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DreamWorks Animation Universal released The Croods: A New Age stayed true to what we saw yesterday with an opening Wednesday $ 1.85M in a very broken exhibition landscape where there are only 2,650 theaters open currently on a 5.5K national footprint. Croods 2 is reserved in 2,211 theaters. Five-day projections are unpredictable as we don’t know how business will develop during the pandemic; there is hope that Croods 2 could make $ 10 million by Sunday, but that’s a big hope. In a normal market, filming is easiest on Thanksgiving Day, and Good Friday is one of the busiest days of the year. Lord knows what the trends are now.
The total number of US / Canadian theaters of 2.65K is lower this weekend than the number of theaters open during Weirdthe first weekend of November 13-15, at a time when over 50% of theaters nationwide were on i.e. California, Pennsylvania, Illinois, Michigan, Wisconsin, Arizona, Minnesota, Colorado, Washington , Oregon and New Mexico – all closed now with other exhibitors struggling with capacity and curfew limitations. Croods 2Open day is light years away from what its first installment of 2013 did in a normal market with an opening day on March 22 of that year of $ 11.6 million, a 3 days of $ 43.6 million and a domestic final of $ 187.1 million, WW $ 587.2 million.
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The Croods: A New Age landed an A CinemaScore on the day it opened, tied with the first film. Reviews are 71% fresh on Rotten Tomatoes, not far from the 72% first movie.
The good news for exhibitors who brave it is that Universal has spent to open this movie, promoting through their tentacles NBC Universal and Comcast, aka their Symphony program, as well as big promotional partners like Vizio, Chime, Burger King. , especially for the pandemic. We can see the results of Uni’s ad spend here (estimated at around $ 27 million in TV spots by iSpot) at the box office as Croods 2Opening day is arguably the second-best opening day on record since theaters reopened during the pandemic ranking after Disney / 20th Century Studios’ $ 3.1 million first day. New mutants in August (we don’t know what Principle made on its opening day like Warner Bros never reported, and remember the movie was confined to Canada at the time) Croods 2 blown away its remaining competition (most of Uni’s) yesterday i.e. 2.) Weird with around $ 160K, $ 6.1M of cume, 3.) War with grandfather with $ 120K, $ 16.5M of cume, 4.) Let him go with $ 90K, $ 8.1M in total, 5.) Come play with $ 80K, $ 8.3M in total.
Uni is optimistic about Croods 2overseas launch in seven offshore markets, and will be touting that number by Sunday, especially China; the first film of 2013 (released by 20th Century Fox) grossing $ 63.3 million in PRC. Croods 2 also opens in Singapore and the Middle East this weekend. The studio is also excited to see how the sequel plays out in about 30 days after its release on PVOD. Already available for rent at $ 19.99 at home are Focus Features’ Come play and Let him go.
In contrast, Thanksgiving’s box office period will be the worst on record because nothing is normal there. Last year, the 5-day vacation was second-best by Comscore at $ 263.65 million. The previous year, 2018, had set a box office vacation record of $ 315.4 million. Frozen 2, on its second weekend, set a Thanksgiving record with $ 125 million last year, the most achieved by any movie in the five-day holiday. With studios like Warner Bros looking to have both sides of their pie by releasing Wonder Woman 1984 in theaters and HBO Max at Christmas, and Godzilla vs. Kong set to follow a similar form of release in 2021, and with more studios willing to release more great photos on PVOD or their streaming services, we can’t proclaim the movie is dead. We are in the middle of a pandemic. Local security protocols are strict not only for theaters, but also for restaurants. To say that cinema will be dead in the future is also to say that concerts, live sporting events and cruises are also dead. We’re social creatures out of habit, and once we really know it’s safe with a vaccine that takes its full effect, studios should regain confidence when it comes to reinvesting in a theatrical release. The Spanish flu of 1918 did not wipe out the entire 20th century.
Safer Croods 2. While other major studios have left the theatrical release schedule Principlesoundtrack launch, even with Disney pulling Soul out of Thanksgiving in exchange for a Disney + outing on December 25, Uni has remained committed to Croods: a new age in theaters, showing the trailer in September to 42 million views in its first 24 hours, now over 300 million to date. Uni has teamed up with TikTok to use influencer platforms for multiple release challenges including ‘Crood Perfect’, a riff on the popular gunshot series Dude Perfect, Beauty Transformation and the duo Awkward Slow. Dance, which has garnered over 25 million views from influencer posts and an impressive 24 million views in total.
The HAIM group released the sequel song “Feel The Thunder” on social media platforms. There was a special promotional partnership with Nintendo Animal crossing allowing players to visit the Croods and Bettermans family at Croods Cove. Famous celebrities and influencers in this space have received promotions and Animal crossing the players were welcomed on dedicated tours with videos close to 100K views.
Universal has teamed up with Feeding America, giving fans the opportunity to see a special screening of The Croods: A New Age via a drive-in experience located at Universal Citywalk. This experience included immersive sets and photo ops for fans without leaving the safety of their cars.
Via the Comcast / NBCUniversal Symphony program, Croods 2 was announced on E !, Bravo, Universal Kids, Syfy with custom content on conglomerate streamer Peacock. Seats have been reserved at the Stanley Cup Finals, PGA Tour, French Open, NASCAR as well as NBCUni holiday programs like Macy’s Thanksgiving Day Parade and the National Dog Today’s show.
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