Box Office: Weekend Box Office: How To Train Your Dragon reigns, 28 Years Later Delivers, Elio Stumbles

Okay, I will create a detailed summary of the weekend box office report using the template you've provided.

Why it is the topic trending:

• Box Office Performance of Key Releases: The weekend box office results for "How to Train Your Dragon," "28 Years Later," and "Elio" are trending as they represent the performance of highly anticipated films and indicate current audience preferences.

• "How to Train Your Dragon" Second Weekend Hold: The fact that the live-action remake held onto the top spot in its second weekend is noteworthy and reflects the continued interest in established animated IP.

• "28 Years Later" Opening Below Expectations but Still Strong: The debut of Danny Boyle's sequel, while under forecast, still marks a career-best opening for the director and signifies the ongoing appeal of zombie horror.

• "Elio" Underwhelming Pixar Debut: The disappointing opening of the original Pixar film "Elio" is a significant talking point, raising concerns about the performance of original animated features against established franchises.

Overview: The weekend box office was led by the second-week performance of "How to Train Your Dragon," which took in an estimated $37 million. The weekend also saw the debut of two high-profile releases that both underperformed expectations: "28 Years Later," which opened with $30 million, a career-best for Danny Boyle but below forecast, and Disney/Pixar's "Elio," which had a truly underwhelming opening weekend of $21 million, making it the lowest in Pixar history based on unadjusted numbers.

Detailed Findings:

• Total Weekend Gross: The total 3-day weekend gross was $126,291,841, down 17% from the previous week and the same weekend in 2024.

• "How to Train Your Dragon":

  • Earned $37 million in its second weekend, maintaining the top spot.

  • Experienced a 56% drop from its debut weekend, which was weaker than the drops for previous "How to Train Your Dragon" films.

  • Its domestic total now stands at $160.48 million, close to the total of the last animated entry, "The Hidden World."

  • Continued to perform well internationally, earning $53.6 million for a global total of $358.18 million.

• "28 Years Later":

  • Opened with an estimated $30 million, below the $35M+ forecast.

  • This marks a career-best opening for director Danny Boyle.

  • It's the second-highest opening for a zombie-centric movie under "World War Z" and the third-best opening horror film of 2025.

  • Received a "B" CinemaScore, a 52% definite recommend on PostTrak, and a 65% audience score on Rotten Tomatoes, contrasting with its 89% critical score.

  • Earned $30 million overseas, matching its domestic opening for a $60 million global total.

• "Elio":

  • Debuted with a disappointing $21 million, the lowest opening in Pixar history based on unadjusted figures, even below "Toy Story" (1995) and "Elemental" (2023).

  • Performed similarly to other Disney animated movies like "Bolt" and "Encanto" in their opening weekends, but significantly behind DreamWorks' "Dog Man."

  • Received a solid 4.5 out of 5 stars on PostTrak and an "A" CinemaScore, which might suggest potential for strong legs, similar to "Elemental."

  • Underperformed in international markets as well, earning only $14 million for a global total of $35 million.

• Best Per Screen Average: "Familiar Touch" (Music Box Films) achieved the best per-screen average with $11,600 from a single screen.

Key success factors of product (trend):

• Established IP ("How to Train Your Dragon"): The strong performance of the "How to Train Your Dragon" remake highlights the continued box office draw of well-known and beloved intellectual property.

• Director's Reputation ("28 Years Later"): Danny Boyle's return to the "28 Days Later" franchise generated significant interest and contributed to a strong opening, despite falling below expectations.

• Pixar Brand (Initial Expectation for "Elio"): While ultimately underperforming, the Pixar brand still carries a certain level of anticipation for family audiences.

Key Takeaway: The weekend box office was characterized by the continued success of a legacy animated franchise, a respectable but slightly disappointing opening for a highly anticipated horror sequel, and a notably weak debut for an original Pixar film, illustrating the current box office landscape's complexities.

Main Trend: The weekend box office results underscore the ongoing trend of established intellectual property having a strong advantage, while new releases, even those with significant hype, face a more unpredictable path to success, with audience reception playing a crucial role. The underperformance of an original Pixar film also signals potential challenges for non-sequel animation in the current market.

Description of the trend (please name it): The Power of Familiarity vs. the Uncertainty of the New: This trend encapsulates the consistent box office strength of movies based on well-known franchises and intellectual property, as seen with "How to Train Your Dragon," juxtaposed with the more volatile performance of new releases, including highly anticipated sequels like "28 Years Later" and original animated films from major studios like Pixar's "Elio," indicating the significant influence of pre-existing audience awareness and the unpredictability of initial reception.

What is consumer motivation:

• Nostalgia and Affection for IP ("How to Train Your Dragon"): Audiences are drawn to remakes of beloved animated films due to nostalgia and familiarity with the characters and stories.

• Anticipation for a Returning Franchise ("28 Years Later"): Fans of the original "28 Days Later" were likely motivated by the desire to see a continuation of the story from the original director.

• Trust in the Pixar Brand (Initial Motivation for "Elio"): Consumers often have high expectations for Pixar films and may have been initially drawn to see their latest offering.

• Seeking Entertainment: Ultimately, consumers go to the movies to be entertained, whether by familiar favorites or potentially exciting new stories.

What is driving trend:

• Studio Reliance on Established IP: Studios often prioritize films based on existing IP due to their perceived lower risk and higher potential for audience recognition.

• Audience Familiarity and Comfort: In a crowded entertainment landscape, audiences may gravitate towards familiar stories and characters.

• Marketing Challenges for Original Stories: It can be more difficult to market original films, especially animated ones, without a pre-existing fanbase or clear emotional hook.

• Competition from Streaming: The increasing availability of high-quality content on streaming platforms may make audiences more selective about what they choose to see in theaters.

What is motivation beyond the trend:

• Positive Reviews and Word-of-Mouth: While "28 Years Later" had mixed audience reactions despite positive critical reviews, strong positive word-of-mouth can significantly boost a film's performance regardless of IP.

• Compelling Storytelling: Ultimately, regardless of whether a film is based on existing IP or is original, a well-told and engaging story is crucial for long-term success.

• High-Quality Execution: Strong directing, acting, and visual effects can attract audiences to a film.

• The Social Experience of Cinema: For many, going to the movies is a social event, and the choice of film can be influenced by what friends or family want to see.

Description of consumers article is referring to: The article refers to a broad range of consumers influencing the box office results for the top three films:

• "How to Train Your Dragon": Likely includes families with children looking for animated adventures, fans of the original trilogy seeking a new take on the story, and general moviegoers drawn to a visually spectacular and heartwarming tale.

• "28 Years Later": Primarily targets fans of horror, especially the zombie subgenre, and those who appreciated Danny Boyle's original "28 Days Later." This audience might be drawn by the promise of intense scares and a continuation of a significant horror narrative.

• "Elio": Aims for families with children as the primary demographic, hoping to capture the Pixar-loving audience eager for new animated stories. However, the marketing challenges suggest it might not have clearly communicated its appeal.

Implications for brands:

• Strong Tie-in Potential for Established IP: Brands targeting families will likely find continued opportunities for partnerships with successful franchises like "How to Train Your Dragon."

• Cautious Approach to New Releases: Brands might be more hesitant to invest heavily in marketing tie-ins with new releases until there is a clearer indication of their box office performance and audience reception.

Implications for society:

• Reinforcement of Familiar Narratives: The continued success of remakes and sequels may suggest a societal preference for familiar stories and characters.

• Potential Concern for Original Creative Ventures: The underperformance of Pixar's "Elio" might raise broader concerns about the challenges faced by original storytelling in mainstream cinema.

Implications for consumers:

• Likely Continued Stream of IP-Based Films: Consumers can anticipate a continued influx of remakes, sequels, and adaptations based on established intellectual property.

• Importance of Monitoring Reviews and Buzz: The mixed reception to "28 Years Later" and the underwhelming debut of "Elio" suggest that consumers may find it beneficial to pay close attention to reviews and audience reactions before deciding which new releases to see in theaters.

Implications for film industry:

• Sustained Focus on Developing and Marketing IP: Studios will likely maintain a strong focus on developing and effectively marketing films based on recognizable intellectual property to mitigate risk.

• Need for Innovative Marketing for Original Animation: The case of "Elio" underscores the critical need for innovative and emotionally resonant marketing campaigns to successfully launch original animated features in a competitive market.

Implications for filmmakers:

• Potential Opportunities Within Established Franchises: Filmmakers may find more frequent opportunities to direct or write projects within existing, successful film franchises.

• Greater Emphasis on Securing Strong Premise and Marketing Angle for Original Animation: For filmmakers developing original animated films, there will likely be an increased emphasis on having a compelling premise with a clear marketing hook that can resonate with audiences.

Consumer Trend: Nostalgia and Franchise Loyalty in Entertainment: Audiences exhibit a strong tendency to engage with familiar entertainment properties, driven by nostalgia and loyalty to established franchises.

Consumer Sub Trend: Pre-Release Scrutiny and Word-of-Mouth Dependence: Consumers are increasingly relying on pre-release information, reviews, and early word-of-mouth to inform their decisions about new movie releases.

Big Social Trend: The Dominance of Established Brands in Media and Entertainment: Recognizable brands and intellectual properties continue to hold significant cultural and commercial power in the media landscape.

Worldwide Social Trend: Globalized Entertainment Consumption: Major film franchises often achieve significant success across international markets, demonstrating the globalized nature of entertainment consumption.

Social Drive: Seeking Comfort and Reassurance in Familiarity: In times of uncertainty or overwhelming choice, audiences may gravitate towards entertainment that offers a sense of comfort and familiarity.

Movie Trend: IP Dominance and the Challenge for Original Content at the Box Office: The box office is increasingly dominated by films based on established intellectual property, creating a challenging environment for original stories to achieve similar levels of success.

Final Conclusion: The weekend box office results reveal a familiar pattern in the film industry: the reliable draw of established intellectual property and the unpredictable performance of new releases. While "How to Train Your Dragon" continued its successful run, the underperformance of "28 Years Later" and the particularly disappointing debut of Pixar's "Elio" highlight the complexities of audience reception and the ongoing challenges for original content, especially in the competitive animated film market. This trend suggests that studios will likely continue to prioritize familiar brands, and filmmakers with original visions will need to navigate a landscape where capturing audience attention requires an exceptionally strong premise and effective marketing.

Core Movie Trend Detailed: The core movie trend illustrated by this weekend's box office is the consistent strength and relative predictability of established intellectual property versus the inherent uncertainty and potential volatility of new releases. Familiar franchises, often fueled by nostalgia and pre-existing fanbases, tend to perform reliably, as seen with the continued success of "How to Train Your Dragon." In contrast, even highly anticipated new films, whether sequels or original stories from renowned studios, can face significant challenges in meeting expectations, as evidenced by the underperformance of "28 Years Later" and "Elio." This dynamic underscores the power of brand recognition in the current media landscape and the increasing selectivity of audiences when it comes to investing their time and money in theatrical experiences for unfamiliar or unproven content.

Key Characteristics of the Core trend (summary):

• Consistent Performance of IP: Films based on well-known franchises demonstrate a more predictable and often stronger box office performance.

• Volatility of New Releases: Even highly anticipated original films or sequels can significantly underperform initial expectations.

• Audience Word-of-Mouth Impact: Early audience reactions, as indicated by CinemaScore and PostTrak, can heavily influence a new release's box office trajectory.

• Marketing Challenges for Original Content: Effectively marketing and generating excitement for original films, especially in animation, remains a significant hurdle.

• Global Recognition of Major Franchises: Successful IP often has a strong global appeal, contributing significantly to international box office totals.

Market and Cultural Signals Supporting the Trend (summary):

• Historical Success of Franchises: The film industry has a long history of successful sequels, remakes, and adaptations that demonstrate the enduring appeal of familiar stories.

• Media Saturation and Brand Recognition: In a crowded media landscape, established brands have a significant advantage in capturing audience attention.

• Audience Comfort with Familiarity: There is often a degree of comfort and lower perceived risk for audiences in choosing to see a film based on a property they already know and enjoy.

• Critical Analysis of New Releases: The detailed reporting and analysis of box office results highlight the industry's and audience's focus on the performance of both established IP and new titles.

How the Trend Is Changing Consumer Behavior (summary):

• Increased Selectivity for New Films: Consumers may be more discerning about which new releases they choose to see in theaters, potentially waiting for reviews or strong recommendations.

• Prioritization of Known Quantities: When faced with numerous entertainment options, audiences may be more likely to opt for films based on familiar and trusted franchises.

• Greater Reliance on Social Proof: Indicators like CinemaScore and Rotten Tomatoes audience scores are likely playing a more significant role in influencing moviegoing decisions for new releases.

• Potential Hesitation Towards Original Animated Films: The underperformance of "Elio" might lead to increased caution among some families when considering seeing original animated movies in theaters.

Implications Across the Ecosystem (For Brands and CPGs, For Retailers, For Consumers, For Movie Industry, For Filmmakers summary):

• For Brands and CPGs: Greater opportunities for safer and more reliable tie-ins with established franchises. Increased risk associated with marketing around new, unproven films.

• For Retailers: Consistent demand for merchandise related to popular IP. Potential for slower sales of tie-in products for underperforming new releases.

• For Consumers: A likely continuation of franchise dominance in theaters. May need to be more proactive in seeking out and supporting original or less mainstream films.

• For Movie Industry: Sustained focus on developing and exploiting established IP. Heightened pressure to ensure new releases, especially original ones, resonate strongly with audiences and critics.

• For Filmmakers: More frequent opportunities within existing franchises. Increased challenge to secure funding and audience attention for original stories, particularly in the animation sector.

Strategic Forecast:

• The trend of IP dominance at the box office is expected to continue for the foreseeable future.

• Studios will likely remain risk-averse, leaning towards developing and marketing projects based on familiar brands.

• Success for original films will increasingly depend on generating exceptional critical acclaim and strong positive word-of-mouth.

• The performance of original animated features will be closely watched, and studios may become more selective in their development and release.

Areas of innovation (by using core trend):

• Creative Cross-Overs and Mashups of Existing IP: Exploring novel ways to combine different established franchises or genres within existing IP to generate renewed interest.

• Enhanced Engagement Strategies for New Releases: Developing innovative marketing campaigns and early access screenings to build strong positive word-of-mouth for original films.

• Focus on High-Concept Originals with Clear Audience Appeal: Prioritizing the development of original stories that have a simple, compelling premise and a strong emotional hook that can be easily communicated to potential viewers.

Final Thought: The dichotomy between the continued reign of established IP and the stumbling of new releases at the weekend box office underscores a fundamental dynamic in the current film industry. While familiarity provides a powerful draw, the unpredictability of audience reception highlights the ongoing need for compelling storytelling and effective marketing, especially for original content seeking to break through the noise and capture the attention of increasingly selective moviegoers.

Source: https://www.boxofficepro.com/weekend-box-office-how-to-train-your-dragon-reigns-28-years-later-delivers-elio-stumbles/