The new 3D action-fest IMMORTALS got off to a reasonably good start with $1.4M in Thursday midnight screenings. This isn't anything spectacular, but it's slightly higher than the $1.3M RISE OF THE PLANET OF THE APES made in its midnight runs, and far better than the $550K pulled in last week by A VERY HAROLD & KUMAR 3D XMAS.
A normal trajectory for a fanboy-fueled fantasy adventure like Immortals would see a very strong Friday, then little if any increase on Saturday and steady drops after that. But Immortals benefits from having no direct action competition in the market, with family-oriented comedy in JACK AND JILL and PUSS IN BOOTS, and an older crowd gravitating to TOWER HEIST.
Stay with SHOWBUZZDAILY all weekend for updated boxoffice numbers and analysis!
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