"Alice" #1 at Box Office: $116 Mil. Opening Weekend

Brandon Gray of Box Office Mojo has all the details on the successful opening weekend of Alice in Wonderland:

Audiences clamored to see Alice in Wonderland (2010) as if they were late for an important date, delivering a $116.1 million opening weekend. That's more in just three days than the total gross of any other 2010 release. Alice's corpulent start drove the highest-grossing March weekend ever: overall business boomed 69 percent over the same timeframe last year, when Watchmen debuted.

Showing on approximately 7,400 screens at 3,728 sites, Alice in Wonderland's opening stands as not only the all time biggest for the month of March, but as the highest-grossing ever for a movie released outside of May, July or November and sixth overall. It's a career best for director Tim Burton, surpassing Planet of the Apes (2001)'s $68.5 million, and second best for top-billed actor Johnny Depp, behind the second Pirates of the Caribbean. Alice marks the seventh collaboration between Mr. Burton and Mr. Depp, and its debut handily eclipsed their previous high together, Charlie and the Chocolate Factory ($56.2 million).

Around 70 percent or over $80 million of Alice in Wonderland's opening was viewed through the 3D looking glass, topping Avatar's $55 million as the biggest 3D launch ever. Alice played at a record 2,251 3D sites, compared to Avatar's 2,038. Alice also set a new opening milestone for IMAX, grossing an estimated $11.9 million at 188 sites (included in the totals). The previous benchmark was Avatar's $9.5 million at 178 sites. Combined, the 3D and IMAX ticket premiums over normal prices appear to have added about $22 million to Alice's gross.

To hit $116.1 million out-of-the-gate, Alice in Wonderland benefitted from a combination of factors, including the involvement of Johnny Depp and Tim Burton, who are among Hollywood's few bankable name talents, batting in their quirky wheelhouse, and the good will built up by Avatar for 3D events. Distributor Walt Disney Pictures' marketing campaign was not only omnipresent but spot on in its presentation: it first grabbed people's attention with a flashy entre into Wonderland through Mad Hatter, Red Queen and other wacky characters, then it lured audiences further by grounding the fantasy with Alice and presenting her adventure story.

All told, Alice in Wonderland appealed well beyond the family crowd suggested by its Disney branding and Lewis Caroll's famous literary source. According to Disney's exit polling, 39 percent of the audience was parents and their children, while 36 percent was couples. The basic gender and age demographics came in at 55 percent female and 54 percent under 25 years old.

At the foreign box office, shiny and new Alice in Wonderland unseated reigning stalwart Avatar, debuting to an estimated $94 million from 40 territories or around 60 percent of the overseas market. Add in the domestic take, and Alice's worldwide weekend was an estimated $210.1 million, ranking as the 14th biggest worldwide launch ever. The United Kingdom was Alice's top foreign market with an estimated $16.8 million (the highest non-sequel start ever there), followed by Italy ($13.9 million, also a non-sequel record), Russia ($12.3 million) and Australia ($9.2 million). Meanwhile, Avatar was off 42 percent, generating $22.8 million and bringing its total to $1.88 billion.

"Alice in Wonderland" Now in Theaters!

So, apparently, that Tim Burton guy has this new movie out. I think it's Alice in the Looking Glass, or something. I haven't heard much about it, so I dunno. Anyway, I saw this one commercial, and it said you can see it in theaters in, like, 3D, and IMAX, and IMAX 3D, and normal 2D. Oh, and Johnny Depp's in it, too.

"Alice" Theatrical Run Shortened

Disney CEO Bob Iger has decided to cut the theatrical run of Alice in Wonderland by a few weeks, the Hollywood Reporter states.

Normally, movies remain in cinemas for a 16-week run. But the theatrical run for Alice will be truncated to just under 13 weeks.

This experiment might become a growing trend for movies in general. Shortening the theatrical run of films might make home entertainment methods of viewing movies (Video On Demand, DVD, Blu-ray) more successful.

Another benefit would be freeing up the 3D and IMAX movie screens. Alice will be bumping Avatar off the map widely, and the 3D release of Warner Bros' Clash of the Titans (release date April 2nd) will be following Alice.

The abbreviated theatrical run will likely take effect in both the UK and the United States.

"Alice" in IMAX

Alice in Wonderland will officially be released in standard theaters as well as on IMAX in 3D on March 5th, 2010, Disney confirms. This is the third film confirmed out of the five-film agreement between IMAX and Disney, which was announced on November 19, 2008.

Mark Zoradi, president, Walt Disney Studios Motion Pictures Group, said, "If ever there was a film that cried out to be presented in Disney Digital 3D and the premium IMAX 3D format, Tim Burton's fantastic interpretation of Alice in Wonderland is that film. This is going to be an eye-popping cinematic experience as Tim takes moviegoers down the rabbit hole and into the dimensional world filled with incredible characters, sly humor, and wild adventures. Disney's partnership with IMAX is taking shape with two amazing films already on the schedule. We look forward to working with them in bringing exciting new experiences and quality entertainment to IMAX screens around the world."

"We think that Disney's new Alice in Wonderland is exactly the type of 3D story telling that will resonate with IMAX audiences," said IMAX Co-Chairmen and Co-CEOs Richard L. Gelfond and Bradley J. Wechsler. "We believe our worldwide commercial theatre network will be approximately 50 percent larger by the time this film is released, giving more and more people a chance to experience the magic of Disney in IMAX."

"Alice in Wonderland is a fantastic addition to our 2010 film slate," added Greg Foster, Chairman and President of IMAX Filmed Entertainment. "Combining a beloved Disney classic re-designed through the imagination of Tim Burton's creative vision with these incredibly outrageous characters and world class actors certainly makes for an event-status film, and we're pleased to add another level of excitement to this highly-anticipated movie."