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Peter Jackson's film The Hobbit: An Unexpected Journey cleaned up at the box office a few weeks ago, setting records for strongest midnight opening, opening day and opening weekend for a December film.
Macy's Herald Square estimated that 9,000 people were waiting for its midnight opening, versus 7,000 when it opened at 5 a.m. last year.
It set new records in advance ticket sales with $32 million, in its midnight opening with $43.5 million and in its IMAX midnight opening with $2 million (surpassed by The Dark Knight Rises).
It broke records when it was released in theaters including a new record for a midnight opening for a horror film ($8 million) and best opening day for a horror film in the U.S.($26.2 million).
Even stores which chose to open at 8am were quiet while Boots' midnight opening on Oxford Street in central London was attended by journalists only.
The commercial performance of the film outpaced the first film, setting several box office records including the biggest midnight opening in the United States and Canada and the biggest single-day opening.
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It's a triumphant, almost transcendental sound, part of a rehearsal a few days ahead of this evening's opening night of the Proms.
Macy's said its midnight openings had worked very well, and had "attracted millennial customers".
The midnight openings also may have contributed to the unusually high number of men who were in stores.
"We estimate a quarter of a million people visited our stores for the midnight openings," he said.
About 2.6percentt of those surveyed shopped at stores with midnight openings on Black Friday, up from 1.3percentt a year ago.
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