Our compact half-term school holidays always concentrate the minds of UK families, offering rich potential for bonanza box-office over a highly compressed time period. And so it has proved with the half-term just ended: from Friday 14 February to Sunday 23 February, The Lego Movie has taken an astonishing £19.72m in just 10 days of play, an average of nearly £2m per day. Add in the previews from the previous weekend, and the film’s tally to date rises to a stonking £21.88m. That’s more than the lifetime totals of the two lowest-grossing Pixar films – Cars and Cars 2 – and is also ahead of both Kung Fu Panda pictures from DreamWorks Animation. Next in its sights: Madagascar (£22.7m) and Wall-E (£22.9m).
Backers Warners will take particular comfort from the fact that box-office sales for Lego rose at the weekend from the previous frame by 1%. With an amazing £5.98m over the three days, The Lego Movie has achieved the highest second-weekend tally since Iron Man 3 last May. Among animations, Despicable Me 2 scored just under £4m in its second session, and Frozen managed £4.21m. Top second-weekend takings for an animated feature remains Toy Story 3, with £8.11m.
An apt comparison for The Lego Movie might be The Simpsons Movie, since they are both non-sequels featuring a highly familiar brand. The Simpsons stood at £24.19m after two weekends of play, on its way to a £38.7m total. Warners will be hoping that The Lego Movie will show stronger staying power, although the pace of takings will inevitably dip now that kids are back at school.Read More