Second weekend in box office performance

In the United States, a film's box office gross in its second weekend of theatrical release is one of several factors used to predict overall box office performance. Most films experience a decline in box office gross in their second weekend. If the percentage of the drop is below the average, it indicates a subpar box office performance for the rest of its theatrical run. Some films are exceptions that they perform better in their second weekend of release than on opening weekend.

Second weekend drop

During a film's theatrical run, its box office performance generally declines from weekend to weekend. In addition to the film's opening weekend gross, the percentage of the change between the opening weekend and the second weekend is used as a gauge for a film's commercial success.^[1] Assuming that the number of theaters stays the same, a normal drop in box office gross from the first weekend to the second would be 40%. A drop of greater than 60% indicates a weak future performance.^[1] Horror films are susceptible to having large drops in the second weekend and beyond even after a strong opening weekend.^[2] Chris Anderson, in his 2008 book The Long Tail: Why the Future of Business is Selling Less of More, said twenty years ago, the average film experienced a second weekend drop of less than 30% and that the contemporary drop was now around 50%. Anderson ascribed the change to moviegoers being able to better identify mediocre and bad films through more information, both from more reviews and greater word-of-mouth.^[3] Slate in 2012 also reported a steeper drop over the course of the years. In the 1980s, the average drop was 15.7%, and in the 1990s, the drop was 21.5%. In 2012, the average drop was 49.1%.^[4]

The Los Angeles Times said the second weekend drop was seasonal in the United States. Between May and July, the country's summer season, films have more significant drops than during the rest of the year. It reported that in May 2014, three opening blockbuster films—The Amazing Spider-Man 2, Godzilla, and X-Men: Days of Future Past—all had drops of over 60% where films earlier in the 21st century rarely had drops that steep. The newspaper cited possible reasons for the drops: that the films did not "inspire long-term moviegoing", and that alternative platforms such as Redbox, Netflix, and video on demand attracted film audiences who missed a film's opening weekend.^[5]

The box office website Box Office Mojo ranks the following films by biggest second weekend drops during their wide release in the United States, which means screening in at least 600 theaters. The website bases its ranking on box office performance data from 1982 onward.^[6]

The 2012 family film The Oogieloves in the Big Balloon Adventure, though not in wide release, set a record for biggest second weekend drop. It opened in 2,160 theaters and grossed $443,901 over the opening weekend. In its second weekend, it screened in 281 theaters and grossed $43,854, which was a 90.1% drop.^[7][8]

Second weekend increase

An increase in a film's box office gross in its second weekend, provided that the number of theaters did not grow substantially, is considered exceptional. The 1997 film Titanic had an opening weekend gross of $28.64 million and with only a small increase in the number of theaters, its second weekend gross was $35.45 million, a 24% increase from the previous weekend.^[1]

Box Office Mojo reports that 183 films (out of over 4,000 assessed) have opened in wide release (600 theaters or more) and increased in gross in its second weekend, though nearly every occurrence was during Christmas, Thanksgiving, or Memorial Day weekend when films typically receive a boost in box office. The top ten are listed below.^[9]

Box Office Mojo reports that 12 films (out of between 600-700 assessed) have opened in over 3,000 theaters and increased in gross in its second weekend.^[10]

References