its tenuous connection to "The Conjuring" universe - 49% of its OW audience was Hispanic. Despite overperforming its projections, "La Llorona" will have to wait to make a meaningful FML impact, as it does not make your Perfect Cineplex this weekend despite finishing second in value.

Captain Curtain Call
This week's top two consensus lineups had the same thing in common: a play for a "Captain Marvel" Best Performer Bonus. In case you've been living under the world's biggest rock, "Avengers: Endgame" is releasing in a few days, and "Captain Marvel" plays a role in the events of "Endgame." With no major new releases and the last weekend before what will likely be the highest grossing movie of 2019 hits theaters, moviegoing habits prove to be not much different than study habits with last minute cramming prior to "Endgame." We saw a similar phenomenon last year when "Black Panther" saw an impressive hold the week prior to "Avengers: Infinity War," but "Black Panther" did at least act like 99% of wide releases and decline from the previous week. "Captain Marvel" actually managed to post an increase from last week, bumping its grosses by 6% to $9,105,610 and taking the BP bonus with $85,902/Bux. That gross also pushed "Captain Marvel" past $400M domestic and within striking distance of the domestic grosses of both "Captain America: Civil War" and "Iron Man 3."

Once "Captain Marvel's" BP was decided, it was time to find the PC between a handful of viable options. 249 players opted for the Most Played Cineplex of "Shazam!" x1/"Captain Marvel" x7 while 214 players screened "La Llorona" x1/"Captain Marvel" x6/"Amazing Grace" x1. Lucky for MPC players, "Shazam!" also caught a little "last chance bump" and posted a strong hold, grossing $16,464,508 and anchoring the PC that grossed $99,203,778 for the 249 MPC players. This marks the second time this month that "Captain Marvel" performed so well, it knocked the box office champ out of the PC despite said champ finishing second in value. That has to be a record. I'm not even looking it up.

One person to not screen that MPC was our season leader, Doof Warrior. Although it didn't seem to matter as Doof maintains a $20M lead over Jorge P as we head into Week 9 of the Season Showdown.

We're in the Endgame Now
There's one new wide release on the slate this week, and it's "Avengers: Endgame." The culmination (for now) of a 22 movie arc finally releases this Friday. Not surprisingly, "Endgame" will be a daily split, and the only reason it isn't split further is because box office totals aren't reported by the hour. Set your lineups by Friday Noon Eastern/9 AM Pacific and we'll see you here next week!