Weekend Box Office : ‘Birdcage’ a Surprise in Small Markets

Some people said it would never play in small-town America. But they were wrong. “The Birdcage,” the American telling of “La Cage aux Folles” starring Robin Williams and Nathan Lane, spread its wings at the box office, pulling in $18.3 million on its opening weekend. It was the third-biggest March opening ever (after the first two “Teenage Mutant Ninja Turtles” movies in 1990 and 1991).

“The feeling in the industry was that it would play well in big cities, but not in Peoria,” said Gerry Rich, head of distribution at MGM/UA. “But this movie played as far down the market as Alaska. Theaters that you expect to bring in $2,500 on a weekend ended up doing $10,000 to $12,000.”

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Weekend Gross/ Screens/ Weeks in Movie (Studio) Total (millions) Average Release 1. “The Birdcage” $18.3 1,950 1 (MGM/UA) $18.3 $9,372 2. “Homeward Bound II” $8.6 2,119 1 (Disney) $8.6 $4,061 3. “Up Close & Personal” $8 1,628 2 (Disney/Touchstone) $22.2 $4,922 4. “Down Periscope” $5 2,026 2 (Fox) $14.1 $2,485 5. “Hellraiser: Bloodline” $4.5 1,465 1 (Miramax) $4.5 $3,075 6. “Broken Arrow” $4.2 1,929 5 (Fox) $58.8 $2,194 7. “Rumble in the Bronx” $3.5 1,794 3 (New Line) $24.2 $1,959 8. “Happy Gilmore” $3.3 1,945 4 (Universal) $28.9 $1,675 9. “Mr. Holland’s Opus” $3 1,564 8 (Disney/Hollywood) $66.6 $1,946 10. “Muppet Treasure Island” $2.7 1,829 4 (Disney) $28.5 $1,484 * “Fargo” $717,665 34 1 (Gramercy) $717,665 $21,108

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* “Fargo,” Joel and Ethan Coen’s black comedy about a pregnant Minnesota police chief on the trail of two killers, did extremely well on only 34 screens, taking in more than $717,000.

SOURCE: Exhibitor Relations Co.