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No studio was crazy enough to release a movie opposite Harry Potter, but this did create an opportunity for some smaller titles to chance their arm, hoping to pick up audiences not excited by Deathly Hallows. Two weeks ago, it was down in 13th position. Dropping a relatively slim 35%, it moved back up to seventh place. The title with the smallest decline in the top 10 is 3D animation Alpha and Omega, which continues to defy gravity. Despicable Me held on to its cinemas but, being a family film, nevertheless lost a big portion of its audience, falling 40%. The Social Network went down from 333 cinemas to 171, and saw takings drop by 60% as a consolation, David Fincher's film celebrated cracking £10m. But even pictures that had hitherto been enjoying modest falls were affected. Saw 3D also lost more than half of its locations, falling a slightly steeper 80%. Titles that had been achieving weak screen averages were particularly vulnerable, with Burke and Hare shedding more than half of its sites, in the process plunging by 75% in box office. In the second, it physically displaced the competition from all those screens it occupied. In the first place, Potter sucked audiences away from competitor titles. With Harry Potter arriving on at least 1,200 screens at 579 cinemas nationwide, all other films suffered. With Deathly Hallows and second-place film Due Date added together, Warners achieved 89% share. Overall, Deathly Hallows achieved 83% of the total gross of the top 10 films at the weekend.
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But by opting not to go the preview route, Warners concentrated consumer spend into the Friday-Saturday-Sunday period, resulting in a record three-day result. In July 2009, for example, Harry Potter and the Half-Blood Prince debuted with £19.78m including £7.85m in previews. Who knows what might have resulted had Warners continued with its original plan to release Deathly Hallows in 3D.ĭue to the common practice of boosting blockbusters with a couple of days of previews, Deathly Hallows has technically not achieved the biggest "opening" of all time. Previously, the biggest three-day opening for a Harry Potter film was Goblet of Fire's £14.93m in November 2005. That is, by a considerable margin, the biggest ever three-day opening at the UK box office, beating Quantum of Solace's £15.38m. But even backers Warner Bros may have been pleasantly surprised by the number that did emerge: £18.32m. With hardly any other major movies currently on release, Harry Potter and the Deathly Hallows Part 1 was always on course to open with blockbuster box office.