The wait is over, as the 25th Bond finally hit US movie screens yesterday, grossing $23.3M, including $6.3M in previews, on its way to a weekend of $60M at 4,407 theaters.
This is where tracking spotted Daniel Craig’s swan song as 007, and as we continually wrote, if Bond was going to overperform, it would mean that an overabundance of older moviegoers (45+) came out. Bond inherently is a property that skews older, and not younger like the Marvel properties. CNBC brazenly, and incorrectly, declared that No Time to Die was poised to make $100M at the domestic B.O., and that number was never in any rival studio or MGM/United Artist Releasing’s calculations. Even though advance ticket sales were outpacing Venom: Let There Be Carnage, in the pandemic era all box office forecasting has been thrown off course. That, in addition to the fact that in general, pandemic moviegoers make their decisions to go to the theater largely that day, not in advance.
The multiple release date changes on Bond and the publicity of the film being Craig’s last in the tuxedo certainly hyped up box office expectations, but understand that this was always IP intended for older moviegoers. It was never expected to be a Marvel movie, and many look back at Skyfall as an anomaly, given how it truly tapped into Bond’s past in a way that no other title in the franchise did. Rival distribution brass aren’t throwing any shade on No Time to Die‘s opening, even though it’s the third-best, currently behind Skyfall ($88.3M) and Spectre ($70.4M); in fact, they’re thrilled.
“In an October where Venom 2 can open to $90M, then Bond to $60M, Halloween Kills to $40M, and Dune to $30M+, that’s fantastic,” said one non-MGM suit to me yesterday. Again, Monday morning isn’t a time for streamers to take a victory lap: Moviegoing is waking up, especially coming off of last weekend. Consider the fact that No Time to Die‘s opening is right around where Mission: Impossible – Fallout ($61.2M) and Mission: Impossible – Rogue Nation ($55.5M) opened stateside. That’s the wheelhouse for these older-leaning spy action films.
Other things to know about Bond:
–This is the longest Bond ever at 2 hours and 43 minutes. While time never slowed down box office for the latest Star Wars or Avengers movies, it does play into whether or not the older folks come out. Comscore/Screen Engine shows that 37% of No Time to Die‘s ticket-buyers were over 45, proportionally a higher share than Spectre‘s 29%.
—No Time to Die‘s opening day is the fourth-best among the Craig titles, behind Skyfall‘s $32.7M, Spectre‘s $27.4M, and Quantum of Solace‘s $27M. The pic’s first day (plus previews) is ahead of Mission: Impossible 6‘s opening day ($22.8M) and Mission: Impossible – Rogue Nation ($20.3M).
–Bond always makes his lion’s share abroad, and many are very encouraged and thrilled by the…