Christmas week brought a glimmer of hope for the film industry, with an estimated total box office revenue of $281.4 million. This marked a 14% increase compared to the same week in the previous year. Despite the ongoing pandemic, moviegoing proved to be healthy, especially for a diverse range of films that catered to families. Notably, it is important to highlight that this success was achieved without the presence of a major blockbuster film dominating the screens.
Warner Bros./DC’s Aquaman and the Lost Kingdom emerged as the top performer of the week, raking in $58.3 million. The movie demonstrated impressive consistency as it secured the top spot for three consecutive days. On Thursday alone, it grossed an impressive $8 million across 4,213 theaters. Notably, Warner Bros. spared no expense in promoting the film, investing a substantial amount in TV spots. With a robust marketing campaign that reached close to a billion impressions, Aquaman and the Lost Kingdom left a lasting impact on audiences.
Another strong performer during the holiday season was Warner Bros.’ Wonka, which secured the second spot with a total of $53.1 million in its second week. The film’s TV ad campaign resonated with viewers, with notable spots airing during popular programs such as NFL games, NBA games, and MLB post season games. The marketing efforts paid off as Wonka continued to attract audiences, amassing a cumulative total of $110.6 million in just 14 days. Although it trailed behind Disney’s Mary Poppins Returns at the same point in time, there is still potential for Wonka to reach greater heights.
Illumination and Universal’s film, Migration, also found success during the Christmas week, securing the second position on Thursday with $6.5 million. This marked a 4% increase from the previous day. Similarly, DreamWorks Animation’s Trolls World Tour added to Universal’s triumph, earning $4.4 million during the Christmas week and reaching a robust total of $95.5 million. The film’s enjoyable content and solid performance indicate its potential to cross the $100 million milestone.
Warner Bros./DC’s Aquaman and the Lost Kingdom continued to demonstrate its strength, securing the third spot on Thursday with $5.77 million. With a minimal drop of just -3% from the previous day, the film sustained its momentum. Comparisons with The Marvels highlight Aquaman’s success, as it maintained a 6% lead over the rival superhero film. The holiday season and the extended four-day frame offered an advantage to Aquaman and the Lost Kingdom, circumventing the challenges posed by New Year’s Eve falling on a Sunday. The film’s marketing campaign, particularly its placement during NFL games, MLB post season, and NBA games, contributed to its impressive performance.
Warner Bros. also found success with its feature musical, The Color Purple, which garnered $3.28 million on Thursday, holding steady with a decline of just -15%. The film’s four-day total reached $32.3 million, making it a strong contender during the holiday season. Alongside Wonka and Aquaman 2, The Color Purple is expected to generate around $20 million during the New Year’s four-day holiday.
Sony’s Anyone But You, a romantic comedy shown in 3,055 theaters, faced a challenging landscape, earning $2.8 million in its first week. Despite the film’s promising cast, including Sydney Sweeney with a significant social media reach, audiences didn’t rush to theaters for this genre. The impact of streaming platforms on the romantic comedy genre was evident, with viewers preferring to watch this content from the comfort of their homes. Though the film will likely achieve financial stability in the long run due to its reasonable budget, it highlights the evolving preferences of moviegoers.
Amazon MGM’s PG-13 rated film, The Boys in the Boat, showcased a different path to success. The film grossed $2.4 million on Thursday, experiencing a slight decline of just -2% from the previous day. The movie targeted specific regions, particularly the middle of the country and the Pacific Northwest, where the story is based. The film’s PG-13 rating and its inspirational true story attracted families and faith-oriented audiences, resulting in strong exit survey ratings. George Clooney played an essential role in targeting and engaging these audiences, collaborating closely with the marketing team. The film’s marketing strategy included strategic media buying, grassroots outreach, and precise targeting of sports fans through various sports programs. With an overall TV campaign that garnered nearly half a billion impressions, The Boys in the Boat successfully generated buzz and anticipation.
The Christmas week at the box office showcased a diverse mix of successes and struggles. Aquaman and the Lost Kingdom emerged victorious, followed closely by Wonka and Migration. The Color Purple also enjoyed a musical interlude, while romantic comedies faced challenges in attracting audiences. The Boys in the Boat found success through strategic marketing and strong audience appeal. These varied performances highlight the evolving landscape of moviegoing and the need for tailored strategies to capture viewer attention. The holiday season proved to be a lucrative period for the film industry, suggesting a promising future for cinema in a post-pandemic world.