‘Pokemon’ Opens With a $10-Million School Day

“Pokemon: The First Movie” appears headed for a sensational debut weekend based on Wednesday’s opening day estimates of $10.14 million in 2,901 theaters. That places the Japanese-made animated film right behind such Wednesday blockbuster debuts as “Star Wars: Episode I The Phantom Menace,” “Independence Day” and “Men in Black.” And “Pokemon’s” take came mostly at children’s reduced price admissions on a typical school day.

Warner Bros. distribution head Dan Fellman says “Pokemon” is the studio’s biggest Wednesday opening ever, far ahead of “Wild Wild West’s” $7-million and “Batman’s” $6.3-million midweek start. Fellman’s preliminary survey of theaters playing the animated film indicate most 7 p.m. shows were sold out and that even 9 p.m. and late shows were heavily attended. The film is playing across a broad spectrum of audiences from urban to suburban to rural. Attendance was so strong that Warners’ trading card promotion was facing shortages based on opening day business. “We didn’t anticipate such success,” Fellman admits. The studio and its promotional partner Nintendo promise to remedy any shortages “as soon as possible.”

Warner Bros. was looking forward to comparable business Thursday, with 65% of schools out for the Veterans Day holiday, which would mean “Pokemon” would be going into the weekend with at least $20 million in the till. The first five days of release could rival Disney’s “A Bug’s Life,” which brought in $45.7 million last year over the Thanksgiving Day recess.

According to Paul Dergarabedian of Exhibitor Relations, “Pokemon” could best the November non-holiday weekend record established just last year with “The Waterboy,” which grossed $39.4 million in its first three days of release and it should certainly surpass “Rugrats’ ” $27.3-million debut last year before Thanksgiving, which now stands as the best non-Disney animated opening. The sequel to “Pokemon,” which is already completed, is tentatively scheduled for next August, but could debut even sooner based on response to the first film, Fellman indicated.