“Heaven Is for Real” became Hollywood’s
fourth overtly faith-based hit of the year over the Easter weekend,
taking in an estimated $21.5 million — double the dismal ticket sales
that Johnny Depp mustered for his latest big-budget effort. But God
still could not beat a superhero: The No. 1 movie at North American
theaters was again “Captain America: The Winter Soldier” (Disney), which
sold about $26.6 million in tickets, for a three-week domestic total of
$201.5 million, according to Rentrak, which compiles box-office data.
The animated “Rio 2” (20th Century Fox) was
second, taking in about $22.5 million, for a two-week total of $75.4
million. Then came “Heaven Is for Real”
(Sony Pictures Entertainment), the best-performing new entry, with a
total since opening on Thursday of $28.5 million. It cost $12 million to
make and was backed with a grassroots marketing campaign that focused
on churches as well as a more mainstream audience.
Religious movies
have been hot at the box office this year in part because the current
boomlet follows a drought. Studios also aim to lock in sales by church
groups, resulting in an opening-weekend pop that can drive positive word
of mouth, a crucial element of successful movie releases. “Heaven Is
for Real” was also based on a best-selling book. The other three hits so
far this year have been “Noah,” “Son of God” and “God’s Not Dead.” More
religious movies are on the way, including Ridley Scott’s “Exodus: Gods
and Kings,” which is scheduled for release in December.
For the weekend, Mr. Depp’s “Transcendence”
(Warner Bros.), a science-fiction drama, had $11.2 million in ticket
sales – a distant fourth-place arrival that extended a string of
misfires for him. “Transcendence” was directed by Wally Pfister, a
first-time filmmaker known for his cinematography work on Warner’s “Dark
Knight” series. It cost an estimated $100 million and received
overwhelmingly negative reviews. Fifth place went to the low-budget
comedy horror sequel “A Haunted House 2” (Open Road), which took in
about $9.1 million.
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