Box Office Report: 'Snow White and the Huntsman' Headed for a Bullish $48 Mil-$52 Mil Weekend

Snow White in Battle
Universal Pictures

The trailers and photos that have been released to promote the film prove that it's going to be heavy on the action. Huntsman will be the first feature for Rupert Sanders, who is known for his action-heavy commercials.

The latest retelling of the venerable fairy tale attracted $1.38 million at midnight screenings.

Universal didn’t saturate theaters with midnight screenings of Snow White and the Huntsman, but a sizeable number of fans still sought it out. And based on solid showings at early Friday screenings, it now appears the movie will rack up $17 million-$19 million today and gross a bullish $48 million-$52 million during the course of the weekend.

PHOTOS: Snow White and the Huntsman Starring Kristen Stewart, Charlize Theron, Chris Hemsworth

The latest retelling of the Snow White tale -- turned by director Rupert Sanders and stars Kristen Stewart, Charlize Theron and Chris Hemsworth into an art-directed action pic -- attracted $1.38 million in its initial witching-hour screenings.

That’s less than what Men in Black 3 posted last week at its midnight showings, when it drew $1.55 million. But considering that MIB3 was playing 2,232 theaters, while Snow bowed in just 1,092, it made for a healthier per-theater average. In fact, on a per-theater-average basis, Snow nearly doubled MIB3’s showing.

Universal had carefully downplaying expectations surrounding the PG-13, $170 million feature, setting a weekend domestic target in the low- to mid-$30 million range. But given improving tracking for Snow White during the past few days, competitors expected the film -- the only new wide release hitting theaters this weekend -- to do significantly better than that.