cineuropa.org

01 September, 2008

Box Office works with surprises

August last weekend confirms the rule of the summer: cinema works.

The weekend box office grossed around 9M€ (14M$), 5% more than last weekend, and 40% more than last year.

The buzz was focused on three blockbuster movies, Zohan, The Dark Knight, and Mamma Mia!, each grossing more than 1M€.

Surprise came from Sony release Zohan, starring Adam Sandler, reaching the astonishing result of 2,2ME (3,3M$) in as few as 340 sites, something unexpected which topped Dark Knight's gross.

A strong promotion by Sony and the fact that Zohan is the only comedy showing were enough to catch the teenage target. As a consequence, many moviegoers turned their back on Batman, as Warner's release suddenly fell 57% from last week, cumulating a modest amount of 7,7M€ (11,5M$) so far.

The Dark Knight did not manage to catch on families and adults (female in particular), a public which is not particularly keen on comic adpations in Spain, and this helps explain the movie bad result in our country.

On the contrary, Mamma Mia! keeps running on, as it does in many international markets, holding the pressure of other major releases and enjoying the word of mouth of both female and adult targets.

The film just fell 20% and cumulates 6M€ (9M$) in 400 locations.

Bangkok Dangerous and Space Chimps, the two remaining large releases of the week, showed a common pattern: they were both distributed by national agencies and promoted with a huge commercial effort, but could not even reach a gross of 1M€.

Bangkok grossed 0,8M€ (1,2M$) in 313 locations, with a modest average of 2.550€ (3.800$), confirming the poor enthusiasm of its main target, adult males.

Space Chimps did not get anyone's attention, obtaining only 360'000€ (540'000$) in 327 screens, far away from a good result. The upcoming weeks will tell whether the huge investment in external and TV commercials will be recovered.

Among the small releases, the best option has been the female-targeted Por Fin Viuda, a French comedy released in 56 locations by Spanish distributor Notro Films which grossed 95.000€ (147.000$), mostly thanks to an audience of 40+ years old women.

Once again, this attests how women are more and more a profitable target, together with teenagers and families, while men are fastly becoming less lucrative.

By Pau Brunet
(www.boxoffice.es)

La taquilla funciona con sorpresas

Este penúltimo fin de semana del mes de agosto ha confirmado la norma del resto del verano: el cine funciona.

Se ha recaudado cerca de 9 millones de euros en estos días (14M$) cifra superior en un 5% al pasado fin de semana y un 40% por encima del mismo periodo de hace un año.

El negocio ha estado centrado en tres grandes películas, Zohan, El caballero Oscuro y Mamma Mia!, todas con recaudaciones superiores al millón de euros.

La sorpresa la ha dado la cinta de Sony, Zohan, interpretada por Adam Sandler, que ha logrado un sorprendente resultado de 2’2 millones de euros (3’3M$) en solo 340 salas, algo que no se esperaba y que le ha servido para desbancar al nuevo filme de Batman, El caballero Oscuro.

La fuerte promoción de Sony y el ser la única cinta de humor de la cartelera han surgido efecto ante el target más adolescente.

Este hecho ha provocado que una gran parte de los espectadores hayan dado la espalda a Batman, provocándole una caída muy aguda del 57%, algo que no se esperaba y que deja a la cinta de Warner con un discreto acumulado del 7’7 millones de euros (11’5M$).

La falta de gancho entre las audiencias familiares y las adultas (especialmente las femeninas) ha sido crucial para entender este fracaso, que demuestra la poca aceptación del cine de cómic que hay en España.

Mamma Mia! en cambio sigue un estilo muy parecido al de otros mercados, aguantando muy bien la presión de los nuevos estrenos y disfrutando de la aceptación entre su público, marcadamente femenino y adulto que está provocando el efecto boca a boca.

Solo cae un 20% y acumula más de 6 millones de euros (9M$) en solo 400 salas.

Bangkok Dangerous y Space Chimps, los otros dos grandes estrenos de la semana han tenido comportamientos algo regulares. Ambas venían distribuidas por empresas nacionales y con gran esfuerzo publicitario, pero las cifras finales se han quedado por debajo del millón de euros.

Bangkok, en 313 salas logra unos 0’8 millones (1’2M$), con una discreta media de 2.550€ (3.800$), lo que demuestra el poco mucho entusiasmo entre su target más afín, el masculino.

Space Chimps no convence a nadie, con solo 360’000€ (540’000$) en 327 pantallas se queda lejos de una buena cifra y tiene que esperar a ver que pasa en próximas semanas para ver si puede remontar y recuperar la inversión realizada (ha hecho mucha publicidad en exteriores y televisión).

Entre los estrenos limitados, esta semana ha sido muy femenino (como es habitual) gracias al estreno en 56 pantallas de Por fin viuda, una comedia francesa que estrenaba la distribuidora española Notro Films, que ha logrado 95’000€ (147’000$) aportados por una amplia mayoría de mujeres de más de 40 años.

Toda esta tónica general confirma el target femenino como uno de los más potenciales junto al adolescente y el familiar, dejando a los hombres lejos de ser un grupo rentable.

Por Pau Brunet
(www.boxoffice.es)

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This actress was the first woman in the history of Spanish TV commercials to compete on an equal basis with the top male actors, she absolutely dominated women's acting during the last 17 years of her life. Hers was a fascinating career as an independent professional (and a PhD in English writemyessaytoday.net thesis writing) in an era where this was rare for women in any endeavor. I'm not sure I'd quite say she competed on an equal basis. Her roles against men's were consistent.

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