'Solo' Is Putting Up Disappointing Numbers in Memorial Day Weekend Box Office

28 May, 2018, 19:19 | Author: Regina Boyd
  • Getty Images for Disney

As Entertainment Weekly reports, the Thursday night preview showings for the film generated $14.1 million, making it the biggest Thursday going into Memorial Day weekend since Pirates of the Caribbean: At World's End set the record with $13.2 million. Last week, forecasts ran as high as $150 million for the four-day haul of "Solo".

So what happened? For "Solo", it could be a mixture of things from brand fatigue (the last "Star Wars" film was just in theaters five months ago) to the film facing more competition in the summer season. Internationally the film has brought in an estimated $65 million for the weekend, making its three day global total $148 million.

So even though $101 million is still a solid opening that most film franchises would love to have, success is judged differently for the galaxy far, far away. The movie falls in the same spot for Metacritic scores, though Rogue One places just slightly above Solo there. The next one is Episode IX in December 2019, while Disney is also reportedly planning standalone films for Obi-Wan Kenobi, Lando Calrissian, and Boba Fett. But the comparisons to Rogue One are noteworthy, given that was a spinoff as well and it did considerably better. Unsurprisingly, the prosperous motion picture trio all inhabit the superhero genre: Deadpool 2 ($125M), Black Panther ($202M) and Avengers: Infinity War ($257M).

According to Exhibitor Relations, the three-day total for Solo is estimated to be $83 million domestically.

In this field, the "Solo" opening doesn't look so bad. If this trend continues Star Wars seems likely to remain a mostly Western fantasy....

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The per-screen average attendance for every other live-action Star Wars movie since has been above 4,000 people, with The Force Awakens peaking for post-OT installments with 6,900. Will Solo's underperformance have any impact on future Anthology movies? That is a lifetime ago on the scale of box office inflation. For instance, Solo had a $3.3 million opening day in the second biggest market for American blockbusters in the world, almost two-thirds down from The Last Jedi's also anemic $9.7 million opening day.

It's a lot to ask of Star Wars fans to maintain the same level of excitement across that many Parsecs.

It's not often - i.e. ever - that you see the words "Star Wars" and "box office bomb" in the same sentence, but... The movie did top the holiday weekend with about 11 million tickets sold for the four days.

All non-forecast box office data via Box Office Mojo.

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