2013 Box Office: Summer More Sizzle Than Slump
The news involving the Hollywood box office for the most part has been pretty negative especially in terms of the annual total gross or all the action movie flops this summer. One thing that has been overlooked is the overall success of the summer. It actually did better than most people noticed. Or most journalists took note of.
Continuing from where I last kept track, July was actually a bigger month than most people noticed. Yes, the big news of the action flops of that month like The Lone Ranger, Pacific Rim, Red 2 and R.I.P.D. What shouldn’t be overlooked were the big successes of the month like the minion power of Despicable Me 2, the goofball comedy of Grown Ups 2, suspense of The Conjuring and even the successful action-packed delivery of The Wolverine. Overlooked by most, 2013 produced the highest-grossing July ever with $1.291 billion: $20 million more than the previous July record set in 2008 and almost $220 million more than July 2012. Funny how the flops made bigger news than the successes.
August also continued the run of success for the summer of 2013. It opened with the success of 2 Guns, continued with the temporary success of Elysium, received surprise successes from We’re The Millers and Lee Daniels’ The Butler and ended on a bright note with the opening of One Direction: This Is Us. At the buzzer, August 2013 grossed $755.4 million: $16.4 million more than August 2012. 2013 is not the highest-grossing August ever as it’s been outgrossed by the Augusts of 2001 and 2007.
So if you want to give a rough estimate of comparing summers, by simply adding up the grosses from May to August of both 2013 and 2012, the summer months of 2013 grossed slightly more than $425 million more than the summer months of 2012. This is a welcome relief after the slumping of the first four months of the year. It doesn’t completely make up the deficit it had over the monthly pace of 2012’s total gross but it does help gain a lot back and reassure us that people still like to go to the movies despite how many forms of entertainment people have.
One thing is the successes and failures of 2013 can teach Hollywood a lot about shelling out movies for the public. I will admit that the news about the constant flopping of the big budget action movies did deserve to be made note of. In fact it continued with Elysium despite how good quality it was. One thing that should have also been taken note of was the low-budget successes that happened. Some of which had quite minimal expectations put on them. First example is the horror drama The Conjuring which made $136 million total all on a budget of $20 million. In fact it debuted at #1 in its opening weekend with a gross more than double its budget. Another example is the oddball comedy We’re The Millers. It never was #1 at the box office but it opened with a healthy opening weekend of $26.4 million and went onto a gross that currently stands at $132 million. This movie had to be the movie that had legs this summer. The most current example is Lee Daniels’ The Butler. That’s not your typical summer fare but it held the #1 spot during the last three weekends of the summer and just hit $100 million this weekend. Hollywood, take note.
It’s not to say that action moves were a complete dud this summer. It actually opened strong with Iron Man 3 and continued with Star Trek Into Darkness and World War Z. However the first sign that the crowd was about to tire of this genre was when Man Of Steel didn’t gross as much as hoped. Sure, $291 million is still impressive and has it as the 3rd-highest grossing movie of 2013, but more was expected. I believe that was the first sign that it would be all downhill from here for this summer’s action flicks.
What should be noted is that the biggest winners at the box office were not necessarily the action movies but the animated family movies. Iron Man 3 may have been the highest grossing movie of 2013 so far but Despicable Me 2 is the second-highest. Its Minion Power took it to a total gross of just over $359 million. Monsters University holds as the fourth-highest of 2013 with $265 million. A third animated movie, Epic, also received an impressive total gross of $107 million.
So that sums up the summer of 2013. Action-packed, animatedly-charming and surprises out of left field. For every box office dud, there were hits. The bad news of the summer action flick would lead to good news of this summer’s total gross. Hollywood should learn from this summer and prepare not simply for a better summer but a smarter-planned summer for 2014.