'Precious' makes box office history and sets its sights on 'New Moon'
Oscar contender makes a remarkable limited release debut
The journey of Lee Daniels' "Precious: Based on Push a Novel by Sapphire" continues to astound. In a stunner, "Precious" made box office history this weekend by posting the highest per screen average for a film in more than 10 theaters. The acclaimed drama made $1.8 million in only 18 theaters for an eye-popping $100,000 per screen average.
Historically, the only live action films to ever have a bigger per screen were "Dreamgirls" and "Brokeback Mountain," but both those films debuted on only three and five screens with averages of $126,000 and $105,000 respectively. The more screens you make available, the lower your per screen usually is. In fact, the difference between 3 and 10 screens can be over a 50% drop. That what makes "Precious'" 18 screen debut so remarkable.
Ironically, Lionsgate opened on so many screens because it wanted to test how the picture was going to play in primarily upscale and African-American markets before deciding how fast and where to expand across the country. For example, in Los Angeles the film played at both The Landmark and Arclight Theaters, but also at the more predominantly urban Bridge and Magic Johnson's theaters. Obviously, it did well everywhere and without an initial massive media buy. Oh, well, there was all that Oprah Winfrey and Tyler Perry press wasn't there? Guess that might have helped a bit.
In any event, "Precious" wide release pattern is coming into clearer view. According to AP, the drama will expand this Friday to Philadelphia, San Francisco, Dallas and Houston. The film will then go nationwide on Nov. 20.
Come again?
That's right, "Precious" is going to open nationwide against none other than expected world beater "The Twilight Saga: New Moon." In many ways it's a very smart decision on Lionsgate's part. The film can dominate the African-American and upscale audiences that aren't "New Moon's" primary demographic as well as siphon off older audiences that may not be inclined to see the "Twilight" sequel. Moreover, because of all the buzz and word-of-mouth, "Precious" should be one of those "three times a year" pictures that finds infrequent moviegoers making their way to the neighborhood multiplex. And "Twilight" fans shouldn't be worried, "Precious" won't make a dent in "New Moon's" opening weekend mammoth gross. There is more than enough room for both pictures to thrive. Especially as a $10-15 million opening would be a strong debut for what should be a long run through Thanksgiving and beyond with expected year-end awards continuing to fuel interest.
Still, considering all the hardships both Daniels and his cast went through to make "Precious" this must seem unreal to Daniels, his producers and cast. Something suggests their wild ride is clearly not over yet.
So much for that "supposed" Oprah and Tyler Perry backlash.
Did you see "Precious" this weekend? Are you planning on seeing it when it hits your town? Share your thoughts below.
For constant updates on awards season and entertainment news follow Gregory Ellwood on Twitter at Twitter.com/HitFixGregory
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November 8, 2009 at 8:16PM EST Reply to CommentI had the opportunity to see "precious" on its release on Nov. 6 an d I left with a sense of pride in the art of acting especially when it comes to african american actors and actresses. This movie was moving in one of most elemental ways while at the same time keeping a scary realistic edge. I can only expect something so great from the likes of someone like tyler perry. Basically the movie was awesome! I plan to see it again and tell all my friends and family! Go see it! Then you will know what I'm talking about!
Anonymous
November 10, 2009 at 3:37AM EST Reply to CommentI saw the movie down here in Atlanta. I was very impressed to see the so many people who come out to view this movie. The movie itself was almost like you were in a familiar place (especially if you are from the hood) and you had a front seat to witness the horrors and the ultimately triumphs this young lady went through. The biggest problem I see here is that people don't like to deal with incest and poverty, but it exist and it's not pretty and should be put on front street. It also deals with mental illnesses and social stereotypes of people. I would suggest every adult to go and look at this movie. You are bound to see yourself or someone close to you. My mother was abusive physically and verbally to me very similar to Precious mom. My dad also wanted to have sex with me. I, like Precious, was able to persevere and have a positive life. When I do have children they won't ever have to feel fear like that. I also love myself and I hope everyone else find that inner self love