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‘Madagascar 3’ Stays No. 1 Movie With Sales of $35.5 Million

DreamWorks Animation SKG Inc. (DWA)’s “Madagascar 3: Europe’s Most Wanted” was the No. 1 movie for a second weekend at U.S. and Canadian theaters, taking in $35.5 million in ticket sales.

“Madagascar 3” beat challenges from two new releases, the Tom Cruise musical “Rock of Ages,” by Warner Bros., and Adam Sandler’s “That’s My Boy,” from Sony Corp. (6758) “Rock of Ages” was third with $15.1 million and “That’s My Boy” placed fifth with $13 million, researcher Hollywood.com Box-Office said yesterday in an e-mailed statement.

“Madagascar 3,” the first major animated feature of the summer, is benefiting from a scarcity of family fare in theaters. Competition in the genre will heighten next weekend when Walt Disney Co. (DIS)’s Pixar opens “Brave,” the animated tale about a defiant Scottish princess. “Brave” is expected to open with $58 million in sales, the forecast of researcher Boxoffice.com.

“‘Madagascar 3’ was the first true family-friendly film to open this summer that you can take a five- or six-year-old kid to see,” said Phil Contrino, editor of Boxoffice.com. “If the family crowd is underserved and something comes along that appeals to them, it’s going perform very well.”

“Madagascar 3” was expected to have sales of $35 million this past weekend, according to Boxoffice.com. The picture has taken in $120.5 million since it opened on June 8.

‘Rock of Ages’

In “Madagascar 3,” featuring the voices of Ben Stiller, Chris Rock and Jada Pinkett-Smith, Alex the lion and his citified animal friends leave Africa to return to their home in New York’s Central Park Zoo. During a detour to France, they join a circus to escape the clutches of a relentless animal control officer.

“Prometheus,” from News Corp. (NWSA)’s Twentieth Century Fox, held in second place for a second week with sales of $20.2 million. The film follows a group of explorers who travel to a distant planet to investigate evidence of alien life, and what they discover may threaten all of humanity. “Prometheus” stars Charlize Theron, Noomi Rapace and Michael Fassbender.

“Rock of Ages,” based on the Broadway show, is built around 1980s rock ’n’ roll hits by artists including Journey and Pat Benatar. Cruise plays self-absorbed rocker star Stacee Jaxx. The movie also features Alec Baldwin and Russell Brand. Jaxx’s appearance at a Sunset Strip club intertwines with the life of a small-town girl hoping to make it as an actress.

‘Snow White’

The film, forecast to take in $30.5 million by Boxoffice.com, failed to attract enough men, Contrino said. Warner Bros. reported that 62 percent of the viewers were female and 38 percent male, he said.

“It’s a very underwhelming start for something like this because the potential is there,” Contrino said.

Dropping to fourth place, “Snow White and the Huntsman,”’ Universal Pictures’ action-adventure take on the classic fairy tale, had sales of $13.8 million. The film is a dark retelling of the story about a jealous, aging queen who plots against a young beauty. Kristen Stewart stars as Snow White and Chris Hemsworth plays the hunter who helps her. Theron portrays the queen who preys on young women as a means of preserving her own beauty.

“That’s My Boy” features Sandler as an absentee father who shows up uninvited for his son’s wedding. He immediately clashes with his son and the family of his bride-to-be. Andy Samberg and Leighton Meester play the engaged couple.

R Rating

The film “was a huge disappointment by Adam Sandler’s standards,” Contrino said. “This reveals a little bit about who goes to see an Adam Sandler film; since this was rated R, I think he lost out on a lot of 15-year-old boys.”

Weekend revenue for the top 12 films fell 15 percent to $125.2 million from a year earlier, Hollywood.com said. Domestic film sales this year have risen 10 percent to $4.91 billion, with attendance up 12 percent.

The amounts below are based on actual ticket sales for June 15 and June 16 and estimates for yesterday.

                     Rev.              Avg./   Pct.   Total
  Movie             (mln) Theaters  Theater    Chg.   (mln) Wks
================================================================
1 MADAGASCAR 3:     $35.5    4,263    8,327    -41   $120.5  2
2 PROMETHEUS         20.2    3,442    5,869    -60     88.9  2
3 ROCK OF AGES       15.1    3,470    4,340     --     15.1  1
4 SNOW WHITE         13.8    3,701    3,730    -40    122.6  3
5 THAT’S MY BOY      13.0    3,030    4,290     --     13.0  1
6 MEN IN BLACK 3     10.0    3,135    3,190    -28    152.7  4
7 THE AVENGERS        8.8    2,582    3,427    -21    586.7  7
8 MARIGOLD HOTEL      2.2    1,184    1,858    -33     35.1  7
9 MOONRISE KINGDOM    2.2      178   12,254     40      6.8  4
10 WHAT TO EXPECT     1.3    1,216    1,094    -52     38.8  5
11 BATTLESHIP         1.13     942    1,195    -51     62.0  5
12 THE DICTATOR       1.12   1,119      996    -50     57.7  5


Top 12 Films Grosses

     This Week     Year Ago    Pct.
     (mln)         (mln)       Chg.
==================================
     $125.2        $147.1     -15%


Year-to-date Revenue

     2012          2011
     YTD           YTD         Pct.
     (mln)         (mln)       Chg.
==================================
     $4,911        $4,485     +10%


Year-to-date Attendance:      +12%

To contact the reporter on this story: Michael White in Los Angeles at mwhite8@bloomberg.net Drew Benson in New York at abenson9@bloomberg.net

To contact the editor responsible for this story: Anthony Palazzo at apalazzo@bloomberg.net

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