Initially called one of the biggest risks of the summer, "Edge of Tomorrow" did surprisingly well at the box office during its first weekend. The film, which stars Tom Cruise ("Mission Impossible") and Emily Blunt ("The Devil Wears Prada"), tells the story of a soldier in a futuristic battle tasked with reliving the same day over and over again. To mimic the story of the time loop found in the film, the studio decided to open the film in a handful of cities and follow a schedule that loops around the world as it opens in other cities.
"Edge of Tomorrow" opened in three cities on May 28, 2014: Paris, New York City and London. The studio also premiered the film in Indonesia, Germany, Spain and other countries where soccer is popular to get film goers into the theaters before the start of the FIFA World Cup. Insiders reported that the studio wanted to bring attention to the film and that using this unique schedule would encourage people to talk about the film and increase the buzz about it.
Box Office Results
The film played on nearly 5,000 screens in more than 20 locations around the world in its opening weekend. Both Blunt and Cruise appeared in several cities to promote the film and talk about their roles. Reports indicate that "Edge of Tomorrow" grossed approximately $20 million in three days, which included just over $3 million from the United Kingdom.
On June 5, "Edge of Tomorrow" made its debut in Russia and Australia, and it opened all across the United States on June 6, 2014. Despite its low opening in foreign territories, many believe that the film will have higher box office results in North America. The studio deliberately opened the film one week after the fairy tale action film "Maleficent," which stars Angelina Jolie as the "Sleeping Beauty" villain. "Maleficent" earned a reported $70 million in the United States on its opening weekend and an additional $100 million overseas.
Competition from Other Films
"X-Men: Days of Future Past" is the main competition for "Edge of Tomorrow." It grossed more than $90 million in its opening weekend and made more than $500 million around the world after a few weeks at the box office. Cruise's new film also faces competition from "Godzilla," which made more than $370 million overseas and in the United States. Releasing the film at different times throughout the world lets the new Cruise film avoid competition from those films and encourage sci-fi and action lovers to head back to the theater after seeing those previous films.
Cruise's last venture into sci-fi was the 2013 film "Oblivion," which didn't do as well at the box office as the studio hoped and received some poor reviews. Based on reviews from critics, the film earned an overall rating of more than 7.0 on a 10 point scale, which makes the film one of Cruise's highest rated films. Reviews praised everything from the plot and acting to the CGI and backgrounds, and many reviewers highlighted Cruise and Blunt for the chemistry they shared on-screen and for their acting.
Warner Brothers spent an estimated $178 million on "Edge of Tomorrow" and spent an additional $100 million on marketing the film. Early on, experts predicted that the film would make $30 million in its opening weekend, but the film made slightly less than that at the box office. Though less than what some predicted, that figure is impressive given that the film didn't open in many major markets. It's likely that the film will see its box office results increase when it lands in the United States and other markets.
Those behind "Edge of Tomorrow" took a chance when they decided to stagger the opening of the film. Hoping to grab fans before the FIFA World Cup and other events, the studio released it in several foreign markets first. While the film only grossed $20 million in its opening weekend, insiders believe that the film will make back its budget upon its release in North America and other markets.