UPDATE 1-Box Office: 'Cinderella' Reigns With $70.1 Million, 'Run All Night' Falls Flat
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By Brent Lang
LOS ANGELES, March 15 (Variety.com) - "Cinderella" enchanted audiences this weekend, racking up a royal $70.1 million to lead the domestic box office and a massive $132 million globally.
The adaptation of the classic fairy tale follows Walt Disney Studios' strategy of raiding its library of animated favorites to refashion as live action blockbusters -- an approach that yielded such successes as "Maleficent" and "Alice in Wonderland," and one the studio plans to employ on "Dumbo" and "Beauty and the Beast."
"From a company perspective and a public perspective, fairy tales are a part of our DNA," said Dave Hollis, Disney's distribution chief. "This is decidedly something that Disney does and does well."
"Cinderella's" popularity left Liam Neeson's latest action-adventure, "Run All Night," huffing and puffing at the finish line. The Warner Bros. release pulled in a lackluster $11 million from 3,171 theaters, lower than pre-release tracking which suggested a debut in the $15 million range. The audience for the story of a father protecting his son (Joel Kinnaman) from mob hit men was 52% female and 86% over the age of 25.
Warner Bros. domestic distribution chief Dan Fellman said he was particularly surprised that the film attracted more women than to men. He added that the picture seemed to play better on the East Coast in cities like Washington D.C. and New York than it did on the West Coast.
"I'm a little disappointed in the results," said Fellman. "We just got off to a slow start...we felt it should have been a stronger second place, but at this point we're hoping we get a good multiple and a great hold."
It's possible that Neeson, who was recently seen making short work of European bad guys in January's "Taken 3," has simply been brandishing the gun a bit too much of late. "Run All Night" cost $50 million to produce, so it will need to attract foreign crowds if it wants to break even. Continued...