"The Hobbit" experienced a significant 57% drop off in its second week
"Jack Reacher" opened this past weekend in second place with a modest $15.6 million
Judd Apatow's "This is 40" also opened this weekend at $12 million to take third place
It was a fairly slow weekend at the box office.
Despite a record-breaking opening, “The Hobbit: An Unexpected Journey” experienced a significant 57% drop off in its second week, bringing in an estimated $36.7 million, with an $8,952 per screen average. This brings “The Hobbit’s” ten-day gross to $149.9 million, tracking about 8% behind “The Lord of the Rings: The Return of the King’s” ten-day gross.
Paramount’s “Jack Reacher” (Cinema Score: A-) opened this past weekend in second place with a modest $15.6 million. Based on the popular Lee Child-created character, the Tom Cruise action flick has been somewhat of a box office wild card and will have to struggle to maintain momentum to make up the costs for the $60 million production.
The weekend prior to the Christmas holiday isn’t usually the strongest at the box office, but last year Cruise’s “Mission: Impossible – Ghost Protocol” opened wide on December 21 at $29.6 million. As many have already mentioned, “Jack Reacher” fans are perhaps put off by the casting, since the character is supposed to be physically imposing at 6’5″.
Judd Apatow’s comedy “This is 40” (Cinema Score: B-) also opened this weekend at $12 million to take third place. Though not abysmal, it doesn’t hold a candle to the $22.7 million, number one opening for “Funny People,” Apatow’s last directorial effort. But of course, “Funny People” starred Adam Sandler, which likely contributed to the strong opening.