Thursday
17Jul2008
Fearless Forecast: Will 'The Dark Knight' Make History?
Thursday, July 17, 2008 at 10:36AM
Any takers on the $200 million opening weekend figure
for
The Dark Knight being thrown out there by
excited fanboys? After all, they're basing their bold predictions - number one
for over a month, it'll beat Titanic - on absolutely nothing. They want
The Dark Knight to blow away the current record for a debut, but they
can't tell you how it's conceivable.
The reason they can't is that a $200 million weekend
isn't that conceivable. Something like one in 20 Americans would have to see
this movie this weekend for that to happen. Will fifteen to twenty million
people pay to see The Dark Knight? I have no doubt of that. But in three
days? That's like all of New York City, Los Angeles, Chicago, and Houston
seeing the same movie in the same weekend. So, let's pump the brakes on the $200
million talk.
There's a reason only one film has ever broken $150
million (Spider-Man 3): It's really damn hard to do. I wouldn't say
The Dark Knight has no chance for a date with history - it has probably even
odds in my book - but anything above say, $165 million, is hard to take
seriously.
Earlier this week, we provided you
plenty of reasons why The Dark Knight
might not break the record. Competition's the main thing.
Spider-Man 3 had none, and The Dark Knight has plenty. When
Spidey hit theaters, no other movie that weekend made over $5.8 million.
Only 11 other movies made over $1 million. The rest of the top ten from May 4 -
May 6, 2007 combined for $27 million and change. This weekend, we could see at
least four other movies earn ten million, and one of those might do $25 million
by itself.Keep in
mind, with all the Dark Knight hype, there is going to be a backlash.
It's not like everyone in America saw the first one of these movies, and even if
there are people really curious to see this one, there will be a fair percentage
of them hearing about sold out showings and all the rest. They won't want to
stand in line for two hours for a movie they won't get to see. They'll check it
out next weekend.
Yeah, but what about all the advance ticket sales? Isn't
The Dark Knight shattering records there? Yep, but unless theater owners
are putting in new rows of seats for every row that sells out ahead of time,
that doesn't impact total business one iota. There are only so many tickets, and
once they sell, they sell. It really doesn't matter when they sell.
Clearly, though, there are people who have been waiting
for this a while and would pay twice as much to see it. People like these
brave souls who attended last night's screening in Tempe, Arizona. 
If you offered them tickets for $20, they'd pay it in a
heartbeat, and then you could think about $200 million.
So taking all of those things into account, how much
will The Dark Knight make? I think it will be close to the Spider-Man
number, but just a little lower. Because this film has so much potential to make
money, it could be as high as $155 million. Then again, it could be as low as $135
million, if people want to avoid the headache that this weekend is sure
to be. I'll split the difference. For the past couple of days I've been in the
$142 - $146 million range. I'll go on the high side of that.
Oh, and by the way,
Mamma Mia! will do terrific business, as well.
It's not the same audience, obviously, but any competition at all hurts The
Dark Knight's chances to break a record, and this is pretty strong
competition, actually.
The Top Five:
1 - The Dark Knight ($146 million)
2 - Mamma Mia! ($26 million)
3 -
Hancock ($14 million)
4 -
Hellboy II: The Golden Army ($11 million)
5 -
Journey to the Center of the Earth ($9.5
million)
Incidentally, I do believe The Dark Knight will
break one important box office record. I think it will get to $300 million
faster than any movie in history; I put that number at a lucky thirteen days.













Reader Comments (11)
Jesus, try proofreading. These records are bullshit anyway being that they're in nominal dollars and not tied to inflation.
They're not tied to inflation from 14 months ago? Or are you saying that all contemporary records don't compare to, say, Gone With the Wind? You're wrong about that, too, if you're accounting for opening weekend ticket sales, but over the long haul there is definitely a case you could make. Or course, Gone With the Wind was in theaters for over a year and there was no home video, so you had no other choice but to pay to see it in a theater.
I haven't seen it yet but does it really have that broad appeal? I mean it is a film about Batman, which kind of narrows the field a bit. Furthermore it seems to be a bit on the dark and gritty side, which I am sure will alienate some. I'm not skeptical, just curious.
Yeah, but there's a lot of rubbernecking because of the death of Heath Ledger and all the talk surrounding how good he actually is in the role. But, yes, it's not fun for the whole family.
I don't have the exact figures but I think Batman Begins grossed something like $350m worldwide. So say that Dark Knight is better and more people see it because of Heath Ledger's death. I still think it will be hard to reach the gross of a film like the first Narnia, which grossed some $700m due to its universal appeal (stroke blandness). I don't mind if it does well but I thought that Batman Begins had a fairly strong focus on a young male audience and would guess that it goes perhaps even more for The Dark Knight. I think that maybe a lot of the housewives who see it in the first week would be hesitant to recommend it to their friends?
Don't forget that some theaters have actually ADDED additional showings of this movie because midnight shows had already sold out. I've heard of 3am and 6am shows being added. Most if not all theaters aren't usually open at those hours, and I'm pretty positive Mama Mia won't be airing at those times. So the statement about ticket pre-sales not having any ultimate effect on weekend sales just plain isn't true. I also do not recall hearing the same type of phenomenon with spiderman 3, which was pretty much a BAD movie, (people are saying the ticket pre-sale numbers are somewhere in the vicinity of 8x spiderman3) whereas this movie has a cult following from the past 20+ years since michael keaton and jack nicholson did it, not to mention all the comic book fans, etc. Yes, the first batman appealed to mostly young men, but heath ledger appeals to young women and his death has increased that interest immensely. I think this movie is going to blow everything else away. As for Mama Mia, Hancock, Hellboy and Journey to the Center of the Earth putting up any time of significant numbers in comparison...maybe last weekend...or next weekend...not this one.
I remains to be seen if Heath Ledger appeals to young women in the guise of the Joker ;) It's always fun to speculate about things so I just think that there is a possibility of a backlash to the hype because of the not so general appeal of the movie. I mean, Ledger was brilliant and good looking in The Order but people hated that. Kingdom of Heaven suffered a backlash because it was too demanding on the young fans who came to see Orlando Bloom. But soon enough we will see.
I say this only from personal experience. Young women I work with, associate with, communicate with and am personal friends with have all expressed an interest in "Heath Ledger" more so than the actual movie. Some of these saw and enjoyed Batman Begins, but many did not. As you said, there is no real way to know how much of an appeal that will hold and how much actual impact it will have on sales, but the theaters that aired screenings every half hour starting at midnight last night because the shows were selling out so fast, well, they speak volumes.
James -
I think we're speaking a different language about advance ticket sales. Yes, additional screenings were added, so those numbers will have to be taken into account (nearly $20 million is the estimate). But what I'm saying is if you logged on to buy tickets at Moviefone or Fandango two weeks ago for a screening on Saturday, it doesn't increase Saturday ticket sales any more than if you walked up to the window at showtime. All advance sales do is reserve your ticket; you're protecting from the sell-out. But it's not like the theater can sell you a seat two weeks in advance and sell that same seat to someone else the day of the show.
If they've got 600 seats in their biggest house, it doesn't matter when those tickets sell; they've still only got 600. That's why I don't put much stock in the advance sales. If it sells out Thursday or Saturday, it's still the same number of tickets.
As for the Batman/Spider-Man comparison, without even looking I can tell you that the three Spider-Man films have outgrossed the five previous Batman films. I would say that it's nearly a two-to-one margin even with fewer films. The Spider-Man trilogy made over a billion dollars. I think in the U.S., the Batman films are around six hundred million or so.
Batman Begins did a U.S. total of what Spidey 3 managed in less than two weeks. Is Spidey 3 a bad movie? Sure it is. Half of Titanic is bad, too. But the reason Titanic is the biggest earner ever and the reason Spider-Man 3 holds the weekend record (at least for now) is because neither one of them had any competition. Titanic ran uncontested for practically three months. Of course it's going to make money.
And as for the competition The Dark Knight faces, the mere fact that there are fresh choices or choices that are themselves worthy of a headline or two will make some people wait to check out The Dark Knight when they think the lines will die down.
Look, I'm not saying The Dark Knight is going to tank; actually, among online sources that are doing any amount of research into this at all and not estimating box office based on how big their hard-on for this movie is, I'm actually on the high end of predictions.
I understand the capacity of a theater...I'm not a fool. My point was, advance ticket sales DO make a difference, because those midnight screenings would never have happened if the tickets didn't sell out beforehand. You dismissed them as meaningless for the reason that you mentioned-number of seats. I stated that they did in fact have meaning, in that they didn't cause the theaters to add seats, but to add showings. THAT made a huge impact on the box office sales...nearly 19 million on the first night I believe, topping the previous record for that which was one of the newer star wars movies. And yes, the Spider man movies far outgrossed the previous batman movies. With the exception of the first two batman movies, the tim burton ones, the other batman movies were absolutely horrendous. In terms of budget, none of the previous batman movies had any comparison to spiderman. But the point really isn't about any prior batman movies. The fact is, this movie is on a bigger scale than any of those. On par perhaps with the spider man movies in terms of special effects, stunts, etc, but in terms of quality of acting and overall quality of the movie, there is no comparison. I saw spiderman 1 and 2. The first was decent, the second movie was so bad I couldn't even bring myself to see the 3rd, and pretty much ignored it's opening. I was very impressed with Batman Begins, although I didn't see it in the theaters, and was waiting nearly a year for The Dark Knight. The Dark Knight was by far better than any previous batman movie, and every other movie of its genre fairly pales in comparison in terms of quality, unless you include Sin City, and some people will definitely disagree with me on that.
If we're going to talk pure numbers here, add $160+ million or so that the dark knight has done in the last 4 days to that 600 million figure, account for everyone waiting for the hype to die down as you predict, and I'd say this movie alone will make up for the deficiencies of the previous movies. Not to mention the movie itself is actually amazingly good.
I must admit though, your estimates were fairly on point. add a bit to the dark knight and mama mia, and take a bit from hancock and hellboy and you were right there.