'Apocalypto' battles to top of DVD charts

By Thomas K. Arnold
The Hollywood Reporter
May 31, 2007

Mel Gibson's brutal tale of ancient Maya, "Apocalypto," gave distributor Buena Vista Home Entertainment the top berth on both the national DVD sales and rental charts for the week ending May 27.

The film, which grossed $50.9 million in theaters, bumped last week's top seller and renter, New Line's "Pan's Labyrinth," to the No. 2 spot on the Nielsen VideoScan First Alert sales chart and Home Media Magazine's rental chart. "Apocalypto" generated an estimated $6 million in rental revenue in its first week, while "Labyrinth" brought in an additional $5.6 million to bring its two-week take to $12 million, or 32% of its theatrical gross.

The Gibson film also trumped two other new theatrical features that debuted in stores last week. Warner's critically hailed "Letters From Iwo Jima," which earned $13.8 million in theaters, debuted at No. 3 on the sales chart and No. 4 on the rental chart with estimated rental revenue of $4.4 million. 20th Century Fox's "Epic Movie" bowed at No. 4 on First Alert and No. 3 on the rental chart with $5.4 million.

Two TV-DVD collections debuted in the First Alert top 20: Buena Vista's Season 5 of "Scrubs" and Warner's "The O.C. -- The Complete Fourth Season."

Also new to First Alert are the first two "Pirates of the Caribbean" movies, riding on the theatrical awareness of the third installment, which premiered theatrically last week. "Dead Man's Chest" finished the week at No. 7, while "The Curse of the Black Pearl" was No. 9.
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