Bloomberg News

Marvel’s ‘Guardians’ Tops Box Office With $94 Million

August 03, 2014

Britain Guardians Of The Galaxy Premiere

U.S actress Zoe Saldana arrives for the European Premiere of Guardians Of The Galaxy at a central London cinema, Thursday, July 24, 2014. (Photo by Jonathan Short/Invision/AP)

“Guardians of the Galaxy,” the latest action film from Walt Disney Co. (DIS:US)’s Marvel Studios, opened as the top weekend picture in cinemas, smashing forecasts with ticket sales of $94 million for the best August opening ever.

The picture, a funnier take on usually serious super-hero films, was forecast to pull in $72 million to $75 million, the estimates of BoxOfficeGuru.com and BoxOffice.com. “Get On Up,” a biopic about singer James Brown from Universal Pictures, opened in third place with sales of $14 million, researcher Rentrak Corp. said today in an e-mailed statement.

With “Guardians,” Disney and Marvel are bringing a scrappy, less-known group of comic-book heroes to cinemas, with an eye toward a new film series. The studio spent $170 million making the movie, according to Box Office Mojo, and many millions on marketing, adding up to a big bet. “Guardians” opened in 4,080 theaters, the biggest release ever for August, according to Paul Dergarabedian, Rentrak’s senior media analyst.

The sales number “is absolutely astounding, especially since this is not a sequel, and what makes it even more impressive is that it’s based on characters that are not household names,” Gitesh Pandya, editor of Box Office Guru, said in a telephone interview. “It’s a combination of a very strong brand for Marvel, the built-in audience of comic-book fans who know these characters and also the factor that they really made a really good film.”

Saving Galaxy

Sales at Imax theaters totaled $17 million, the best-ever for an August opening. Rentrak said the movie is the third-biggest debut for this year.

Unlike Iron Man, Spider-Man, X-Men and The Avengers, the Guardians come from more-distant reaches of the Marvel archive and stay truer to the comic-book publisher’s edgier early days, said Kenneth Turan, film critic for the Los Angeles Times.

“Blessed with a loose, anarchic B-picture soul that encourages you to enjoy yourself even when you’re not quite sure what’s going on, the scruffy ‘Guardians’ is irreverent in a way that can bring the first ‘Star Wars’ to mind,” he wrote.

“Guardians” stars Chris Pratt as Peter Quill, an American pilot who becomes the target of a unrelenting bounty hunt after stealing a mysterious orb coveted by the super-villain Ronan, played by Lee Pace.

Quill joins with four misfits, and after discovering the true power of the orb, he leads an effort to save the galaxy, according to a studio synopsis of the picture. The film co-stars Zoe Saldana and Dave Bautista, along with the voices of Vin Diesel and Bradley Cooper.

Childhood Poverty

“Guardians” garnered a 92 percent favorable rating as of Aug. 1 from critics at Rottentomatoes.com, a website that distills reviews into a single number, and had a 96 percent positive rating with fans. One of the reasons Burbank, California-based Disney purchased Marvel for more than $4 billion was to bolster its products for boys and young men.

“Get On Up,” from Comcast Corp. (CMCSA:US)’s Universal Pictures, features Chadwick Boseman as the late singer James Brown, known as the Godfather of Soul and The Hardest Working Man in Show Business. Boseman garnered notices playing baseball great Jackie Robinson in the 2013 film “42.”

The new film chronicles Brown’s rise from extreme poverty to become one of the most influential musicians in history, and was directed by Tate Taylor, whose credits include the Civil Rights-era film “The Help.” Nelsan Ellis, Dan Aykroyd, Viola Davis, Lennie James and Octavia Spencer co-star.

Drug Mule

“Get On Up” garnered a 77 percent favorable rating from critics at Rottentomatoes.com and was forecast to bring in weekend sales of $19 million, according to BoxOffice.com.

Among returning films, Luc Besson’s thriller “Lucy,” starring Scarlett Johansson, pulled in $18 million in its second week of release for Universal to place second. BoxOffice.com had forecast revenue of $17.5 million.

Johansson, in the title role, plays a drug mule who accidentally ingests a hormone that frees her from mental and physical limitations, allowing her to exact revenge on her tormentors.

“Lucy” joins a number of smaller-budget movies that have done well this summer, such as “Neighbors” and “22 Jump Street.” The film was made for $40 million, according to Box Office Mojo.

Weekend sales for the top 10 films rose 42 percent to $167.9 million from a year earlier. Sales year to date are down about 6 percent to $6.37 billion.

The following table has U.S. movie box-office figures provided by studios to Rentrak. The amounts are based on gross ticket sales for Aug. 1 to Aug. 2 and estimates for today.

Rev. Pct. Avg./ Total Movie (mln) Chg. Theaters Theater (mln) Wks ================================================================ 1 Guardians $94.0 -- 4,080 $23,039 $94.0 1 2 Lucy 18.3 -58 3,202 5,710 79.6 2 3 Get On Up 14.0 -- 2,468 5,685 14.0 1 4 Hercules 10.7 -64 3,595 2,976 52.3 2 5 Planet Of Apes 8.7 -48 3,283 2,650 189.3 4 6 Planes 6.4 -33 3,241 1,982 47.6 3 7 Purge: Anarchy 5.6 -47 2,656 2,090 63.0 3 8 Sex Tape 3.6 -41 2,500 1,420 33.9 3 9 And So It Goes 3.34 -28 1,816 1,841 10.5 2 10 Most Wanted Man 3.32 24 729 4,560 7.1 2 Top 10 Films Grosses This Week Year Ago Pct. (mln) (mln) Chg. =================================== $167.9 $117.9 +42 Year-to-date Revenue 2014 2013 YTD YTD Pct. (mln) (mln) Chg. =================================== $6,370 $6,784 -6 Source: Rentrak Corp. (RENT:US)

To contact the reporter on this story: Rob Golum in Los Angeles at rgolum@bloomberg.net

To contact the editors responsible for this story: Anthony Palazzo at apalazzo@bloomberg.net Sylvia Wier, Dennis Fitzgerald


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Companies Mentioned

  • DIS
    (Walt Disney Co/The)
    • $94.2 USD
    • 1.31
    • 1.39%
  • CMCSA
    (Comcast Corp)
    • $57.22 USD
    • 0.05
    • 0.09%
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