Here’s how Friday went down:

1. Harry Potter Part V – $26.2 million
2. Transformers – $10.92 million
3. Ratatouille – $5.34 million
4. Live Free or Die Hard – $3.145 million
5. License to Wed – $2.34 million
6. 1408 – $1.595 million
7. Evan Almighty – $1.513 million
8. Knocked Up – $1.089 million
9. Sicko – $710,000
10. Ocean’s 13 – $585,000
11. Capitvity – $515,000

ANALYSIS
Friday’s numbers bode well for Harry Potter which earned theater owners over $6K a screen on Friday. This average per screen should climb even higher on Saturday in the range of $8K or $9K perhaps and Sunday’s number should be solid as well. Sunday is the critical number, but right now its feasible that Harry Potter will climb higher than $90 million for the three day and bring its total earnings since release 3 days ago to $140 million.

The above signifies that the Harry Potter franchise is indeed not dead and counter-programming efforts thereby were unsuccesful yesterday in making a dent as all roads lead to Hogwarts on Friday. CAPTIVITY, the smart small psychological thriller was dissapointing in its mid-sized release earning about $500 a screen on its more than 1,000 screens for a Friday total of $515K. This is far less than the producers had hoped for the film, but in view of the playability and the fact that we’re in summer with not much competition as far as the teen horror and thriller market is concerned, I can foresee this title making it to roughly $10 million in box office.

The $10 million box office amount is significant for a title like CAPTIVITY because of Home Entertainment revenue which is calculated by the box office amount and $10 million is a threshold from which the DVD distributors of that title can try to launch about 750K to 1 million units into the marketplace. This would in turn yeild approximately 7 to 10 million dollars to recoupt the price tag of the film and some of the marketing spend.

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