The LEGO NINJAGO Movie has had the weakest opening so far of a film in the LEGO series, earning $21,245,000 in its opening weekend in the USA. By comparison, The LEGO Movie took $69,050,279 and The LEGO Batman Movie took $53,003,468 during their US opening weekends.
Box Office Mojo notes that is well below expectations:
WB’s The LEGO Ninjago Movie entered the weekend with industry expectations targeting a $27-32 million opening. Mojo’s forecast was even more bullish, anticipating a $35 million debut for the third film in the expanding franchise. Unfortunately, the film only managed an estimated $21.2 million from 4,047 theaters, the lowest opening for the franchise by a wide margin. Earlier this year The LEGO Batman Movie also underperformed against expectations, though not by as wide a margin. Of course, as was mentioned in our weekend forecast, the Ninjago Movie targeted the smallest audience segment yet for the LEGO series, appealing mostly to young boys while the original LEGO Movie appealed to a much wider demographic and the LEGO Batman Movie even segmented that out a bit by comparison.
As well as the niche appeal of NINJAGO, with anyone who is not a child or a LEGO fan relatively unaware of the theme, it is the second feature from the series in a year which may have led to franchise fatigue.