Toy Story 5 Tops Box Office, Supergirl Disappoints

The box office saw a significant upset this weekend, with Toy Story 5 maintaining its top spot and Supergirl opening to a disappointing $40M domestic. This comes as a surprise, given the hype surrounding the film. The low opening can be attributed to the finicky nature of fanboys and fangirls when it comes to big screen superhero properties.

What happened

Toy Story 5 is still ruling the box office, with a second weekend around $70M+ depending on the turnout from families. However, Supergirl filed a lower-than-expected $40M domestic opening. The global start looks to hover around $75M, with $11M so far abroad from 78 markets and 40,000 screens. CinemaScore was a B-, which is lower than other DC films.

The definite recommend on Screen Engine/Rentrak's PostTrak is 52%, which is low for a planned summer tentpole of this magnitude. Men gave Supergirl a very low definite recommend at 45%, while women were slightly better at 62%. Tracking firms saw this coming, with Supergirl being one of the wobbly event films this summer.

Why it matters

The low opening of Supergirl has significant implications for the film industry. It highlights the challenges of expanding demographics beyond older men and the importance of having a sticky marketing campaign. James Gunn and Peter Safran are tasked with delivering filmmaker-driven fare that isn't cookie cutter, and this film's performance may impact their strategy.

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How to think about it

When evaluating the success of a film, it's essential to consider the various factors that contribute to its performance. This includes the marketing campaign, the target audience, and the overall quality of the film. In the case of Supergirl, it's clear that the film's low opening was due to a combination of these factors.

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