Box Office Wrap Up: July Ends with Sad Emoji.
A listless July is capped off by a cruddy product placement movie. Shameful.
It is perhaps fitting that the final week of July saw a cynical marketing ploy dressed up as a feature film crash and burn on the runway. Neither of the new arrivals could unseat Christopher Nolan’s war epic, Dunkirk, on a weekend where even the number one film couldn’t break 30 million dollars in sales. Last week we speculated that The Emoji Movie was going to have to pull off a Lego Movie sized upset in order to salvage the month. Clearly, that didn’t happen.
This Week in Box Office History.
This week was the final nail in a pretty awful July coffin. Sales at the box office were down 18% versus last week, and 22% versus last year. Add that to a month where only one week over-performed the previous year, and you get an uglier picture: July 2017 has the lowest revenue for movie tickets since 1995. Want to know what was stinking up the box office in July 1995? Waterworld.
This year will probably be remembered as the Summer without a hit. The closest thing we had to a big box office winner was Spider-Man: Homecoming with a domestic take of 278 million. Only three films managed to earn more than 100 million dollars during July. That pales in comparison to last summer where the top film easily broke 300 million dollars and there were double the number of movies over the 100 million dollar milestone. If it weren’t for the incredible longevity shown by Wonder Woman, July would have been a complete disaster.
Top Three Movies.
Dunkirk retained the top spot this week, adding 28 million dollars to its cumulative take. The Chris Nolan war flick has topped 100 million dollars in just two weeks, a glimmer of light in an otherwise lackluster week.
Second place went to The Emoji Movie. Sony’s marketing bonanza failed to win it first place, with the film taking in 25 million dollars in its first week. While that is low for a summer animated flick (even Angry Birds, another app based animation, managed 38 million on launch) Sony hedged their bets by spending nearly no money to make The Emoji Movie. It shows!
Girls Trip had another fantastic weekend, rounding out the top three. With a take of 20 million dollars and a very modest drop of 35% from last week, this trip doesn’t look to be coming to an end any time soon. When you compare its 65 million dollar take in just two weeks versus its tiny budget of 19 million dollars, you can be sure that a second outing is already getting planned.
The other wide release, Atomic Blonde, wound up in fourth place this week. I’m sure the studio was hopeful for earnings greater than 18 million dollars, especially with the similar styled John Wick 2 taking in 38 million dollars this year. Atomic Blonde did manage to better Wick’s first outing and earn even with Ghost in the Shell, another female led action film. We thought the movie was fantastic, and critics have been favorable, so hopefully this film has the staying power of other female friendly films such as Wonder Woman and Girls Trip.
Valerian and the City of a Thousand Planets fell another three spots to eighth place this week. The film has really failed to launch at home and abroad, taking in only 30 million dollars at home and 3 million abroad. China is going to have to deliver big time for Luc Besson if he hopes to make back any part of the 210 million dollars that was sunk into this space travesty.
We talked about how long-lived features aimed at women have been this summer, which brings us to Wonder Woman. Hanging tough at the tenth spot, the warrior princess is just 5 million dollars shy of breaking the 400 million dollar mark. It’s quite a testament to fans that this film has remained as popular as it has more than two months after release.
Top Ten Movies.
1. Dunkirk (28.1)
2. The Emoji Movie (25.6)
3. Girls Trip (20.0)
4. Atomic Blonde (18.5)
5. Spider-Man: Homecoming (13.4)
6. War for the Planet of the Apes (10.3)
7. Despicable Me 3 (7.7)
9. Baby Driver (4.0)
10 Wonder Woman (3.5)