A typically jargon-packed column here on the UK's weekly box office; regular exposure to writing such as this will teach you a lot about the way this industry thinks and operates.
We have the 'counter-programming' of Working Title's Hail Caesar, adult fare from the Coens in amongst the various franchise, tentpole releases dominating the box office as ever.
Then there's Deadpool dropping 48% in its 3rd 'frame' (week of release, with weekend takings really the key measurement, thus the term 'opening weekend'), a typical figure.
Grimsby is compared to all the previous Bacha-Cohen releases, a serious flop given the heavy marketing campaign. I thought it was notable that the actor chose to appear as Ali G when doing his turn at the Oscars on Sunday; now a well established brand, unlike the struggling 90s-style English lad/lout he's failing to sell in Grimsby.
The major story nails down the precise terms demanded by the UK multiplexes for exclusive exhibition rights before DVD release: 16.5 weeks. Star Wars may actually exceed this, with the lucrative Easter holidays not far off and the film only just outside the top ten. No DVD release date has yet been announced, suggesting an extended cinema window is being considered.
It's now up to £122m, easily the biggest ever in the UK, trouncing the £105m Skyfall raised as the only other 9-figure film (the latest Bond, Spectre, topping out just short at £94m).
Bear in mind that such figures are routine in the US, where $1bn is the target figure for the truly monster hits (Gant rule...).
Grimsby sickens but fails to gross as Deadpool continues heroics at the UK box office http://gu.com/p/4h7c4?CMP=Share_AndroidApp_Blogger