Friday Box Office: 'The Lego Movie' Opens With $17 Million

February 8, 2014 4:46 PM

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The much anticipated Lego Movie opened yesterday with a dynamite $17.14 million in its first day. That number includes about $400,000 from Thursday shows that started at 10:00pm. Why a kid-friendly, PG-rated animated feature didn’t open a little earlier on Thursday is perhaps a puzzle, but that just shows how odd it is that these Thursday sneak previews are now a completely expected and normal portion of the weekend box office. A better question is why a kid-friendly animated film that is sure to kill on afternoon matinees would bother with advance-night previews at all. I bring this up because it looks like, in such an era where Thursday previews can be a relevant and mathematically significant chuck of the weekend box office, The Lego Movie is going to make about 0.5% of its debut from Thursday grosses.

The comparison this weekend is either Madagascar 3, Monsters Vs. Aliens, or The Lorax. Monsters Vs. Aliens earned $16.5 million on Friday and ended the weekend with $59m. Madagascar 3 earned $20m on Friday and ended the weekend with $60m. Universal’s The Lorax, which I’ve been using as a comparison ...

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