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Box Office Mojo :: Serenity
Oct. 3rd, 2005 08:25 am'Serenity' Moseys to Tame Start
Aiming for big screen success from humble television origins, Serenity corralled a tame estimated $10.1 million from 2,188 theaters, failing to buck modest industry expectations. Neither hit nor flop, initial attendance for writer-director Joss Whedon's $39 million space western was in the range of Red Planet and Titan A.E. and less than half that of The Fifth Element, which shared plot similarities. According to distributor Universal Pictures' exit polling, 52 percent of the audience was over 30 years old and 61 percent was male, while the top three reasons moviegoers cited for seeing the picture were the "story," the "action" and the "humor."
Universal's head of distribution, Nikki Rocco, was hopeful that positive word-of-mouth will broaden Serenity's audience beyond fans of Firefly, the 2002 series on which the movie is based. The picture scored an "A" grade from CinemaScore, which polls opening night moviegoers. Universal's research
suggested 88 percent of the audience rated the picture "excellent" or "very good," which is solid but not exceptional.
Aiming for big screen success from humble television origins, Serenity corralled a tame estimated $10.1 million from 2,188 theaters, failing to buck modest industry expectations. Neither hit nor flop, initial attendance for writer-director Joss Whedon's $39 million space western was in the range of Red Planet and Titan A.E. and less than half that of The Fifth Element, which shared plot similarities. According to distributor Universal Pictures' exit polling, 52 percent of the audience was over 30 years old and 61 percent was male, while the top three reasons moviegoers cited for seeing the picture were the "story," the "action" and the "humor."
Universal's head of distribution, Nikki Rocco, was hopeful that positive word-of-mouth will broaden Serenity's audience beyond fans of Firefly, the 2002 series on which the movie is based. The picture scored an "A" grade from CinemaScore, which polls opening night moviegoers. Universal's research
suggested 88 percent of the audience rated the picture "excellent" or "very good," which is solid but not exceptional.
