‘Brave’ Scores Box-Office Bulls-Eye: $24.5M Friday Points to $65M Weekend

No. 1 box-office bow for "Brave" will be 13th in a row for Pixar. "Abraham Lincoln: Vampire Hunter" looks at $17M weekend after $6.3M Friday

Last Updated: June 23, 2012 @ 9:39 AM

Pixar's "Brave" scored a box-office bulls-eye for Disney Friday, rolling up $24.5 million and putting itself on track for an opening weekend of at least $65 million. 

The big first day for the tale of the red-tressed Princess Merida assures that Pixar's perfect record of No. 1 debuts — this will be its 13th straight — is safe. Audiences gave it an "A" CinemaScore, which bodes well for a big Saturday and Sunday.

Grosses were swelled by Disney's massive rollout, biggest-ever for a Pixar film, with the movie playing at 4,164 locations. And 2,790 of those were 3D, so premium prices are boosting the returns.

Fox's "Abraham Lincoln: Vampire Hunter" managed just $6.3 million from 3,108 locations Friday, which projects to a $17 million weekend for the $70 million R-rated genre-monster mashup. Audiences gave it just a "C+" CinemaScore.

The studio's "Prometheus" did $2.9 million Friday from 2,862 locations, which raised its domestic gross to $101.4 million.  

The weekend's other wide opener, Focus Features' "Seeking a Friend for the End of the World," made $1.3 million from 1,625 locations and will finish around $3.7 million for the weekend. 

DreamWorks Animation's "Madagascar 3: Europe's Most Wanted," for two weeks running the No. 1 film in the U.S. and abroad, took in $6.1 million Friday and looks likely to make $20 million for the weekend and finish in second. 

Warner Bros.' "Rock of Ages," managed $2.5 million Friday and will finish around $8 million in its second weekend. 

The other second-week entry, Sony's Adam Sandler movie "That's My Boy" opened its second weekend with a $2.4 million Friday, from 3,030 locations. That ups its domestic gross to $22.7 million and points to a $7.8 million weekend. 

The studio's "Men in Black 3" took in $1.7 million, putting it on track for a weekend in the $5.6 million range. It has taken in $159.4 million domestically, $561 million worldwide.

Universal's "Snow White and the Huntsman" made $2.5 million Friday and is looking at a $7.8 million weekend in its fourth week.

Earlier …

"Brave" is expected to take in between $55 million and $60 million at the box office this weekend, crushing the competition and giving Pixar its 13th consecutive No. 1 debut.

Disney is bullish on "Brave" and will roll it out in 4,164 locations. That's the most ever for a Pixar release, with 2,790 of those screens 3D. The studio is confident that family audiences will turn out and that many will pony up for the premium viewing experience.

"We're looking at a crossover of families and fans of Pixar, and there are plenty of both," Dave Hollis, Disney's executive vice-president of exhibition told TheWrap Thursday. The film is tracking strongly, even with young males.

"Early on we had a sense that the action sequences and the Pixar brand were resonating with boys," Hollis said, "but we'll find out for sure this weekend."

Also read: 'Brave' Review: More Than Just Another Arrow-Slinging Heroine

This is the first Pixar release since last summer's "Cars 2" opened to $66 million, went on to make $191 million and $560 million worldwide. Those are impressive numbers, but nowhere near "Toy Story 3," which grossed more than a billion dollars globally in 2010.

"A Pixar movie doesn't have to open with $100 million," Jeff Bock, senior analysts at Exhibitor Relations told TheWrap Thursday, "because it can play all summer, and this one certainly could." 

"Brave," which carries a roughly $185 million production budget, tells the tale of the red-tressed Princess Merida who, determined to make her own way in the world, defies a custom that brings chaos to her kingdom and family. Granted one wish, Merida must rely on her bravery and her archery skills to undo a beastly curse.

The voice cast features Kelly Macdonald as Merida, Billy Connolly, Emma Thompson, Julie Walters, Robbie Coltrane and Craig Ferguson. Mark Andrews and Brenda Chapman direct, with Katherine Sarafian producing and Pete Doctor, John Lasseter and Andrew Stanton executive producing.

The critics liked it. At RottenTomatoes.com, 73 percent of the reviews were positive, as were 68 percent on MovieReviewIntelligence.com. Metacritic.com gives it a 71 rating.

All that good news for "Brave" is bad news for "Abe Lincoln: Vampire Hunter." The historical monster mash-up follows a young Honest Abe bent on beheading the undead after they kill his mother. Fox has the film in 3,106 locations and foresees it opening to around $15 million, in line with analysts' expectations.

The reigning box office champ, DreamWorks Animation's "Madagascar 3: Europe's Most Wanted," is on track for a $16 million third week, so it could be a race for No. 2.

Fox has created awareness of the roughly $70 million "Abe Lincoln" — its over-the-top title and premise help — but turning that into box office will be tougher. Reports abound of movie audiences either confused or giggling at the trailer for the film, based on the best-seller by Seth Grahame-Smith. And opening opposite "Brave" complicates things.

Also read: 'Abraham Lincoln: Vampire Hunter' Review: Give This Historical Remix a Seat at Ford's Theater

"You don't want to butt heads with Pixar," BoxOffice.com editor-in-chief Phil Contrino told TheWrap. "You look at some recent films with what we might call a bizarre premise — "Snakes on Plane" or "Piranha 3D" — and everybody watches the trailers and laughs, but did they spend money on them?"

Action specialist Timur Bekmambetov ("Wanted") directs and is producing along with Tim Burton, Jim Lemley and Broadway's Benjamin Walker ("Bloody Bloody Andrew Jackson"), who is starring. Anthony Mackie co-stars.

The critics were mixed at best. MovieReviewIntelligence had 42 percent positive, Rotten Tomatoes just 26 percent. Its Metacritic rating is 49.

Days from its opening, "Abe Lincoln" had around 1,000 "likes" on Facebook — not great for a film that needs to connect with a fanboy base. To put that in perspective, "Scott Pilgrim" had 500,000 before it opened to $10 million in 2010.

It's hard to imagine the film's R-rating boosting crowds, but Fox just weeks ago successfully launched "Prometheus," another violent, R-rated film, albeit one with a Ridley Scott pedigree.

Focus Features will debut its comedy "Seeking a Friend for the End of the World" in roughly 1,400 locations. It stars Steve Carell and Keira Knightly in the story of man who seeks out his high school sweetheart when he hears an asteroid may strike Earth and co-stars Patton Oswalt and Rob Corddry. Lorene Scafaria wrote and directed.

Also read'Seeking a Friend' Review: Makes the Apocalypse Look Preferable

Carell's last film, 2011's "Crazy, Stupid, Love," debuted to $19 million and went on to make $84 million for Warner Bros., $143 million worldwide. And "Date Night" bowed to $25 million in 2010, going on to $152 million globally. But those were ensemble films, so analysts see "Seeking" bowing closer to "Dan in Real Life," which opened to $11 million and did $48 million domestically in 2007.

The two wide holdovers, Warner Bros.' "Rock of Ages" and Sony's "That's My Boy," are expected to take in $8 million and $7 million, respectively.

Sony Pictures Classics will roll out Woody Allen's latest, "To Rome With Love," in five theaters.

There are a handful of specialty releases hitting the marketplace: "Grassroots" from Samuel Goldwyn, "The Invisible War" from Cinedigm, "Nate and Margaret" from Breaking Glass Pictures and "Stella Days" from Tribeca Films.