Monday, March 29, 2010

The Ten Most Impressive Box Office Runs of 2000s (No. 9)

9. The Ring (2002)

Achievements:
  - 8.60 overall multiplier
  - Biggest Horror Remake ever ($129.1m)

The opening was strong but nothing extraordinary, and even though there were signs of positive word-of-mouth, a CinemaScore of B- seemed to contradict that notion. Then somehow, some way, it went on a six-week stretch that is as impressive as any films ever had, especially when we take its genre into consideration. Let's review what The Ring did:

  Weekend 2 - a tiny 7.4% drop in PTA even as it expanded 33% in theaters, resulting in a 23.1% increase; it had to face direct competition from Ghost Ship, not to mention Jackass was also focusing on the male demo
  Weekend 3 - another sub-10% drop (-8.1%) in PTA while adding 6.6% more in locations
  Weekend 4 - dropped 17.9% in average and just 14.4% overall even as 8 Miles exploded to a $51.2m start
  Weekend 5 - suffered its biggest drop to date, mainly due to Harry Potter 2's opening, but the still excellent 31.2% decline was the second best in the top 10 for non-expanding films, behind only My Big Fat Greek's Wedding
  Weekend 6 - started losing some theaters but continued to hold its PTA well, down only 22.2%, as Die Another Day, another male-targeted PG-13 film, joined the market
  Weekend 7 - lost 27.2% of its theaters, but the average barely budged at all (-4.3%)

All in all, by the end of its 7th weekend, The Ring had made $119.8m in total for a multiplier of 7.98. The run would have been magnificent for any movie, but for a horror film, a genre known for large declines and short legs, it is downright stunning.  It is essentially The Sixth Sense of the decade (although The Sixth Sense still had a far more awesome run with a bigger opening and an even better multiplier).  It also helped pave the road for future Japanese Horror Remake such as The Grudge.

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