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August box office: A lively start for ‘It Ends With Us’ and other hits
A promising debut for ‘It Ends With Us’
August has kicked off with a bang at the box office, thanks to Sony’s drama “It Ends With Us”. The film, an adaptation of Colleen Hoover’s 2016 bestselling novel, opened to an impressive $24 million from 3,611 locations on its first day, including preview screenings. With projections now soaring past $45 million for the three-day frame, this is a remarkable start for a drama with a modest $25 million production budget.
The film’s success can be attributed to the novel’s popularity on TikTok and a marketing strategy that targeted female audiences. Analysts had anticipated a strong performance, but the film has exceeded expectations. It seems poised to secure a second-place finish for the weekend, trailing closely behind Marvel’s “Deadpool & Wolverine”. Even without its $7 million from previews, “It Ends With Us” grossed $17 million on Friday, surpassing “Deadpool & Wolverine” for the day.
Directed by Justin Baldoni, the film stars Blake Lively as a florist who falls for a neurosurgeon, played by Baldoni himself. The arrival of a childhood friend, portrayed by Brandon Sklenar, complicates her relationship, forcing her to confront harsh realities. The film has resonated with early moviegoers, earning an A- grade from audience survey firm Cinema Score. It has begun to play like a franchise installment among its summer blockbuster peers. For more details, check out the It Ends With Us trailer.
‘Borderlands’ struggles to find its footing
In stark contrast, Lionsgate’s “Borderlands” has had a less successful debut. The long-gestating adaptation of the popular video game series managed to pull in only $4 million from 3,125 locations, despite increased ticket sales from Imax and other premium large-format auditoriums. With a production budget of $115 million, the film is in serious danger of opening below $10 million, a disappointing result.
The film, directed by Eli Roth, has faced numerous delays and has received the worst critical response of any wide release this summer. Even die-hard fans of the franchise have been unimpressed, giving it a dismal D+ grade on Cinema Score. Despite recouping nearly 60% of production costs through international presales, the film’s poor reception suggests it will be a significant theatrical failure. The ensemble cast, including Cate Blanchett, Kevin Hart, Jack Black, Edgar Ramírez, Ariana Greenblatt, and Jamie Lee Curtis, has not been enough to save it. For more information, watch the Borderlands trailer.
‘Deadpool & Wolverine’ continues to dominate
Meanwhile, Disney’s “Deadpool & Wolverine” is enjoying another strong weekend. The Ryan Reynolds-Hugh Jackman action-comedy earned $15.6 million on Friday, down just 44% from the previous week. The film has shown remarkable staying power, unlike typical superhero features that often see steep week-to-week drops. It is on track to cross $500 million domestically soon and is approaching the $1 billion global milestone, a feat achieved by only 54 films to date. For more details, check out the Deadpool & Wolverine trailer.
Other notable releases
Universal’s “Twisters” and “Despicable Me 4” round out the top five. Amblin’s disaster thriller “Twisters” continues to perform well in North America, earning $4.4 million on Friday and projecting a slim 32% drop in its fourth weekend. The film has surpassed $200 million in North America and ranks as one of the top five domestic grossers of the year. For more information, watch the Twisters trailer.
“Despicable Me 4” is also performing well, expected to add $8.75 million this weekend with just a 24% drop. The Illumination sequel, which opened in early July, has enjoyed a long tail with family audiences and has grossed $330 million, making it the third-highest-grossing North American release of the year. For more details, check out the Despicable Me 4 trailer.
Indie horror ‘Cuckoo’ makes a modest debut
Outside the top five, Neon’s indie horror feature “Cuckoo” took in approximately $1.34 million from 1,503 locations on its opening day. The psychological thriller stars Hunter Schafer, known for her breakout role in “Euphoria”. For more information, watch the Cuckoo trailer.
Final thoughts
The August box office has seen a mix of successes and disappointments. While “It Ends With Us” and “Deadpool & Wolverine” have thrived, “Borderlands” has struggled to find its audience. As the summer season continues, it will be interesting to see how these films perform and what new releases will capture the public’s attention. For cinema enthusiasts, this is a time to savor the diverse offerings and enjoy the magic of the big screen.
