So....interesting weekend or is that a non-interesting weekend?
And now to the way-back machine!
'Toy Story 3' Charms Again, Sandler Doesn't Grow, Cruise Capsizes
by Brandon Gray --- June 27, 2010
The Toy Story 3 train kept chugging over the weekend, out-gunning the debuts of two star-driven vehicles. Grown Ups logged a standard Adam Sandler start, while Knight & Day generated a sub-standard Tom Cruise kick-off. Overall business was down 18 percent from the same timeframe last year, when Transformers: Revenge of the Fallen was unleashed, and attendance was relatively soft for the time of year.
Generating an estimated $59 million, Toy Story 3 posted the seventh highest-grossing second weekend ever, though its 3D share dipped to 57 percent, down from last weekend's 60 percent. The animated sequel's 47 percent drop may seem steep, but it was normal, given the movie's intense initial interest and the strength of weekdays at this time of year. In 10 days, Toy Story 3 has tallied $226.6 million, already ranking fifth for 2010, just behind Shrek Forever After (which it will surpass on Monday). That also stands as the seventh highest-grossing 10-day opening ever, lording over any other animated feature.
Grown Ups yanked an estimated $41 million from approximately 5,100 screens at 3,534 locations, which was the fourth biggest-grossing opening for an Adam Sandler movie but was his ninth best in terms of estimated attendance. Given the added heft of Sandler cronies Kevin James, Chris Rock, David Spade and Rob Schneider, that may not seem impressive, but ensemble movies often don't equal the sum of their parts. The cast did make extensive promotional appearances, often targeting sports events dating back to the Super Bowl, while the movie's outdoor campaign used real pictures of the actors from when they were 12 years old. Grown Ups, though, came off as these actors hanging out on a family vacation. Lacking a crackling comic premise, there was no urgency to see it in theaters, but Sandler batting in his wheelhouse again was still a draw. Distributor Sony Pictures' exit polling indicated that 53 percent of the audience was female and that 52 percent was under 25 years old.
Knight & Day enlisted an estimated $20.5 million on around 4,100 screens at 3,098 locations, bringing its five-day haul to $27.8 million. Attendance was below average for a spy movie, and it was Tom Cruise's lowest in a leading role since Far and Away in 1992 (which had nearly as many viewers from about half the theaters). Mr. Cruise's last summer action spectacle, Mission: Impossible III, was deemed somewhat of a disappointment, but it still debuted to $47.7 million. Co-star Cameron Diaz has never been as consistent a performer as Cruise, and Knight & Day is a reunion of the two actors: Diaz had a supporting role in Cruise's Vanilla Sky, which started at $25 million (or the equivalent of over $35 million adjusted for ticket price inflation). Distributor 20th Century Fox's research showed that Knight & Day's audience had an even split between genders and that 56 percent was over 25 years old.
Outside of the Mission: Impossible movies, Tom Cruise's pictures generally aren't prone to record-breaking launches, and they often enjoy relatively long runs, but, even under the rosiest of circumstances moving forward, Knight & Day is unlikely to reach the $100 million mark that used to be the norm for Mr. Cruise. While Cruise reprised the running man routine that has served him well in the past, Knight & Day was the dramatic star's first at-bat in the action-comedy genre.
Unfortunately, the movie's marketers didn't get the memo: instead of a summer romp, Knight & Day was presented as if it had a similar premise to Collateral, only more brightly lit and with more quips, and the drama was punctuated by the Muse song "Uprising" (also just used to push the V television series). The ads weren't clear about the movie's story or tone, leaving only the action spectacle and star power to carry the day. In this context, though, Cruise seemed unhinged (Diaz being the audience surrogate), making the movie an out-of-form self-referential nod to Cruise's oft-criticized off-screen behavior of recent years. Sensing things weren't working, the ad campaign shifted gears at the last minute, cutting the Muse song but offering only more generics.
Meanwhile, The Karate Kid retreated 48 percent to an estimated $15.4 million. The fall was harsh for such a supposed crowd pleaser, but the remake is still a champ with $135.6 million in 17 days. The A-Team took a harder hit, off 58 percent to an estimated $6 million, and has packed a modest $62.8 million in 17 days. Most holdovers saw relatively severe declines, but Jonah Hex was the worst, plummeting 70 percent to an estimated $1.6 million for just $9.1 million in 10 days.
And now to the way-back machine!
This Weekend in Box Office History: Comparisons for June 25-27, 2010
by Brandon Gray --- June 27, 2010
Here's a look back at past weekends comparable to June 25-27, 2010:
5 Years Ago - 2005
Topping the weekend, Batman Begins held solidly by summer blockbuster standards in its second outing, dropping 43 percent to $27.6 million. The three new nationwide releases were sourced from 1960s, and none faired particularly well. Bewitched wasn't as enchanting as its makers had hoped, grabbing $20.1 million at 3,174 sites. The picture strayed from its television predecessor with an unrelatable Hollywood send-up, and co-star Will Ferrell was unconvincing as a romantic lead opposite Nicole Kidman. Herbie: Fully Loaded aimed to be an all-encompassing family hit but, in the process, wound up with limited appeal, making $12.7 million at 3,521 sites. Relying mostly on its brand name in the wake of the Dawn of the Dead remake, George A. Romero's Land of the Dead grabbed $10.2 million at 2,249 sites. • Weekend Report: 'Batman' Sweeps 'Bewitched,' Swats Bug
10 Years Ago - 2000
Me, Myself & Irene bagged $24.2 million at 3,019 theaters to lead the box office. Though sizable, the opening was unremarkable compared to Jim Carrey's 1990s run, but it was his first physical comedy since Liar Liar in 1997. Aardman's first feature, Chicken Run, debuted in second with a solid $17.5 million at 2,491 sites, which was the biggest opening ever for a stop-motion animated feature. • Weekend Chart
15 Years Ago - 1995
Pocahontas was the sole nationwide debut, and it barely edged out Batman Forever's second weekend. Pocahontas earned $29.5 million at 2,569 locations, which was the second highest-grossing opening for an animated feature at the time, behind The Lion King from the previous summer. After breaking the all time opening record the previous weekend, Batman Forever took a relatively steep 45 percent hit, grossing $29.2 million. But its total rose to $106.6 million in just ten days. The holdovers below those two saw minimal drops, including The Bridges of Madison County and Braveheart. • Weekend Chart
20 Years Ago - 1990
Tom Cruise, director Tony Scott and producer Jerry Bruckheimer attempted to recreate their Top Gun magic with Days of Thunder, which sped into the top spot. The movie delivered Mr. Cruise's biggest opening to date, grossing $15.5 million at 2,307 venues. Yet there was a whiff of disappointment, because, despite the hype and money thrown at the movie, six other pictures had already opened bigger that year. Days of Thunder was still popular, but the same cannot be said for the weekend's other new nationwide release: Bill Cosby vehicle Ghost Dad mustered $4.8 million at 1,213 venues. At least, it was a step up from Mr. Cosby's previous big screen attempt, Leonard Part 6. Meanwhile, Dick Tracy was second with $10.1 million, and Robocop 2 plummeted an alarming 55 percent to $6.4 million in its second weekend. • Weekend Chart
25 Years Ago - 1985
Clint Eastwood's Pale Rider mosied into 1,710 locations and posted the then highest-grossing opening for a Western on record: $9.1 million. The weekend, though, may be more memorable for St. Elmo's Fire. The Brat Pack drama ranked fourth with a $6.1 million start at 1,204 locations, which was a bit more than the first Brat Pack drama, The Breakfast Club ($5.1 million opening). Cocoon was second with $7.3 million in its second weekend, while Rambo: First Blood Part II was third with $7 million in its sixth weekend, marching past the $100 million mark in the process. • Weekend Chart
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