Is it nostalgia that's boosting TMNT profits?
So here’s some news: Teenage Mutant Ninja Turtles just breezed past Guardians of the Galaxy to the top of the box office. Yes, you can go back and read that again. The new addition to the TMNT franchise has taken a Turtle-worthy beating in reviews over the past week, but that didn’t stop it from beating the critically and fan-acclaimed Guardians, after the Marvel flick has spent just one week on top.
The new and improved (well, new anyway) Turtles raked in $65 million on its first weekend, while Guardians checked in at just $41,5. Unfortunately, this doesn’t even top the market analysts’ predictions for TMNT, which largely underestimated the potential of grown-up Ninja Turtles fans, predicting a slow start with around $45 million. According to USA Today says that 55% of moviegoers were 25 or older, a surprisingly mature demographic. Not so surprisingly, 61% of the audience was male, Paramount says. 'The film obviously had greater-than-expected appeal to nostalgic parents," says Rentrak's Paul Dergarabedian. At this point, we won’t add the obligatory “No ----, Sherlock” comment, but feel free to do it in your mind.
The rest of the box office held few surprises – third place went to the disaster movie Into the Storm, while feel-good comedy The Hundred Foot Journey also met most of its modest expectations, taking fourth place with $11.1 million. Scarlett Johansson’s not-so-brainy thriller Lucy seems to be on its way out, in fifth place with $9.3 million.