How to Train Your Dragon Live-Action Soars with $84.6M Opening, Materialists Impresses with $12M Debut

Universal’s much-anticipated live-action adaptation of How to Train Your Dragon has experienced a substantial debut, showcasing a robust opening weekend gross of $84.6 million. Following an impressive Father’s Day haul of $22.7 million, the movie has already cemented its status as the top performer of the weekend. This marks a smoother trajectory than expected, demonstrating a 14% drop from Saturday’s earnings. As audiences flock to theaters, the global box office total stands at an impressive $197.6 million, with $113 million reaped from international markets alone.

Moreover, Universal’s powerhouse marketing strategies—leveraging a strong IP via their NBCUniversal machine—have significantly influenced the film’s success. Initially tracking projections suggested an opening between $65 million and $75 million, but the movie has outperformed expectations substantially. The classic franchise, brought back to life under the direction of Dean DeBlois, is now positioned for a promising continuation within the box office arena.

Universal’s Highlights of the Opening Weekend

The success of the film can be traced to a few key highlights and marketing strategies that elevated its visibility and draw among family audiences:

• Outstanding Admission Rates: The film saw 5.8 million admissions at an average ticket price of $15.10 overall.
• IMAX Contribution: IMAX screenings accounted for $8.1 million, indicating a strong preference for premium formats.
• Family-Focused Marketing: Given that 54% of viewership occurred before 5 PM, it’s evident that the family-friendly aspect of the film resonated well.
• Social Media Engagement: A staggering 608.3 million social media interactions across various platforms set the stage for greater excitement and anticipation in advance of the film’s release.

A24’s Another Success with Materialists

In a notable contrast, A24’s Materialists, a romantic comedy directed by Celine Song, debuted with an opening weekend gross of $12 million. Despite being about $700,000 short of estimates, this figure places it amongst A24’s highest openings, trailing only behind Civil War ($25.5 million) and Hereditary ($13.5 million).

The film’s cast features Dakota Johnson, Chris Evans, and Pedro Pascal, showcasing a significant draw among female audiences, with 74% attendance from women. However, the film received a more subdued response, obtaining a B- CinemaScore, suggesting an audience divided over the characters’ arcs and their relationships.

Despite its mixed reviews, A24 continues to carve a niche within the realm of romantic comedies, particularly during a summer where such films have become rare. Materialists aims to generate buzz and increase its audience as it continues its run.

The Broader Box Office Landscape

The overall performance of movies during the Father’s Day weekend marked a healthy segment, raking in about $155 million. Although this was down from a last year’s remarkable $214 million, it represented a 14% increase compared to the pre-COVID numbers from 2019. The box office is starting to see a recovery, with various films resonating with audiences amid a challenging movie-going environment.

Among other films in theaters this weekend, the standings are as follows:

Looking Ahead

The performance of these films indicates a robust summer box office outlook, especially as Universal’s IP has proven to attract audiences of all ages. The continued popularity of family-oriented films bodes well for future releases, while A24’s Materialists showcases a desire for innovative romantic storytelling.

With upcoming releases from both studios, the competition will intensify, especially as Sony’s 28 Years Later and Disney/Pixar’s Elio enter the market. These films are projected to draw considerable audiences and will continue to shape the dynamics of box office trends this summer.