North American box office muted; ‘Mulan’ fizzles in China | Business News

The studio is optimistic about its performance and potential.

“The early numbers are really encouraging,” said Adrian Smith, the president of president of Sony Pictures domestic distribution.

Smith noted that the film will have a slow roll out as more theaters continue to open in the U.S.

Roughly two-thirds of the domestic market is open and theaters are operating at limited capacity and with limited showtimes. Two of the country’s biggest markets, New York and Los Angeles, remain closed. Other still-closed markets include North Carolina, Michigan, New Mexico and the cities of Seattle and Portland.

Other notable domestic weekend numbers include Disney’s “The New Mutants,” which added $2.1 million from 2,704 locations in its third weekend and Solstice’s Russell Crowe pic “Unhinged,” which earned an additional $1.5 million in week four.

“Every week is a bit of a litmus test about how potential moviegoers are feeling about going to the theater,” said Paul Dergarabedian, Comscore’s senior media analyst. “I think audiences are slowly going back.”

But, he noted, “you can’t apply the norms of how we analyze or report the box office.”

Comscore has not even been able to report a traditional “Top 10” chart because of the unusual marketplace which Dergarabedian likened to a “relaunch” or a “reboot” of the movie theater.

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