On 2214 screens, Nikki Finke estimates the Christian-themed “Soul Surfer” will clear $11.1m this weekend. Sony was hoping for $10 million and is obviously very happy with the results:
Coming in to this weekend, Sony thought it was releasing through TriStar an acquired micro-budget title from FilmDistrict that had “solid upside potential” according to a studio exec. “If we do 10 million this weekend (or close to it), it would be a home run for Sony and Film District.” Mission accomplished. A strong Christian message sometimes works at the box office, sometimes falls flat. This one worked, helped by the strong appeal and personal promotion of American Idol winner Carrie Underwood. Soul Surfer played incredibly well all around the country as Sony had been screening the title aggressively — 350 previews — especially for church groups who arranged for buses to bring in audiences all day Friday.
Overall, “Soul Surfer” came in fourth, but lost the #2 spot only by a nose to “Hanna,” which banked $12.3m on 300+ more screens, and the ill-considered “Arthur” remake, which played on 1,000+ more screens but took in only $12.6m. In other words, it flopped. Per screen, “Soul Surfer” beat “Arther” by $1200. No small thing.
“Soul Surfer,” which is based on the true story of Bethany Hamilton, a young tournament surfer whose Christian faith and family help her to overcome a shark attack that cost her an arm, stars Dennis Quaid and Helen Hunt. Thanks to some very good marketing to the teenage crowd in general and to the Christian market specifically, what Hollywood has here is one less excuse to keep ’em coming.
Next weekend another bootstrap production aimed at that mere 50% of the market Hollywood has all but ignored over the last 15 years will be tested at the box office, “Atlas Shrugged.”
If this keeps up, I might be out of a job pretty soon.
Bad for me. Good for America.
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