‘Wonka’ Opening Getting Sweeter With $37M-$38M – Saturday Box Office Update
16.12.2023 - 16:41
/ deadline.com
UPDATED, Saturday AM: Refresh for updates and chart Warner Bros.’ Wonka is doing what it’s suppose to do this weekend for a mid-December, pre-Christmas family title: A- CinemaScore on its way to an improved $37M-$38M after a higher than expected previews/Friday of $14.4M. Some industry estimates have Wonka at a $40M opening.
Dive deep into Wonka demos and you find that many are sweet on the film, i.e. females under 18 (11% of the audience) who gave it an A+ and those under 25 who gave it an A (36%).
Again — a great result for a musical after the genre’s funk post Covid, and the studio intentionally didn’t sell Wonka as one in trailers. Why? Apparently test audience focus groups hate musicals and the only way to get people into the theater when it comes to them is to trick ’em. If they get tricked, and they like it, then business is solid for a studio. This is the same reason why Lionsgate didn’t lean into those beautiful country ballad numbers in its Hunger Games: Ballad of Songbirds & Snakes marketing to set that prequel apart from the rest of its previous sequels. Speaking of that movie, it continues to hold well at -35% with a fifth weekend of $6M and running total of $145.4M. Look for a pop on the pic over Christmas and New Year’s Eve.
PostTrak exits are still very good for the Paul King directed Wonka at 4 1/2 stars, 85% in the top boxes and 64% definite recommend. Kids under 12 gave it 87% positive and a 70% definite recommend, but parents gave it 5 stars which means they’ll tell other parents who’ll spend money to get their kids out of the house in the near future. More females on this Timothee Chalamet movie at 54% which isn’t a surprise with 60% of the audience between 18-34 and the largest demo being 18-24
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