‘Fifty Shades Freed’ Heading For $40M

By Anthony D’ Alessandro

Writethru, Saturday 8AM: E.L. James’ Fifty Shades Freed continues to keep it up at the B.O. with a $40 million-plus opening weekend, still only 14% off from the opening of Fifty Shades Darker last year ($46.6M), which is a solid ease for a threequel. Threequels are notorious for being the lowest out of a franchise’s bunch at the box office with the exception of most superhero movies.

Even more hope for Freed‘s longevity? The Universal erotic drama release ties up its second B+ CinemaScore tonight after Fifty Shades Darker a year ago; proof that the fans are attending versus when Fifty Shades of Grey was slapped with a C+. Uni insiders blamed that on non-fans sinking that pic’s grade.

And in second we have Sony Animation’s Peter Rabbit with $22M, which gets an A- CinemaScore tonight — which is the same grade that Illumination/Universal’s Hop earned. That was a similar project (sans the Beatrix Potter source material) built around a British comedian playing a rabbit. That Easter bunny film opened to $37.5M seven years ago and bounced to $108M domestic, $183.9M worldwide.

Given the lack of family fare for quite some time, it will be interesting to see if Peter Rabbit jumps higher than that. Sony has a history for reigniting a children’s classic and succesfully turning into popcorn fare: Between two movies, Stuart Little logged $470M worldwide.

This report was originally published on Dead Line and click here for full reporting.


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