NORTH AMERICA: ‘Fifty Shades of Grey’ Takes $106.9M in Seven Days After Leading Thursday with $4.23M; ‘Kingsman’ Claims $49.6M in First Week

Universal’s Fifty Shades of Grey took in $4.23 million on Thursday to continue to lead the daily box office. The highly anticipated erotic romantic drama was up a solid 1 percent over Wednesday’s performance. After experiencing sharp daily declines on Sunday and Monday, Fifty Shades of Grey stabilized during the midweek. Fifty Shades of Grey was easily the week’s top film with a seven-day start of $106.90 million. That was on the high end of the film’s massive pre-release expectations and was an impressive 52 percent stronger than the $70.26 million seven-day start of 2010’s Valentine’s Day. Fifty Shades of Grey is widely expected to remain in first place this weekend.

Fox’s Kingsman: The Secret Service held steady in second place with $2.31 million. The Matthew Vaughn directed graphic novel adaptation starring Colin Firth was up a healthy 3 percent over Wednesday. Kingsman placed in second for the week with a seven-day start of $49.58 million. The film continues to exceed pre-release expectations and is running a massive 95.5 percent ahead of the $25.37 million seven-day take of 2010’s Kick-Ass.

The SpongeBob Movie: Sponge Out of Water took in $1.93 million to remain in third. The successful 3D animated film from Paramount increased 3 percent over Wednesday and was up 26 percent over last Thursday. The SpongeBob Movie placed in third for the week with $46.54 million. That represented a 26 percent decline from the film’s opening week performance and brings the film’s two-week total to a stronger than expected $109.67 million.

Warner’s American Sniper continued to claim fourth with $1.16 million. The Clint Eastwood directed blockbuster starring Bradley Cooper was up a strong 12 percent over Wednesday and down just 22 percent from last Thursday. American Sniper placed in fourth for the week with $22.26 million. That was down 25 percent from last week and brings the film’s total gross to $309.96 million after five weeks of wide release.

Fellow Warner Bros. release Jupiter Ascending rounded out the day’s unchanged top five with $0.58 million. The expensive 3D sci-fi film from The Wachowskis was down 1 percent from Wednesday and down 35 percent from last Thursday. Jupiter Ascending placed in fifth for the week with $12.74 million. The film was down 45 percent from its opening week performance and has grossed a very disappointing $35.86 million in two weeks.

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