Trailing Mike McCoy and Scott Waugh’s Act of Valor and Tyler Perry’s Good Deeds on Friday, at no. 3 the Rachel McAdams / Channing Tatum romantic drama The Vow added $3.25 million according to studio estimates found at Box Office Mojo. The Vow’s current total domestic gross is $96.25 million, which means it should be passing the $100 million milestone some time today — or at the very latest tomorrow afternoon.
The Vow has a rotten 26 percent approval rating among Rotten Tomatoes’ top critics, but that certainly won’t stop it from becoming Rachel McAdams’ biggest personal box office hit (not including the Robert Downey Jr Sherlock Holmes movies and the Vince Vaughn-Owen Wilson comedy Wedding Crashers). The Vow is already ahead of The Time Traveler’s Wife (2009) and Red Eye (2005), it’s far ahead of Morning Glory (2010), and without adjusting for inflation, The Vow has already surpassed the total take of both Mean Girls (2004) and The Notebook (2004).
In number of ticket of sales, however, the two earlier releases are still ahead: Mean Girls would have collected about $109 million in 2012 dollars, while The Notebook would have grossed about $103.5 million. (That’s the reason why comparative box office figures have any value only after they’re adjusted for inflation: it reflects actual ticket-sales figures.)
Overseas, audiences don’t seem all that enthusiastic about love and amnesia stories, as The Vow has pulled in a relatively modest $22.8 million abroad after nearly two weeks, including playdates in major territories such as Australia, Germany, Mexico, and the United Kingdom. In fact, The Vow may end up following the pattern of McAdams’ previous romantic box office hit, The Notebook. Nick Cassavetes’ melodrama about love and memory loss co-starring Ryan Gosling, James Garner, and Gena Rowlands, generated $81 million in grosses in North America — but a mere $34.6 million elsewhere.
Directed by Michael Sucsy, The Vow also features American Horror Story’s two-time Oscar winner Jessica Lange (Tootsie, Blue Sky) and The Piano’s Sam Neill. Even taking marketing/distribution expenses into account, this early 2012 domestic sleeper hit — budgeted at a relatively modest $30m — is in all likelihood already in the black. A rare feat these days.
The Vow photo: Kerry Hayes / Screen Gems