Friday Report: ‘Fifty Shades’ Plummets, ‘Hot Tub’ Drowns

Friday Report: ‘Fifty Shades’ Plummets, ‘Hot Tub’ Drowns

Time Machine was expected to gross around $15M this weekend, but it now appears that its total will be about half of that. It could do no better than a disappointing 7th place on Friday.

The DUFF did a bit better than expected, finishing 3rd on Friday. It was expected to finish somewhere between 5th and 7th.

McFarland is right about in line with analysts' expectations for $10 million and 5th place over the weekend.

50 Shades is headed for about $25M for the weekend, which would be a massive decline from last week's $85M. A drop of sixty million sounds like a lot until you realize that the last Harry Potter film dropped twice that much between weeks one and two. The percentages, however, are similar. Potter dropped 72.2% while 50 Shades is on pace for a drop right around 70%. A decline in the range of seventy percent is fairly normal for fanboy/fangirl films, which draw huge crowds of die-hard cultists for their opening weekends, then slow down rapidly when the passion has been burnt off and the film is turned over to mainstream audiences.