A natural drop in last weekend’s spectacular numbers for Fifty Shades of Grey wasn’t unexpected, but the fall-off was steeper than expected: minus 73%. Commentators are claiming that the film based on the erotic thriller by E.L. James was unable to cater to audiences beyond the hardcore fans of the book. Others say that toning down the most explicit aspects of the books and doing away with any male nudity was a mistake. But Universal, that reportedly spent just $40 million to produce the film, has nothing to complain about and can keep happily counting its receipts. Domestically Fifty Shades was still number one, adding $23 million for the second weekend. Internationally, the film starring Dakota Johnson and Jamie Dornan was number one in 52 out of 58 markets, for a ten day total of $410 million. The numbers are particularly impressive in the UK, with a cumulative $39 million, in Germany ($27 million), in  France ($20 million), followed by Brazil and Italy, with Korea and several Middle East markets opening next week.
 
Back to the domestic market, the number two and three spots were taken by a pair of titles that managed to maintain their positions from last week. Kingsman: The Secret Service, the Colin Firth vehicle directed by Matthew Vaughn, was second with a haul of $17.5 million, for a domestic total of $67 million. The SpongeBob Movie: Sponge Out of Water, in its third weekend, made $15.5 million, for a total $125 million. Among the new offerings, McFarland, USA came in at number 4 with $11.3 million, proving that audiences have not had enough of seeing Kevin Costner in sports-themed films (Think of: Bull Durham, Field of Dreams, Tin Cup, For the Love of the Game, Draft Day). Next, and right below was the teen comedy The Duff, with $11 million, three quarters of which came from young females. Things were not as good for Hot Tub Time Machine 2. It was still directed by Steve Pink, and most of the original cast (among others: Rob Corddry, Craig Robinson, Clarke Duke, Chevy Chase) was back, but whereas the first installment opened with almost $15 million this one brought in just $5.8.
 
The combination of the Academy Awards on Sunday and bad weather on the East Coast has kept many potential viewers out of theaters, but it did not stop American Sniper from adding another $9.6 million this week. It now stands at $320 million in North America, plus $110 million generated overseas. Clint Eastwood’s Iraq drama opened as number one in France, with over $6 million. In Japan it did better than Eastwood’s Letters From Iwo Jima, shot in Japanese. Sniper also did very well in Mexico and Brazil, next week will test the
German market.
 
In foreign territories, Kingsman keeps going quite strong, adding $33 million for an international total of $87 million. The spy movie did especially well across Asia, where it did take advantage of the Chinese New Year festivities. Particularly in Korea, where it added $9 million for a total of close to 18, topping all Bourne and Bond films. In Russia it overtook Fifty Shades, in the UK it’s above $20 million, with major markets such as Brazil, Mexico, Germany, Spain and Italy yet to open. Another movie that benefited from the Chinese New year is Dragon Blade, a Chinese film starring John Cusack and Adrien Brody that took third place internationally with $33 million. Fourth place went to The SpongeBob Movie: Sponge Out Of Water, with $22 million and  a worldwide total now over $200 million. Big Hero 6, the Oscar-winner for animation, gathered an extra $11 million, for a global box office of close to $550 million. Taken 3 has taken an extra $5 million, passing the $200 million mark from international markets. The Theory of Everything passed the $100 million mark and it will certainly benefit from Eddie Redmayne’s win at the Academy Awards for his interpretation of the iconic British cosmologist Stephen Hawking. Other winners such as Birdman, The Grand Budapest Hotel, American Sniper, Whiplash and Boyhood should also enjoy an
Oscar boost.
Lorenzo Soria