Deadpool & Wolverine Shatters South African Box Office Records with R14.8 Million Opening Weekend

Marvel Studios’ “Deadpool & Wolverine” set a new benchmark in the South African box office, grossing R14.8 million on its opening weekend and breaking multiple records across the continent.* Marvel Studios’ latest release, “Deadpool & Wolverine,” directed by Shawn Levy and starring Ryan Reynolds and Hugh Jackman, has taken South Africa by storm. The film grossed an impressive R14.8 million during its opening weekend, setting a new record for the biggest opening weekend in the country for 2024. This marks a significant milestone for the South African cinema industry, which has faced numerous challenges in recent years, including the impact of the Covid-19 pandemic and the rise of video streaming services.

Prior to the release of “Deadpool & Wolverine,” “Inside Out 2” held the record for the biggest film of 2024 at the South African Box Office. The animated film also earned the title of the highest-grossing animated film of all time in the region. However, “Deadpool & Wolverine” not only surpassed this milestone but also achieved remarkable success across other parts of Africa. It became the biggest opening weekend of the year in West Africa and recorded the most significant opening since the Covid-19 pandemic in East Africa.

Globally, the film performed exceptionally well, grossing an estimated R8 billion in its opening weekend. This phenomenal success also broke the record for the biggest opening of an R-rated film worldwide.

In South Africa, “Deadpool & Wolverine” is rated 16, with warnings for drug use, strong language, prejudice or negative stereotyping, and violence. The film features a star-studded cast, including Emma Corrin, Morena Baccarin, Rob Delaney, Leslie Uggams, Karan Soni, and Matthew Macfadyen in supporting roles.

The success of “Deadpool & Wolverine” provides a much-needed boost to the South African cinema industry, which has been struggling to regain its pre-pandemic audience. The wider rollout of fibre-to-the-home and the increasing popularity of video streaming services have significantly impacted local cinemas. Additionally, frequent load-shedding has deterred many potential moviegoers, as not all cineplexes have backup power.

Ster-Kinekor CEO Mark Sardi highlighted the challenges faced by the cinema industry, citing the impact of load-shedding and the convenience of streaming services as significant factors influencing consumer behaviour. He noted that intense periods of load-shedding, particularly between April and September, have discouraged people from visiting cinemas. Furthermore, the Writer’s Guild of America strike in 2023 halted the production of numerous films, causing delays in the release of titles initially scheduled for 2024.

Despite these challenges, cinemas like Ster-Kinekor continue to attract a sizeable audience. According to The Market Research Foundation’s MAPS data overview for 2021 to 2023, approximately 619,000 South Africans visit a movie theatre once or twice every two to three months. However, cinema penetration in South Africa remains low at just 2%. The report categorized cinema-goers into six segments, with 7% visiting very frequently (at least twice a month), 16% frequently (at least once a month), and 27% regularly (once every two to three months).

Pricing also plays a crucial role in cinema attendance, with the average cost per outing being R433.69. Ster-Kinekor is the preferred choice for one million respondents, followed by Nu Metro with 818,000 patrons. Smaller cinema chains, Movies@ and Cinecentre, attract 207,000 and 90,000 visitors, respectively.