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'Avatar's' Weekend Total Rises An Unprecedented 3% Drop Date: 12/22/2009 |
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The final certified weekend total for James Cameron?s Avatar rose to $77 million due to an unprecedented drop of just 3% from Saturday to Sunday. The snowstorm, which depressed Saturday night attendance on the East Coast and relented somewhat on Sunday, was partially responsible, but so was the strong word-of-mouth that Avatar generated with audiences. The fact that many students didn?t have school on Monday also probably helped minimize the drop. Peter Jackson?s Return of the King, which opened over the same pre-Christmas weekend, had one of the strongest Saturday-to-Sunday holds, but it dropped 15% versus the tiny 3.1% fall that Avatar experienced. The adjusted total for Avatar?s foreign gross came in at $165.5 million, which was also a good deal higher than the Sunday estimate of $159.2 million. In addition Avatar set an IMAX record bringing in $9.5 million over the weekend. Though they represented just 3% of the screens that the film was on, the IMAX showings accounted for 13% of Avatar?s total gross due to the higher ($16-$18) ticket prices for the IMAX 3-D showings. Higher ticket prices have definitely played a role in boosting Hollywood?s domestic revenues, which are due to surpass the $10 billion mark for the first time this coming weekend. |
| Source: ICv2 |
