Sony’s Bullet Train, starring Brad Pitt, saw $4.6M in Thursday previews which began at 3pm at 3,596 locations. The pic is estimated to bring in around $30M this weekend as summer’s last big tentpole before a two-and-month drought sans four quad movies.
Interesting to note, though not necessarily a comp since it was branded IP, is that Bullet Train from director David Leitch had previews that were not that far from what his Fast & Furious spinoff Hobbs & Shaw posted back in early August 2019, that being $5.8M.
Next to late summer Thursday previews, Bullet Train is ahead of The Meg‘s Thursday ($4M, $45.4M opening) and also last year’s The Suicide Squad at $4.1M (even though that latter title was day and date on HBO Max and saw a start of $26.2M).
Critics are sour on Bullet Train at 53% on Rotten Tomatoes, but audiences love it more at 83% on RT.
Universal/Dreamworks’ Easter Sunday starring Jo Koy saw $500K at 2,400 theaters which began at 5pm yesterday. Thursday preview comps for Easter Sunday are around that of Marry Me (even though that was day and date on Peacock) which was $525K, and ahead of August 2019’s The Art of Racing in the Rain which was $450K. The family comedy is expected to open in the mid single digits this weekend. Critics aren’t fans of Easter Sunday at 32% Rotten on Rotten Tomatoes.
Universal fired up the marketing campaign for Easter Sunday back in March which saw trailer placements in front of Jo Koy’s sold out “Funny is Funny” comedy tour to entice his fan base to see the movies in theaters. An interactive QR code was displayed on screens at his stand-up shows, sending them to the film’s Fandango page. Jo Koy also showed up at CinemaCon in late April leaving exhibitors in stitches and sharing how Steven Spielberg saw a universal comedy in the stand-up’s story.
The film campaign also included a 30-second spot in game six of the NBA Finals, placement in seven TV premieres including The Bachelorette, Better Call Saul, So You Think You Can Dance, The $100,000 Pyramid and What We Do in the Shadows. Additionally, Easter Sunday sponsored an episode of Family Feud which featured Jo Koy and his real-life family vs. Lydia Gaston and her real-life family. High-impact digital placements ran on Meta (Facebook/Instagram), TikTok Top Feed along with a digital presence on YouTube, Female Lifestyle and Cinephile sites.
There was a partnership across the AAPI community included a #GoldOpen VIP event which included a screening and Q&A which was part of Gold House’s Meta Gold Talk series. There was also a comedy showcase hosted by Jo Koy spotlighting up and coming AAPI comics and a Rise for Comedy VIP Comedy Night in partnership with Rideback Ranch which included more than 300 press, influencer and talent attendees (including Simu Liu, Awkwafina and Lisa Ling). That event featured a panel on Representation in Entertainment moderated by Kathy Lim (Director of Media & Journalism for the McCarthy Foundation), a comedy set including Ronnie Chang, Jimmy O. Yang.
Among movies in regular release, Warner Bros.’ DC League of Super Pets led Thursday and the week with $2.2M and $33.8M respectively. Universal’s Nope was second with a second Thursday take of $1.56M, -26% from Wednesday, and second week of $27.4M and total of $87.3M. Uni was third with Minions: The Rise of Gru with a fifth Thursday of $1.46M, -8% from Wednesday, fifth week of $17.9M and a running total of $325.8M. Disney/Marvel’s Thor: Love & Thunder was 4th yesterday with a fourth Thursday of $1.3M, -12% from Wednesday, and fourth week of $19.9M for a running total of $306.8M. Paramount’s Top Gun: Maverick in its tenth Thursday saw $1.17M, -3%, for a week’s total of $13.5M, and running total of $654.1M.