The marketing campaign of #OneLastTime for “The Hobbit: The Battle of the Five Armies,” might have been a little short-sighted as now that most readers of TheOneRing.net and other rabid Tolkien fans have seen the film (sorry Australia friends, paddle over to New Zealand) studios are probably thinking they should have gone with #OneDozenMoreTimes.
But the Sting can’t be too great, because the film is creating liquid gold that is flowing from consumers around the world. Rentrack, that tracks such things, shows that it has a robust domestic box office, so the little film from New Zealand has earned $90 million in Yankee coin. That is a more than solid five-day total and while it could have optimally earned closer to $100 million, that number is far from disappointing. In fact, the studios should use it to pour a floor like the one in Thorin’s hall of madness to, you know, impress the other studios.
The film has such white-hot, world-wide appeal however, that unlike some films that rely on U.S. consumers, this film hardly needs them in its march to $1 billion. Now, to be clear, that billion with a “B” sounds pretty nice but should the movie “only” make, say $900 million, all but inevitable now, that is still a pretty incredible figure. Our consumer brains like to hear the “B,” but the movie is a hit either way and don’t let anybody tell you otherwise.
Globally, it is on fire, doing great business in virtually every territory, sucking up a figure of $265 million since its open. Both the previous Hobbit movies earned more than $700 million internationally and this film is ahead of those in virtually every market. Domestic tracking would put it at $250 million plus for a conservative total of $950 million. My gut tells me the sentimental “last chance for Middle-earth in the theater” (you are welcome movie studio marketing departments) will give this film a little extra run. So the real question is: Will the Hobbit make more than the last Transformers movie? That shows at Boxofficemojo.com with a total of $1.08 billion. One of those two films is destined to be the biggest financially of the year. I generally dislike movie vs. movie comparisons, but I am both cheering for WB’s fantasy flick and against Michael Bay’s painful, loud snooze fest.
TOTALS: Domestic: $ 90.6 million + International: $265 million = Total worldwide: $355.6 million.
It is funny how big hits like “Guardians of the Galaxy,” and “The Lego Movie,” both fall well short of that $1 billion mark and are praised as giant successes — which they are. But, anybody remember some of the negative buzz with last year’s “Desolation of Smaug” being “disappointing?” It only made $958 million. Before that, some folks tried to say “The Hobbit: An Unexpected Journey,” was “doomed to failure” and then when it obviously wasn’t doomed or a failure, it was then termed as “not quite so bad, but still has no shot at $1 billion.”
First, that is just an arbitrary mark that looks good on a resume but it did cross that arbitrary mark despite the cries of “failure.” Bad buzz, even when it is fake, can hurt the box office. I got mad and wrote Death of ‘Hobbit’ at box office greatly exaggerated. I will not lie, punching holes in absurd journalism made it one of my favorite pieces I have ever put together for TORn. Also, it is relevant to how BOTFA is kicking some trash. So yeah, I had to link to it #OneLastTime.
Guardians will out-earn Hobbit in the U.S., but can’t touch it internationally. Marvel/Disney’s world-wide total will be approximately the same as Hobbit’s international-only money. Warners could have let everybody in the U.S. watch it for free and it would have earned the same as Guardians. #NotAFailure
The latest Hunger Games flick, “Mockingjay: Part 1,” is sitting around $640 million for its world total. Great numbers, but not Hobbit numbers. And Lego, as great a success as it is (and a great movie), isn’t half Hobbit 3’s final — even with Gandalf in it. In fact BOTFA is closing in on it fast.
BONUS TEASERS: While we are here, I will take a second to tease a pretty incredible Ian McKellen interview coming in the next day or so. That sounds immodest of me to say since it is my piece, but it is the journalist getting out of the way and letting Sir Ian talk. I really think it will connect with readers. He spoke at length about a lot of things including who else he thinks could have played Gandalf in The Hobbit films if he decided not to return. We also have some exclusive set photos of Peter Jackson coming in a day or two, one of which I included here in a small version. And if you haven’t heard, we are throwing a party! Details below.
Join us in Los Angeles in February at The One Last Party
We’re hosting a Party of Special Magnificence next February — a toast to all SIX movies, both LOTR trilogy and The Hobbit.