What’s the best way to platform-release a movie? The two top films in this week’s Box Office Power Rankings — Juno and Atonement — suggest that a faster path is better in terms of box office.
Yes, they’re very different movies. But they’re both strong candidates for a Best Picture Oscar nomination, and they were both released initially in the first full week of December.
Juno’s release has been more aggressive, from 40 to 304 theaters on December 21, 304 to 998 theaters on December 25, and 1,019 to 1,925 theaters on January 4. Atonement grew from 32 to 117 theaters (December 14), 117 to 297 theaters (December 21), and 310 to 583 theaters (January 4).
Atonement’s per-theater average was actually higher than Juno’s this past weekend (they ranked first and second in that criterion). But the period drama’s weekend-gross-box-office ranks have fluctuated (15, 9, 11, 13, 14, 14, and 10) while the comedy’s have risen steadily (17, 11, 10, 9, 5, 5, and 2).
I think that Juno’s release strategy has served it better, but we’ll get a better sense after this weekend, when Atonement opens wide.
Continue reading for the week’s full rankings and the methodology.
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