BULLSEYE, April 1: 'Insidious,' 'Source,' 'Hop,' 'Hanna,' More
See where audience interest is leading into the weekend.
April Fools' Day weekend is shaping up to be a pretty interesting mix at the box office. Summit rolls out its mind-twisting thriller Source Code, Universal bounces in with its CG animated/live-action kids film Hop and FilmDistrict launches as a distributor with the horror flick Insidious. All three are looking strong in different demos.
Unaccounted for here on the Flixster grid is the release of the re-cut, PG-13 version of The King's Speech, which the Weinstein Co. is pushing into theaters, as well.
[Click grid for larger image.]
The James Wan-Leigh Whannell creeper Insidious has seen the intensity of its interest recede a bit in the last week, but its bubble has moved in close to a four-quadrant position as women (who tend to like the spooky stuff) show growing enthusiasm. It's also rated PG-13, which should give it a nice boost. Hop is harder to judge because it skews young, except to say that family films always do much better than the grid suggests because many of the audience members likely to go see it cannot be tracked. Even so, activity is strong, so the Russell Brand-voiced E.B. could hop away with the number one slot by Monday. The Duncan Jones-directed Source Code is showing the most activity and most intense interest by far leading into this weekend, but it's mostly from the guys. Lately, the dudes haven't been showing up in the numbers the Bullseye indicates, so I'm skeptical that the film will finish as high as it looks like it will. I'm placing bets on Hop, then Insidious, then Source Code not far behind.
Diary of a Wimpy Kid: Rodrick Rules may carry over reasonably well, but probably not enough to crack the new trio. Meanwhile, Hanna, Your Highness, Arthur and Soul Surfer, which all open next Friday, April 8, show pockets of intense interest, but none looks especially strong yet.
What is looking very strong is Dimension's Scream 4, which will stab its way into theaters April 15 and already has sizable attention two weeks out. The animated Rio, which also opens that Friday, is also moving in toward the bullseye.
Here's Pamela McClintock's box-office preview for the weekend for added analysis.