Testing new release strategy, 'The Croods' opens to $14.2M

Posted November 29, 2020 6:00 am

By JAKE COYLE

This image released by DreamWorks shows a scene from the animated film "The Croods: A New Age." (DreamWorks Animation via AP) The Associated Press

NEW YORK (AP) - Testing a novel release strategy, Universal Pictures' animated sequel 'œThe Croods: A New Age'ť had one of the best opening weekends of the pandemic, grossing $14.2 million over the five-day Thanksgiving holiday weekend, according to studio estimates Sunday.

Whereas new releases have traditionally lasted around 90 days in theaters, Universal has mapped out a shorted theatrical window in deals with major chains AMC and Cinemark that gives the studio the option to move new releases to premium video-on-demand after just 17 days. 'œThe Croods: A New Age'ť is expected to shift to the home before Christmas for a $20 rental. For an industry reeling from the pandemic, it's part of wider changes seeping through the industry.

'œThe Croods: A New Age'ť grossed $9.7 million Friday-Sunday, which rivals even the weekend start for 'œTenet'ť in September. Warner Bros. didn't break down the three-day weekend figures for 'œTenet,'ť which began preview screenings in the U.S. on a Monday, but said it grossed $20.2 million in its first week in U.S. theaters plus its first two weeks in Canadian theaters.

While the opening for 'œThe Croods: A New Age'ť was something Hollywood hadn't seen in months - a movie that outperformed expectations - it was still only a sliver of what the industry usually sees in the typically busy holiday movie season. Last year, 'œFrozen II'ť led all films over the five-day Thanksgiving weekend with $123.7 million, while 'œKnives Out'ť scored $41.7 million

Since 'œTenet'ť opened, most larger releases have been postponed or detoured to digital, sometimes while still playing in theaters overseas. The Walt Disney Co. steered 'œMulan'ť to a premium purchase on Disney+, but opened in China and elsewhere. Next month, Warner Bros. will release 'œWonder Woman 1984'ť simultaneously on HBO Max and in theaters. Disney has uprooted the Pixar animation 'œSoul'ť to its streaming platform.

That's left smaller films to lead what's left of the box office - about 40% of the normal number of theaters. Most have tapped out around $4 million on opening weekend. The Kevin Costner and Diane Lane film 'œLet Him Go'ť debuted with $4.1 million in ticket sales from 2,454 locations earlier this month. The body-swap horror movie 'œFreaky,'ť with Vince Vaughn, has been No. 1 the last two weekends after debuting with $3.7 million.

One of the biggest differences is that Universal spent more heavily to market the $65 million 'œCroods'ť sequel from DreamWorks Animation. It played in 2,211 locations, or about half the usual amount for such a release.

Overseas, the film grossed $20.8 with almost all of that - $19.2 million - coming from China.

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This story has been corrected to reflect that 'œTenet'ť was released in September, not October.

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Follow AP Film Writer Jake Coyle on Twitter at: http://twitter.com/jakecoyleAP

This image released by DreamWorks shows Guy, voiced by Ryan Reynolds, left, and Eep Crood, voiced by Emma Stone, in a scene from the animated film "The Croods: A New Age." (DreamWorks Animation via AP) The Associated Press

This image released by DreamWorks shows Grug Crood, voiced by Nicolas Cage, in a scene from the animated film "The Croods: A New Age." (DreamWorks Animation via AP) The Associated Press

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