Godzilla’s Attack on IMAX® Boosts Its Box Office Power
By BloombergBusinessweek: Kyle Stock on May 19, 2014
For a 60-year-old mutant lizard, Godzilla still has plenty of blockbuster power.
The giant lizard’s latest eponymous film garnered a better-than-expected $93 million in U.S. ticket sales in its opening weekend and another $103 million from 64 overseas markets, the best international debut so far this year. Godzilla crushed in the U.K. and Russia, while Mexico—normally a tiny movie market—ended up as the movie’s third-biggest foreign box office, with $9 million in ticket sales.
The massive debut easily towered over the last time the Japanese lizard hit theaters, in 1998. Adjusted for inflation, that movie grabbed $81 million during its opening weekend.
The contemporary Godzilla deployed a savvy strategy for attacking consumers. The film made sure not to miss large-format theaters, where fanboys and fangirls were happy to pay premiums for a supersize experience. Some 15 percent of the weekend’s ticket revenue came from IMAX® theaters, as each of the 353 giant screens that showed the film took in $40,057 on average.
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