{"id":1202124834,"date":"2017-07-09T09:08:21","date_gmt":"2017-07-09T16:08:21","guid":{"rendered":"http:\/\/deadline.com\/?p=1202124834"},"modified":"2024-12-18T15:49:55","modified_gmt":"2024-12-18T23:49:55","slug":"spider-man-homecoming-box-office-opening","status":"publish","type":"post","link":"https:\/\/deadline.com\/2017\/07\/spider-man-homecoming-box-office-opening-1202124834\/","title":{"rendered":"‘Spider-Man: Homecoming’ Still Swinging In As Sony’s Second Best Domestic Opening Ever With $116M-$118M"},"content":{"rendered":"\n\t\t\t\t

7th Update, Sunday 6:51 AM: <\/strong>Industry estimates have\u00a0Spider-Man: Homecoming<\/strong>\u00a0<\/em>counting an estimated $37M<\/strong> last night, putting it on track for a $116M-$118M<\/strong> opening, which would rank as the second best for the franchise and the Culver City, CA lot after 2007’s\u00a0Spider-Man 3\u00a0<\/em>($151.1M). Sony also sees its sixth Spider-Man\u00a0<\/em>in that range, with $117M.\u00a0Homecoming<\/em> represents a huge rebound for Sony since the 2014 hack, and a win for\u00a0Tom Rothman since being promoted to Sony Pictures Entertainment’s Motion Picture Group Chairman more than two years ago.\u00a0<\/a><\/p>\n

Consider the feat that Sony and Marvel have accomplished here with\u00a0Homecoming:\u00a0<\/em>Few – if any – franchises within a seven-year span are rebooted three times with different stars and reach these B.O. heights (it took 007 ten years between Roger Moore’s last movie View to a Kill\u00a0<\/em>and Pierce Brosnan’s\u00a0Goldeneye,\u00a0<\/em>a major drought in between with the late ’80s Timothy Dalton titles). Could you imagine if this was done with\u00a0Iron Man<\/em>?\u00a0In the middle of a franchise-fatigued summer, here’s a movie that bucks the trend: Completely fresh, and a superhero movie like no other in its John Hughes homage. Sony’s reboot here is reminiscent of what the studio did with Bond in its Daniel Craig-Casino Royale\u00a0<\/em>makeover in that it takes the franchise back to its roots. In the books, Bond is a gritty guy, and in the comics, Peter Parker is a wide-eyed teenager.<\/p>\n\n\n\n\t

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\n\t\t\t\t\t\t\tSony<\/span>\n\t\t\t<\/figcaption>\n\n\n<\/figure>\n\n\n

“This is a triumphant\u00a0return of Spider-Man,\u00a0<\/em>it’s\u00a0one of the best-reviewed superhero movies of all-time and an incredible win for Sony and Marvel,” beamed\u00a0Josh Greenstein, Sony’s president of worldwide marketing and distribution this morning.<\/p>\n

There was always the notion that this Spider-Man\u00a0<\/em>would skew younger and\u00a0ComScore\/Screen Engine’s PostTrak supports that showing 43% under 18 in updated audience polls. Since Friday, the under 25 crowd swelled with females moving from 18% to 22%, the third best demo for Homecoming\u00a0<\/em>after guys under 25 (35%), men over 25 (24%) and ahead of women 25+ (19%). Quite often studio marketing chiefs refer to older teens and young twentysomethings as the “lost generation” — a reliable moviegoing demographic in the 1980s and 1990s, now a challenge to get into seats with their social media, YouTube and Netflix distractions. Sony conquered that hurdle by marketing\u00a0Homecoming\u00a0<\/em>to millions of young males around the world on Playstation with the pic’s opening sequence “A Film by Peter Parker.” That clip showed the over-excited young lad shooting his\u00a0Civil War\u00a0<\/em>adventures with the Avengers on his cell phone. Rolling out the marketing for\u00a0Homecoming\u00a0<\/em>was critical, and being woven into the greater MCU was key. Again, this all began at CinemaCon last year when Disney\/Marvel’s\u00a0Captain America: Civil War\u00a0<\/em>introduced Tom Holland’s Spider-Man as a member of the Avengers team. We further detail the marketing below and Sony’s $140M+ promotional partnerships here<\/a>.<\/p>\n

Among those titles produced by the Kevin Feige-led Marvel Cinematic Universe,\u00a0Homecoming<\/em>‘s domestic start ranks seventh behind\u00a0The Avengers\u00a0<\/em>($207.4M),\u00a0Avengers: Age of Ultron\u00a0<\/em>($191.3M),\u00a0Captain America: Civil War\u00a0<\/em>($179.1M),\u00a0Iron Man 3\u00a0<\/em>($174.1M),\u00a0Guardians of the Galaxy Vol. 2\u00a0<\/em>($146.5M) and\u00a0Iron Man 2\u00a0<\/em>($128.1M).<\/p>\n

Compared to its $51M Friday which was padded by $15.4M Thursday previews,\u00a0Homecoming<\/em>‘s Saturday is -27%, but backing those previews out, Saturday was actually +6%. By comparison,\u00a0Wonder Woman\u00a0<\/em>was -8% on Saturday (and +29% in strict day-to-day comparisons) while\u00a0The Dark Knight\u00a0<\/em>was -29% in its first first Friday to Saturday (and -2% in real comparative box office dollars). This is just the nature of these superhero movies when they open so big on Thursday and Friday: There’s a front-loaded flood of fanboys. Rival analysts believe Homecoming<\/em> will lead the July box office, easily surpassing $300M in its domestic run. Whatever the marketplace lacks in August without a Guardians of the Galaxy, Suicide Squad<\/em> or tentpole, July will prop up the summer with the combination of Homecoming<\/em>, Baby Driver,\u00a0<\/em>20th Century Fox’s War for The Planet of the Apes,\u00a0<\/em>Warner Bros.’\u00a0Dunkirk\u00a0<\/em>and Focus Features’\u00a0Atomic Blonde.\u00a0<\/em>The industry thinks\u00a0Homecoming\u00a0<\/em>can clear between $28M-$30M today.<\/p>\n

Overall total positive score is still a great 89% and \u00a04 1\/2 stars with a ton of walk-up business; 83% buying their tickets at the theater. This indicates that\u00a0Homecoming\u00a0<\/em>is playing beyond the hardcore cinema-going audience. Forty-nine percent of\u00a0Homecoming<\/em>‘s audience was Caucasian, 24% Hispanic, \u00a013% African American while 10% were Asian.<\/p>\n

Social Media monitor Relish Mix relays that the\u00a0Homecoming\u00a0<\/em>buzz continues to swell even after people leave the theater: “What’s uncanny on social with Homecoming<\/em> is that most tentpoles peak by\u00a0Friday<\/span><\/span>\u00a0night and taper-off, but this Marvel-Sony movie continues to build with YouTube views in the 120-140k range per day and now in the 160-190k range per day for the top 25 videos, owned and earned. The third trailer for\u00a0Homecoming\u00a0<\/em>on the Marvel channel clocked 345K views yesterday and that’s organic and exceptional. Even Zendaya with 42.8M Instagram and Robert Downey Jr. with 15.8M IG, both popped by adding 21k new followers each on those accounts.”\u00a0Homecoming<\/em>‘s social media stars included Zendaya (62.1M across Twitter, Facebook, Instagram), Downey Jr (53M), and Holland (2.8M).<\/p>\n

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Trying to get tickets for #SpiderManHomecoming<\/a> tm and all the good times\/seats are sold, normally I'd be mad, but in this case, hell yeah!!!<\/p>\n

— Zendaya (@Zendaya) July 6, 2017<\/a><\/p><\/blockquote>\n