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| 'Harry Potter' has $330 million |
| 'Harry Potter' has $330 million debut weekend
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| UNITED STATES OF AMERICA
, 22-November-2010
4:42:12 AM |
| The seventh Harry Potter movie opened to a jaw-dropping $330 million in global ticket sales over the weekend, underscoring the magical powers of the Warner Brothers marketing and distribution departments.
That brawny total easily made "Harry Potter and the Deathly Hallows: Part 1" No. 1 in North America, where the boy wizard generated an estimated $125.1 million. It was the second-biggest domestic opening for the Harry Potter franchise; adjusting for higher ticket prices, "Harry Potter and the Goblet of Fire" sold $127.4 million over its first three days in November 2005.
The strong results for the film, the penultimate in the franchise, reflect the continued popularity of J. K. Rowling's Harry Potter books, and "Deathly Hallows" also earned strong reviews.
But equally important was a yearlong, full-court press by Warner's global marketing chief, Sue Kroll, to position "Deathly Hallows" as a must-see event for children and adults alike. The advertising campaign played up the sophisticated, darker elements of the plot. Harry and pals are now grown up, for instance, and the good-versus-evil battle is intensifying as the story line reaches its climax.
The marketing materials also injected some edge into the franchise by taking risks like identifying the film only by the letters "HP7" and splattering posters and billboards with what looked like blood; one poster depicted the Hogwarts castle in flames.
It paid off: about 25 percent of the North American audience for "Deathly Hallows" was in the 18-to-34-year-old demographic, according to Dan Fellman, Warner's president of domestic distribution. In comparison, about 10 percent of the audience for the first film in the series came from that age bracket. Mr. Fellman noted that "Deathly Hallows" beat "Alice in Wonderland" to become the top opening movie in Imax history.
Imax showings on 239 screens accounted for $12.4 million of the domestic box office and contributed $16.6 million (on 340 screens)
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