'Rango' Wins Four-Way Shootout: Box Office Report March 4 - 6

We're off to see the lizard!Johnny Depp'sheroic chameleon led'Rango'to a No. 1 debut at the box office this weekend with an estimated $38.0 million.

The cartoon Western with the all-animal cast had been expected to open a bit higher, in the $40-44 million range. It may have been hurt by the fact that it wasn't in 3D (it's the first animated feature in recent memory that isn't), by competition from the still-strong'Gnomeo& Juliet'and by middling word-of-mouth (kids may have enjoyed it more if so many of the jokes weren't pitched over their heads). Still, positive reviews, a broad release pattern (nearly 4,000 screens), ubiquitous marketing and the beloved Depp helped give 'Rango' the biggest per-screen average ($9,701 per venue) of any wide-release film this weekend.

Opening in second place,Matt Damon's'The Adjustment Bureau'did a a couple million better than expected, bringing in an estimated $20.9 million. The figure is especially impressive given that 'Bureau' was targeted at the same adult drama audience already being served by such films as'Unknown,''The King's Speech,'and Damon's own'True Grit.'The sci-fi romance benefited from evocative marketing that made it look a lot like last year's smash 'Inception.' The movie marks Matt Damon's best opening since'The Bourne Ultimatum'four years ago.


Also opening better than expected was teen horror/romance'Beastly,'with an estimated $10.1 million, good for third place. Predictions had suggested the movie would open at around $8 million, since neitherVanessa HudgensnorAlex Pettyferis a proven box office draw, and since the teen movie market already includes'Justin Bieber: Never Say Never'and'I Am Number Four'a very similar film to 'Beastly,' right down to the casting of Pettyfer as the unearthly, tormented lead. Nonetheless, 'Beastly' had terrific word-of-mouth, especially among viewers under 18.

Last week'stop movie,'Hall Pass,'slipped to No. 4 this week with an estimated $9.0 million. That's just a 33 percent drop from last weekend. The midlife crisis comedy's ten-day take is $27.0 million.

'Gnomeo& Juliet,' which finished just a nose behind 'Hall Pass' last weekend, came in fifth this week, earning an estimated $6.9 million. That's a drop of 48 percent from last week, not bad given competiton from 'Rango.' The Shakespeare-spoofing cartoon's four-week total is $83.7 million.

'The King's Speech' was expected to enjoy a bounce this weekend after last Sunday's Oscar sweep (including Best Picture, Best Actor, Best Original Screenplay and Best Director prizes). While it did hop up one rung fron No. 8 to No. 7, it earned slightly less this weekend, an estimated $6.5 million (down 11 percent), having also lost 145 screens. Still, it's impressive for a movie in its 15th week of release to still be earning $6.5 million. The indie drama's box office to date stands at $123.8 million; a $150 million take seems within reach.


The fourth new wide-release movie of the week,'Take Me Home Tonight,'didn't even crack the top 10. Given the '80s-nostalgia party comedy's confused marketing (was it for teens or Gen X-ers?),Topher Grace'snever-proven box office appeal as a movie leading man and the film's competition for the raunchy-comedy audience against 'Hall Pass' and'Just Go With It,'it's no wonder the movie opened beneath optimistic projections of $6 million. Rather, it debuted at No. 11 with an estimated $3.5 million. Plus, the release had a distinct whiff of mothballs. It's been sitting on the shelf for four years, so the nostalgia it evokes best is for the heady days of 2007, whenAnna Fariswas still a box office draw.

'Rango' - Trailer No. 3

The full top 10:
1.'Rango,'$38.0 million (3,917 screens),new release
2.'The Adjustment Bureau,'$20.9 million (2,840),new release
3.'Beastly,'$10.1 million (1,952),new release
4.'Hall Pass,'$9.0 million (2,950), $27.0 million total
5.'Gnomeo& Juliet,'$6.9 million (2,984), $83.7 million
6.'Unknown,'$6.6 million (2,913), $53.1 million
7.'The King's Speech,'$6.501 million (2,240), $123.8 million
8.'Just Go With It,'$6.500 million (2,920), $88.2 million
9.'I Am Number Four,'$5.7 million (2,903), $46.4 million
10.'Justin Bieber: Never Say Never,'$4.3 million (2,254), $68.9 million

•Follow Gary Susman on Twitter @garysusman.

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