Box Office: Will Smith Will Focus On First Place; Kingsman Comes In Second

People didn't run out to the theater this weekend to see Will Smith's new con artist film Focus, but it was still able to take the top spot. The film grossed $19.1M this weekend, which is one of Will Smith's weakest debuts. Even After Earth and Wild Wild West were able to earn $27M apiece their opening weekends. Most analyst had expected the Warner Bros.-produced film to top $20M. Overall, the box office was off by 14% from the same time frame last year.

Crowds turning up for Focus were predominantly older females with women repping 53% of the crowd, men were 47%.  Over 25 repped 88% of the crowd, while under 25 was 12%.  The younger crowd loved Focus, giving it an A-, while the older folks gave it a B.  I'm told it was a strong B, in so far that the 25-34 demo gave it a B+. - Deadline

Meanwhile, 20th Century Fox's Kingsman: The Secret Service keeps adding to its haul with $11.75M in its third week. Its domestic total is now at $85.69M, and only experienced a 36% dip from last week. Fifty Shades of Grey took a whipping at the box office and will finish in fourth with $10.9M.

1). Focus (WB), 3,323 theaters  / $6.47M Fri.*/$7.65M Sat. (+18%)/ $4.97M Sun. (-35%)/3-Day: $19.1M/Wk 1

2). Kingsman: The Secret Service  (FOX), 3,282 theaters (+16) / $3.1M Fri. /$5.5M Sat. (+78%)/ $3M Sun. (-45%)/3-Day: $11.75M (-36%)/ Total Cume: $85.69M/ Wk 3

3). The SpongeBob Movie: Sponge Out of Water (PAR), 3,467 theaters (-213) / $2.1M Fri. /$5.3M Sat. (+156%)/ $3.7M Sun. (-31%)/ 3-Day: $11.2M (-32%)/Total Cume: $140.3M/ Wk 4

4). Fifty Shades Of Grey (UNI/Focus), 3,383 theaters (-272) / $3.5M Fri. / $4.6M Sat. (+32%)/ $2.7M Sun. (-41%)/ 3-Day: $10.9M (-51%)/Total Cume: $147.7M/ Wk 3

5). The Lazarus Effect (REL), 2,666 theaters / $3.8M Fri.*/ $4.3M Sat. (+13%)/ $2.4M Sun. (-45%)/3-Day: $10.6M/Wk 1

6). McFarland USA (DIS), 2,765 theaters (+10)/ $1.9M Fri./ $3.6M Sat. (+82%)/ $2.1M Sun. (-40%)/ 3-Day: $7.79M (-29%)/Total Cume: $21.9M/ Wk 2

7). American Sniper (WB), 3,235 theaters (-321)/ $1.9M Fri./ $3.6M Sat. (+91%)/ $2.1M Sun. (-40%)/3-Day: $7.7M (-23%)/ Total Cume: $331.1M/ Wk 10

8). The Duff (CBS/LGF), 2,622 theaters (+47)/ $2.1M Fri./ $3.2M Sat. (+50%)/ $1.8M Sun. (-44%)/ 3-Day: $7.15M (-34%)/Total Cume: $20.1M/ Wk 2

9). Still Alice (SPC), 1,318 theaters (+553) / $755K Fri./ $1.1M Sat. (+59%)/ $718 Sun. (-40%)/ 3-Day: $2.69M (+24%) /Total Cume: $11.98M /Wk 7

10). Hot Tub Time Machine 2 (PAR), 2,901 theaters (+21)/ $692K Fri./ $1M Sat. (+54%)/ $641K Sun. (-40%)/ 3-Day: $2.4M (-60%)/ Total Cume: $10.2M/ Wk 2