Morning Glory

  • Morning Glory box office
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  • Directed By: Roger Michell
  • Written By: Aline Brosh McKenna
  • Release Date: November 10, 2010
  • Domestic Distributor: Paramount
  • Cast: Rachel McAdams, Harrison Ford, Jeff Goldblum, Diane Keaton

Box Office Info:
Budget: $40 million Financed by: Paramount
Domestic Box Office: $31,011,732 Overseas Box Office: $29,029,244

In 2006, J.J. Abrams’ Bad Robot production shingle landed a first-look deal at Paramount.  The first release from the partnership was Cloverfield (2008), then Star Trek (2009) and the third was Morning Glory — the first flop associated with Bad Robot.  Paramount fully financed the picture for $40 million.

The studio first dated Morning Glory for July 30, 2010 but after positive test screenings, the film was moved closer to the end of the year holidays on November 12.  Morning Glory was not tracking well in the weeks leading up to its release and Paramount decided to open it on Wednesday November 10, hoping word of mouth would boost weekend ticket sales.

Despite a boasting a cast that should have been catnip to older auds and an easily digestible, cookie-cutter concept, early weekend tracking pegged the movie with a soft $15 million.  Reviews were mixed it tanked with $1,067,685 on Wednesday.  Over the weekend, Morning Glory bowed against Unstoppable and Skyline and came in below its modest expectations with a poor $9,203,266 — placing #5 for the frame led by the holdover Megamind.  The pic declined 43.5% in its second frame to $5,200,233 and had a modest 24.8% drop over the Thanksgiving frame at $3,910,058 — but it fizzled out of theaters with just $31,011,732.

Overseas, Morning Glory pulled in weak numbers, grossing just $29 million.  Australia posted the highest cume with a modest $5.8 million.  The worldwide total was $60 million and Paramount would see returned about $33 million after theaters take their percentage of the gross — which would leave much of the global P&A expenses in the red and the budget untouched by the theatrical receipts.

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