WEEKEND BOX OFFICE : ‘Rabbit’ and ‘America’ Battle for Dollars

Disney’s “Roger Rabbit� continued to top Paramount’s “Coming to America,� despite the latter’s broader release. “Rabbit� grossed $8.92 million at 1,402 theaters, averaging $6,362 a screen, while “America� grossed $8.89 million at 2,064 theaters, or $4,305 a screen. Marketing was a key reason behind the success of both films, says Alex Ben Block, editor of the industry newsletter Show Biz News, which recently completed a study of the impact of marketing on box office results. Paramount, says Block, drew Eddie Murphy fans to “America� without raising the expectation that this would be another “Beverly Hills Cop.� He adds that Disney made “Roger Rabbit� a must-see by stressing its technical breakthroughs.

* “A Fish Called Wanda,� MGM/UA’s quirky comedy, grossed $115,000 at three theaters, two in New York and one in Los Angeles.

Weekend Gross/ Screens/ Weeks Movie (Studio) Total (millions) Average in Release 1. “Who Framed Roger Rabbit� $8.92 1,402 5 (Touchstone/Disney) $84.1 $6,362 2. “Coming to America� $8.89 2,064 4 (Paramount) $81.3 $4,305 3. “Die Hard� $7.1 1,276 2 (20th Century Fox) $10.1 $5,569 4. “The Dead Pool� $6.0 1,831 2 (Warner Bros.) $23.1 $3,285 5. “Midnight Run� $5.5 1,158 1 (Universal) $7.1 $4,775 * “A Fish Called Wanda� $.115 3 2 (MGM/UA) $.314 $38,333

SOURCE: Exhibitor Relations Co.