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IT'S SO GOOD TO BE BAD
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It's all about the kids this summer, as another animated feature
debuted in the #1 position this weekend. "Shrek Forever After," "Toy
Story 3," and now "Despicable Me" have all taken home the box office
crown. The unexpected hit from Universal scored an estimated $60.1
million this weekend, delivering the studio their first topper of the
season. With the PG-rated "The Karate Kid" and "The Last Airbender" performing stronger than expected, it really is a kid's world at multiplexes this summer. For "Despicable Me," credit a strong second-effort marketing campaign that went straight
for the cutsie dolls after the original advertising roll out fell flat, as it
featured an odd trailer showcasing Steve Carell's menacing character.
Considering that the film cost just $70 million, expect a sequel to be
on the drawing board come Monday, as Universal is likely overjoyed to
be in the extremely lucrative animation game. Watch out Disney and
DreamWorks, there's a new evil mastermind in town. "The Twilight Saga: Eclipse" sucked it up in second place, dropping
just 52% versus last weekend, and draining another $31 million from
moviegoers. Last fall, "The Twilight Saga: New Moon" free-fell 70% in
weekend #2, however the front-loaded gross of a Wednesday opening for
"Eclipse" puts the threequel about $15 million behind "New Moon"
its first ten days in theatres. Still, at $234 million and counting,
Summit Entertainment is licking their chops, as the vampire drama cost
just $68 million and has already gashed $375 million worldwide. "Predators" also opened strongly for Fox, as the fifth film in the
sci-fi horror series shot up $25 million. The ensemble cast, led by
Oscar-winner Adrien Brody, and rebooted by horror-maestro Robert
Rodriguez, cost just $40 million and will undoubtedly be considered a
decent success. The original, starring Arnold Schwarzenegger, debuted
with $12 million in the summer of 1987, and "AVP," the top-breadwinner
of the series, rolled out with $38 million in 2004. The top grossing movie of the summer, "Toy Story 3," finished in
fourth place in its fourth weekend, drumming up another $21 million
despite direct competition. With nearly $340 million in the domestic
bank and $165 million in limited release internationally, it seems the
only film that may have a chance at catching Woody and Buzz is
Christopher Nolan's "Inception." "The Last Airbender" fell hard, dropping 57% in its second
weekend, and grossing $17 million in fifth place. With a $150 million budget, and $100 million in North America in just a week and a half, it seems this film
will eventually cut out a profit stateside and may actually sequelize,
depending on how strong international grosses are.
Adam Sandler's new comedy, "Grown Ups," pulled off something pretty
incredible as it eased just 15% in its third weekend, grossing $16
million in sixth place. With $111 million in the bank and not a comedy in sight until
"Dinner with Schmucks" on July 30th, this will be Sandler's biggest hit
in quite some time. Appealing to the masses never felt so good! In limited release, Fox Searchlight's "Cyrus" powered into the Top 10 with a gross of $1.4 million in just 200 theatres. The
John C. Reilly/Jonah Hill comedy has now totaled $3.5 million in four
weeks.
Music Box's "The Girl Who Played With Fire" burnt up the box office as well in limited release, grossing $875,000 from just 106 sites. The sequel to "The Girl With the Dragon Tattoo," it will likely play strongly throughout the summer as its predessesor grossed over $9 million in its lengthy 23 week run earlier this year. "Fire" has already grossed over $50 million overseas. Debuting with the force of a two-year-old's tantrum, Focus Features'
dramedy, "The Kids Are All Right," was released in just 7 theatres and
grossed nearly $500,000. This is a sensational start for director Lisa
Cholodenko's ("High Art," "Laurel Canyon") latest. Next weekend expect magic at the box office from both "The Sorcerer's
Apprentice" and "Inception." With the Mouse House opening "Apprentice"
on Wednesday, it certainly won't have the firepower to compete with
Christopher Nolan's latest, but as you can plainly see kid's movies
have been doing socco biz this summer. Expect grosses of $36 million
for the weekend, upwards of $55 million for the 5-day gross, as well as
a long run into August. And then we have "Inception," which looks like
the only film that has a shot of unseating "Toy Story 3" as the top
movie of the summer...if it delivers "Matrix"-like business for Warner
Bros. Nolan hasn't missed yet and this is the last buzz-worthy title of
the season, so expect a healthy, blockbuster sized opening--$80
million--and sensational holds thereafter.
(Jul 11, 2010) - Comments (1)
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