Fire And Ash’ $12M Previews, ‘Housemaid’ $2M+

EXCLUSIVE: 20th Century Studios’ Avatar: Fire and Ash lit the wick on its weekend with an estimated $12 million in previews from showtimes that began at 2PM today.

While that’s $5M lighter than the previews for 2022’s Avatar: The Way of Water, which made $17M on its way to a $53.2M Friday and $134.1M 3-day, keep in mind that we’re closer to Christmas, hence audiences are bound to come out for this 3 hour and 17 minute James Cameron threequel once they’re past distractions. Also, when it comes to assessing the outcome of any Avatar movie, hold your breath until late January. Tracking had the Cameron-Rick Jaffa-Amanda Silver penned pic between $90M-$105M stateside for the weekend. Story by on the threequel comes from Cameron, Jaffa, Silver, Josh Friedman and Shane Salerno.

The $12M in previews figure is on par with such follow-ups as Warner Bros’ Dune: Part Two (3PM Thursday start) which post-Covid did $32.2M in its full Friday/previews on its way to an $82.5M 3-day (that movie sequel was 2 hours and 46 minutes). It’s also right on the money with Disney/Marvel Studios’ Thursday nights previews of Captain America: Brave New World (2PM start, first Friday/previews of $40.9M, 3-day of $88.8M). Keep in mind though that Marvel movies carry a lot of FOMO, hence the rush out, while Avatar movies for audiences are about finding the right showtimes and seats.

Rotten Tomatoes critics score for Fire and Ash stands at 69% fresh versus the 2009 original’s 81% certified fresh and Way of Water‘s 76% certified fresh.

Meanwhile, Lionsgate’s Sydney Sweeney and Amanda Seyfried R-rated thriller The Housemaid is lookin’ good with previews between $2.25M-$2.3M. Industry forecasts were at $20M+, while Lionsgate is content with a number in the teens; it’s all about the long game over the holiday season for the Paul Feig directed feature take of the Freida McFadden novel (the first in a trilogy). Reviews are great for this thriller at 77% certified fresh. Previews began at 2PM and they’re just under that of Hustlers (pre Covid with $2.5M, a $13M Friday, and $33.1M opening; as well as Don’t Worry Darling ($3.1M previews, $9.4M Friday, $19.3M opening) and right around where the PG-13 Where the Crawdads Sing were on their first Thursday night ($2.3M previews, $7.2M Friday, 3-day of $17.2M).

Thursday nights aren’t a time for families to head to previews. However, while 8% K-12 are off tomorrow, Friday, that figure jumps to 81% by Monday, per ComScore. Angel Studios’ animated feature David which began showtimes at 12noon, is around $1.8M. Many believe the faith-based family film will rank No. 2 this weekend with $20M-$25M. Presales yesterday totaled $14M. Critics are at 63% fresh, but audiences on RT are at 97%.

Paramount’s SpongeBob Movie: The Search for Squarepants is at $1.3M previews. That’s what DreamWorks Animation’s Boss Baby 2: Family Business did, resulting in a 3-day of $16M (that pic had a Peacock theatrical day-and-date back in July 2021). Opening outlook for the fourth SpongeBob movie is teens to $20M. Reviews at 85% fresh on Rotten Tomatoes are the highest ever in the history of the franchise on the big screen.

Respective studio sources didn’t respond for request for comment on tonight’s figures.