09-Oct-2021 • No Time To Die
With its American general audience skewing older and more male than rival franchises at the multiplex, it was always going to be an uphill battle to coax that demographic out of their houses during an ongoing pandemic to see 'No Time To Die', and the early box-office results prove that out.
The film made $17m on Friday at the US box-office, on top of the $6.3m in Wednesday and Thursday 'previews.' That puts 'No Time To Die' on track for a $60m opening weekend, well behind recent Daniel Craig films, so much so it may not even beat 'Quantum of Solace' which landed a $67.5m opening. This despite being on a record 4,407 screens with little competition. Unless hold-overs are stronger than any other film during the pandemic in the US, 'No Time To Die' may struggle to meet the performance of the weakest box-office film of the Craig era, 'Casino Royale', at $167m.
According to tracking, the film performed best in the coastal states and a whopping 40% of the Friday box-office came from IMAX and Premium format screens, thus inflating the box-office performance with higher ticket prices.
Comscore/Screen Engine analysis found that 37% of 'No Time To Die's US audience was over 45, a great deal high than 'SPECTRE's 29% (some of that can be explained by that audience getting 6 years older between films). The Friday audience was 64% male, with 57% over 35 years old. 52% were Caucasian, 17% Latino and Hispanic, 13% Black, and 18% Asian/other.
On exit surveys, the film registered an 81% positive score on PostTrak, with 62% saying it was a 'definite recommend'.