It was an underwhelming weekend at the box office for WB's musical event "In the Heights." The highly-acclaimed and very well-received musical should have reached $20-25M. Instead, the film was only able to muster $11M, placing it at No. 2, behind Paramount's "A Quiet Place: Part II," which reclaimed the No. 1 spot in its third week.
"In the Heights" failure to launch is puzzling. Was the name power of Jon M. Chu ("Crazy Rich Asians") and Lin-Manuel Miranda ("Hamilton") not enough to draw crowds? Did the same-day HBO Max release eat into its sales? Were analysts over-confident and over-projecting? It's possible it was all the above.
Also new was Sony's family-friendly sequel, "Peter Rabbit 2: The Runaway." The follow-up to Sony's 2018 hit, finally hit screens after numerous pandemic delays. And, while family-friendly fare like "Tom & Jerry" and "Raya and the Last Dragon," had played well throughout the pandemic, this was the second weekend in a row in which a family film didn't hit expectations. "Peter Rabbit 2" only pulled in $10.4M, placing it in the No. 3 spot.
While the major releases underperformed this weekend, it wasn't all bad news. "A Quiet Place: Part II" crossed a major pandemic-era milestone, becoming the first domestic release since February 2020 to cross $100M.
The last two weekends have been very reassuring, but it's clear that there are still many bumps ahead in the road to full box office recovery. For starters, many markets including much of Canada are still closed or not at full capacity. Consumer confidence in the safety of cinemas is still low. And many people are growing accustomed to the freedom of choice in how they consume movies. The day-and-date release of "In the Heights" on HBO Max isn't the only reason for the film falling short of expectations, but it certainly didn't help.
All that said, there's probably something else at play. As the weeks get warmer, and as more of us get fully vaccinated, let's not take for granted the competition from other activities that we're starved for after a year of near-isolation.
Box Office Top Ten: June 11-13
- "A Quiet Place: Part II" (Paramount) - $11,650,000 / Overall: $108,990,215
- "In the Heights" (Warner Bros) - $11,405,000 [NEW]
- "Peter Rabbit 2: The Runaway" (Sony) - $10,400,000 [NEW]
- "The Conjuring: The Devil Made Me Do It" (Warner Bros.) - $10,400,000 / Overall: $43,800,000
- "Cruella" (Disney) - $6,740,054 / Overall: $56,000,000
- "Spirit Untamed" (Universal) - $2,500,000 / Overall: $10,900,945
- "The House Next Door: Meet the Blacks 2" (Lionsgate) - $1,064,000 [NEW]
- "Wrath of Man" (United Artists) - $615,000 / Overall: $25,966,199
- "Queen Bees" (Gravitas) - $328,300 [NEW]
- "Spiral" (Lionsgate) $305,000 / Overall: $22,609,427
Box office data comes to us from Box Office Mojo.
Matt Lissauer is a writer & data manager for Noovie. When he is not busy writing listicles, Matt is enjoying life in New Jersey with his lovely wife and three kids.