UK Box Office

One Direction This Is Us one-direction-this-is-us-film-3d

With nearly triple the gross of the second-placed film, One Direction: This Is Us is a convincing winner at the UK box-office, grossing £3.47m including a hefty £1.27m from extra day Thursday. With schools still on holiday, Directioners were able to rush out for Thursday daytime showings without the downside of truanting, and may already have been back for second helpings. The opening is massively ahead of recent films in this 3D concert/documentary genre: Katy Perry: Part of Me (debut of £449,000 including £91,000 in previews) and Justin Bieber: Never Say Never (£821,000). However, This Is Us is behind the pace of Michael Jackson‘s This Is It, which kicked off in 2009 with £4.88m including £2.03m in previews, on its way to a final tally of £9.80m.

Twitter had been abuzz with misdirected speculation that This Is Us might open with a huge, blockbuster, record-setting number, perhaps fueled by coverage of Ladbrokes offering paltry 4-1 odds for the film eventually beating Skyfall here (£103m). That was never a remote possibility, andMorgan Spurlock‘s picture will have done very well indeed if it can match This Is It, currently the record-holder for both a concert movie and a documentary. For context, This Is It lies outside the top 400 all-time hits at the UK box-office.

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The other three new entries in the top 10 – Pain & GainThe Way, Way Back and You’re Next – all did unremarkable business, especially when you consider that all their grosses were boosted by significant previews. You’re Next (£524,000 including £170,000 from Wednesday/Thursday) is at least nicely positioned for strong conversion on DVD.

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