SATURDAY AM:
Warner Bros had a remarkable Friday, highlighted by Ryan Coogler’s film Sinners, which earned $19.2M. Additionally, A Minecraft Movie grossed $16M in its third Friday. Projections indicate that A Minecraft Movie will lead the weekend with ~$45M, while Sinners is expected to reach around $40M, marking the 11th best opening for an Easter weekend. Notably, 61% of ticket buyers on Friday purchased their tickets on the same day, according to Screen Engine/Comscore’s PostTrak data. The overall weekend box office for all films is anticipated to reach $134M, reflecting a 104% increase compared to the same period last year (which wasn’t Easter), and just 2% lower than Easter 2024.
Strong Start for Sinners
Initial expectations for Sinners were around $30M, making this opening performance commendable for an original period horror film—an often challenging genre at the box office. Focus Features achieved success with Nosferatu during the Christmas season, opening with $21.6M over three days and $40.8M across five. Given the current landscape post-strike and the lingering impacts of Covid on film distribution, a $40M opening for an original title is impressive. The film, directed by Coogler and produced by Warner Bros. Motion Pictures co-heads Michael De Luca and Pam Abdy, not only has performed well but also garnered positive reviews, including an ‘A’ CinemaScore and 92% positivity from audiences.
Audience Reception and Diversity
Audience feedback has been overwhelmingly positive, with ratings showing that men and women over 25 provided a 93% approval rating. The film enjoyed significant turnout among diverse audiences, with 49% of Black viewers giving it a 95% rating, while 27% of Caucasian viewers rated it 91% and Latinx groups rated it at 90%. Impressively, the under-18 demographic awarded it an A+, demonstrating broad appeal across age groups.
Marketing Strategy
Warner Bros.’ decision to release Sinners during Easter rather than the fall was strategic, leveraging the holiday’s strong audience turnout. A tracking source noted that this Easter weekend, with its unique marketing angle, would provide better access to audiences compared to a fall debut. The studio also wisely scheduled A Minecraft Movie in early April to avoid competition with Disney/Marvel’s upcoming Thunderbolts* release.
Box Office Performance & Breakdown
IMAX, PLF, and select 70MM screenings have accounted for 47% of the weekend gross for Sinners, with strong performances in the East, South, and West regions of the U.S. AMC Lincoln Square in New York City has been the highest-grossing location so far, bringing in $114K. Key factors influencing ticket purchases included star power, with 47% of audiences citing Michael B. Jordan’s involvement, and 40% mentioning Coogler’s direction. Also, 81% of attendees have committed to recommending the film for theater viewing.
Weekend Box Office Projections
This weekend’s box office forecast is as follows:
- A Minecraft Movie (WB) – 4,032 theaters; Friday: $16M; 3-day: $45M; Total: $348.3M/Wk 3
- Sinners (WB) – 3,308 theaters; Friday: $19.2M; 3-day: $40M; Total: $40M/Wk 1
- King of Kings (Angel) – 3,535 theaters; Friday: $6.6M (-6%); 3-day: $17.5M (-9%); Total: $45.5M/Wk 2
- The Amateur (20th) – 3,400 theaters; Friday: $2.3M (-62%); 3-day: $7.5M (-49%); Total: $27.6M/Wk 2
- Warfare (A24) – 2,670 theaters; Friday: $1.6M (-55%); 3-day: $4.65M (-44%); Total: $16.9M/Wk 2
