Spider-Man Tuesday, July 2019

Hey, look at what we’ve got here. Sony made a smart move and instead of doing a ‘bullshit preview day’ and creeping the start time up to mid afternoon (but still pretending it was part of the ‘opening day’ tomorrow), they just opened for the whole day today. Generally studios do the ‘previews’ to amp up the sexiness of the opening day gross, but the way this film looks right now, there’s no issue with sex appeal for this number. They had some old school 12:01 shows this morning and it’s looked terrific all day. I’m maybe a little lower than you’ve read in the trades, because it’s still a Tuesday; and we’ve seen over and over again (i.e. the day before Thanksgiving), you just don’t have the behavioral moviegoing on a weeknight that you have on a Friday. For now, I’ll say high 30’s with a really good shot at 40.

As far as where this will go as we get to the weekend, it’s going to be one day at a time. The last time the calendar lined up this way with the 4th on a Thursday, the two films (Despicable Me 2 and Lone Ranger) opened on Wednesday so we really don’t have anything concrete to model the rest of the weekend with.