According to various online sources, James Cameron‘s Avatar made $27 million at the domestic box office on Friday. (That figure includes the $3.5 million the 3D futuristic epic earned at midnight showings Thursday night.)
Sounds impressive? Well, it is. Cameron’s prior blockeviscerating epic, Titanic, made a mere $28.6 million on its opening weekend.
Sounds unimpressive for little Titanic? Well, think again. Ticket prices are now considerably higher than they were 12 years ago — $4.59 vs. $7.18 last year as per the National Association of Theater Owners. In other words, had Leonardo DiCaprio and Kate Winslet gone down with the ship (well, one of them did) late last year, Titanic‘s first-weekend take would have been $44.7 million. Add a few more millions to that number and you’ll get box-office figures to match late 2009′s higher ticket prices. Also, it’s worth noting that Avatar tickets are even costlier for IMAX and 3D screenings, where most of its box-office take has been generated.
Putting things into better perspective: Avatar‘s $27 million is nothing to sniff at, but thanks to Robert Pattinson and Kristen Stewart‘s on-screen chemistry, Chris Weitz‘s The Twilight Saga: New Moon grossed $72 million on its first Friday a few weeks ago. Not far behind, Michael Bay‘s special-effects-laden Transformers: Revenge of the Fallen made $62 million on its first Wednesday.
Even if you factor in that both New Moon and Revenge of the Fallen may have opened in more theaters than Avatar and had shorter running times, that’s still quite a discrepancy.
Another big discrepancy is the one between Avatar and its current competition. According to early estimates, no other movie made more than $3.4 million on Friday, which is what Disney’s The Princess and the Frog earned at the number two spot. Sandra Bullock‘s The Blind Side took in $3.1 million, the much-panned Hugh Grant-Sarah Jessica Parker comedy Did You Hear About the Morgans? debuted at fourth with $2.4 million, while Pattinson and Stewart (and Taylor Lautner) are still hanging in there, with The Twilight Saga: New Moon in fifth with $1.4 million.