Movie Box Review

Now the only question is when they announce the start of  pre-production on LORAX 2.

OPENINGS:  It turned out THE LORAX (Universal) wasn't frontloaded at all.  Quite the contrary, its 80% Saturday bump put the movie through the roof, a triumph of great marketing over cruddy filmmaking.  Lorax is currently the 3d highest March opening ever, but only $185K behind 300 at #2, so even a slight overperformance on Sunday could lift it up.  PROJECT X (Warners) slipped a bit on Saturday, but even if its Sunday is overestimated, it should still be safely over $20M for the weekend, a very good score for a relatively low-budget studio release.  (The result, unfortunately, will be more lousy "found-footage" movies.)

HOLDOVERS:  Thanks to a nice spread of genres in the Top 10, most of the older movies are holding quite well.  The only 3 movies in the Top 12 to dip more than 45% were JOURNEY 2 (Warners), which was direct competition for Lorax, GOOD DEEDS (Lionsgate/Summit) with a 55% drop that was in keeping with Tyler Perry's pictures, and GHOST RIDER 2 (Sony), which was already mid-collapse.  Particularly notable were the tiny respective drops for SAFE HOUSE (Universal) - 34%, THIS MEANS WAR (20th) - 33%, and the (deservedly) much-maligned GONE (Summit/Lionsgate) - 36%.

OSCAR WINNERS:  THE ARTIST (Weinstein), the 2d least popular Best Picture winner of the last quarter-century (and the lowest among films still in theatrical release when the awards were given out) raised its post-awards theatre count by 80% and could only manage a 34% bump.  And even that number is shaky, because Artist is claiming by far the lowest Sunday decline of the weekend's top movies, so it may well slipi down (and fall out of the Top 10) tomorrow.  Similarly, its stablemate THE IRON LADY (Weinstein) is claiming a 30% weekend increase that relies on a tiny estimated Sunday drop.  Back in the non-Weinstein world, THE DESCENDANTS (Fox Searchlight) lost many of its theatres and fell 36%, and HUGO (Paramount) dropped 14%.  A SEPARATION (Sony Classics) tripled its theatres off its Foreign Language Film win, and gratifyingly went over the $1M mark for the weekend in 243 houses.  

LIMITED RELEASES:  BEING FLYNN (Focus) created little excitement with a $11K average at only 4 theatres, and TIM & ERIC'S BILLION DOLLAR MOVIE (Magnolia) could only get to a $4K average in 24.    IN DARKNESS (Sony Classics) lost the Foreign-Language Oscar but tried increasing its theatre count by 50% anyway--the result was a 17% drop for the weekend.  WE NEED TO TALK ABOUT KEVIN (Oscilloscope), another picture that was hoping for Oscar love it didn't get, more than doubled its theatres to 40, and averaged a decent $3300.  

There are good movies and there are hits, and given the choice, there's never been any doubt which Hollywood prefers.

OPENINGS:  A March filled to the brim with wannabe blockbusters is off to a big start.  THE LORAX (Universal) may be a bad movie (spoiler alert--it is), but the studio sold the hell out of it, and the result looks to be the all-quadrant hit Universal dreamed of.  The opening day for Lorax was almost 25% higher than the Friday for Horton Hears A Who! in March 2008, and that one got to $154M, so $200M is certainly in reach (Horton happened to be a better movie, but we'll see if that means much).  Also helping:  no real competition until Mirror Mirror and Wrath of the Titans open on March 30.

Also opening well (and at least as bad) is PROJECT X (Warner Bros), the latest "found-footage" contraption.  Its $8.1M Friday is only slightly behind the $8.6M for Chronicle, February's found-footage picture, and while Project's trajectory downward may be faster (Chronicle rose 18% on Saturday on good word-of-mouth, which Project will be hard pressed to match), that could still put it in the neighborhood of a $20M weekend and $50M total, not bad for a picture that has a $12M budget and lower-than-usual reliance on expensive TV marketing.

HOLDOVERS:  ACT OF VALOR (Relativity) and WANDERLUST (Universal) should go down a standard 45-50% in their second weekends, but oddly enough, the given-up-for-dead GONE (Summit/Lionsgate) is holding extremely well and may decline less than 40%.  Amanda Seyfried fans?  GOOD DEEDS (Lionsgate/Summit) will fall the heavy 60% or so that's typical for Tyler Perry's movies.  Also collapsing this weekend is JOURNEY 2 (Warners), which held like a champ for several weeks but got poleaxed by The Lorax.  SAFE HOUSE (Universal), THE VOW (Screen Gems/Sony) and THIS MEANS WAR (20th) continue to hold well, although in the case of the latter, that will still only get it to around $50M.  Worth noting farther down the list is that PHANTOM MENACE 3D (20th) is now headed for only around $45M, which means with the cost of 3D conversion and marketing, the re-release may remarkably have to scrape just to break even--we'll see how quickly Attack of the Clones 3D hits theatres after this.

OSCAR WINNERS:  Even with the Best Picture Oscar and the giant publicity that comes with it, THE ARTIST (Weinstein) managed only a mild bump at the box-office.  Its theatre count increased by over 80%, but it's headed for only a 20-25% higher gross this weekend.  Artist now seems unlikely to reach $50M at the US boxoffice, which would make it the first Best Picture winner in current theatrical release (unlike The Hurt Locker, which was already on homevideo when the awards were presented) not to hit that mark since The Last Emperor in 1987, a film that made $44M at a time when those dollars had 25 years worth of higher value.  (For a real, inflation-adjusted equivalent, you'd have to go back to the pre-homevideo era.)  Meanwhile THE IRON LADY (Weinstein) rode its Best Actress Oscar to a 10-15% increase.  Winners in the lesser categories had no Oscar benefit:  THE DESCENDANTS (Fox Searchlight) dropped 20% of its theatres and will decline 40-45%, and HUGO (Paramount), now out on homevideo, lost about 15% of its theatres and will fall 20-25%.

LIMITED RELEASES:  The first major indie of 2012, BEING FLYNN (Focus) didn't muster much enthusiasm at the boxoffice (sadly, for good reason) and may only get to around an $11K average at 4 theatres.  TIM AND ERIC'S BILLION DOLLAR MOVIE (Magnolia), also available on VOD, is headed for perhaps a $5K average at 24.

NEXT WEEK:  The knives have been sharpening for weeks, but is JOHN CARTER (Disney) really as bad as the buzz suggests?  It will, at least, have the weekend almost to itself, as the "single-take" (not really) SILENT HOUSE (Open Road) and the long-delayed Eddie Murphy vehicle A THOUSAND WORDS (Paramount) are only opening in roughly half as many theatres.  2 romantic comedies also arrive in limited release:  FRIENDS WITH KIDS (Roadside Attractions), which has a terrific cast that includes Jon Hamm, Kristin Wiig, Adam Scott and Maya Rudolph, and SALMON FISHING IN THE YEMEN (CBS), with the somewhat less marketable Ewan McGregor and Emily Blunt. 

As Hollywood prepares to honor its best (well, this year... maybe not so much), an undistinguished group of arrivals dominate the boxoffice.

OPENINGS:  ACT OF VALOR (Relativity) is claiming the lowest Sunday decline for any adult-skewing picture in the Top 10, ignoring the usual Oscar Day decline (even though the film had the lowest Saturday bump of any of them).  That means the weekend's final number may be closer to $24M.  There's probably not much gas in the tank for future weeks, but a $60M total for a picture that cost $13M (albeit with much more expensive marketing) is clearly a win.  GOOD DEEDS (Lionsgate/Summit)  is Tyler Perry's lowest opening ever (excluding Daddy's Little Girls, which opened on a Wednesday).  That probably doesn't mean much in terms of his overall franchise (especially since he has a Madea movie coming out next), but may give concern to his bid for a non-franchise (well, new franchise) success playing a detective in I, Alex Cross later this year.

Bad news for Jennifer Aniston, too:  WANDERLUST (Universal) is her lowest-ever opening for a starring vehicle.  (Paul Rudd isn't really seen as someone whose name alone opens movies--his hits have either been concept-driven (Role Models) or buddy movies with strong co-stars (Dinner For Schmucks)--but this certainly doesn't move him up in the ranks.)  Another couple of losers and it may be time for Aniston to take a hard look at returning to TV.  The best news for Amanda Seyfried is that in a couple of weeks, GONE (Summit/Lionsgate) will be a dim memory--but even though it's ridiculous to put her in direct competition with Rachel McAdams or any other particular actress, she does need another Dear John-sized hit in the near future if she's not going to fall onto the heap of lovely ex-TV actresses who couldn't hack it on the big screen.

HOLDOVERS:  JOURNEY 2 (Warners) and THE SECRET WORLD OF ARRIETTY (Disney) have real legs, although in Arrietty's case, that won't translate to much of a total gross.  SAFE HOUSE (Universal), THE VOW (Screen Gems/Sony) (which went over $100M, the first-ever for Screen Gems) and THIS MEANS WAR (20th) all held well.  GHOST RIDER 2 (Sony), of course collapsed.  So did PHANTOM MENACE 3D (20th), which now seems unlikely to reach $50M--presumably Fox will do anything George Lucas tells them to, but one has to wonder about the enthusiasm for re-releasing the rest of the prequel trilogy in 3D when 3D TV and homevideo are still in their infancy and there's little ancillary value to be had.

OSCAR NOMINEES:  Only a few of the major nominees are still in wide release.  THE ARTIST (Weinstein), in anticipation of its big wins tonight, was the only one to add theatres, and had a nice weekend bump.  THE DESCENDANTS (Fox Searchlight) and HUGO (Paramount), in anticipation of their big losses, dropped theatres and had modest declines.  (Hugo is being released on homevideo in a few days.)  Sony Classics widened a couple of their Best Foreign Film nominees:  probable winner A SEPARATION did very well, increasing theatre count by around 50% and boxoffice by 36%, while IN DARKNESS wasn't quite as strong, with a similar rise in theatre count but only a 11% boost at the boxoffice.

Enjoy the Sacha Baron Cohen Publicity Tour Oscars tonight, everyone!  We'll have plenty of coverage on The Artist's anointment after the fact.

Navy SEALs shoot up the Friday boxoffice.

OPENINGS:  The very aggressive marketing for ACT OF VALOR (Relativity) made it seem like it was a patriotic duty to see the film, and successfully hid the fact that it's mostly a sub-par B action movie.  The question now is whether its quality will catch up with it (or not).  GOOD DEEDS (Lionsgate/Summit) is Tyler Perry's lowest wide-release opening Friday ever at $5.6M (Daddy's Little Girls opened on a Wednesday), but not to worry--Perry will have a new Madea comedy out later this year.

Although daily numbers aren't available for her earliest vehicles, WANDERLUST (Universal), with a 2.2M Friday, also seems to be the biggest flop of Jennifer Aniston's starring career, let alone for one that pairs her with another big name like Paul Rudd.  Aniston has had something of a charmed movie career, considering the low quality of many of her pictures, but her luck may be running out.  GONE (Summit/Lionsgate) is just sad at $1.7M, and should send Amanda Seyfried on a search for the next half-decent rom-com or soap opera script that comes her way.

HOLDOVERS:  THE VOW (Screen Gems/Sony), SAFE HOUSE (Universal) and SECRET WORLD OF ARIETTY (Disney) are all sustaining well, but nothing is holding like JOURNEY 2:  THE MYSTERIOUS ISLAND (Warners), which is clearly pleasing its target audiences. The only thing that could keep it from beating the $102M US gross of the first Journey is next weekend's increased competition.  GHOST RIDER:  SPIRIT OF VENGEANCE (Sony) collapsed, and STAR WARS EPISODE I:  THE PHANTOM MENACE 3D (20th) continued to do so as well--it's starting to look like Phantom Menace may not even get to $50M, although it'll still put plenty of midichlorians in George Lucas's pocket.  

OSCAR NOMINEES:  As THE ARTIST (Weinstein) prepares for its coronation, it added about 20% more theatres and took a nice tick upward.  HUGO (Paramount) lost about 10% of its screens, but also went up a bit.  THE DESCENDANTS (Fox Searchlight), on the other hand, lost about a third of its theatres, and was somewhat down.

LIMITED RELEASES:  No notable openings or expansions this weekend, as the art-house audience is presumably occupied with Oscar Day.

NEXT WEEKEND:  March is unusually packed with event movies this year, and first up is THE LORAX (Universal), which the studio has been marketing as an all-quadrant tentpole, with spots aiming at kids (Dr. Seuss), teens (Zac Efron and Taylor Swift) and adults (Danny DeVito and Betty White)--including a fairly heavy ESPN push--and all of that doesn't even count the giant promo deals with a car company and restaurant chain.  A different sort of event is PROJECT X (Warners), an R-rated  "found footage" version of The Hangover (and produced by its director, as every promo is happy to tell you) about a teen party that goes very wild.  Also arriving is the year's first substantial limited release, Paul Weitz's BEING FLYNN (Focus), which is riding some good early buzz for its performances from Robert DeNiro and Paul Dano.

Hollywood Hearts this weekend.

OPENINGS:   It turned out that THE VOW (Screen Gems/Sony) was indeed slightly more frontloaded than SAFE HOUSE (Universal), but not by enough to rob it of 1st place.  Vow's massive $41.7M haul was higher than any opening weekend for a Julia Roberts, Sandra Bullock or Katherine Heigl vehicle--ever.  (Cut to the board room at Screen Gems, where they're trying to figure out just how to do a Vow 2.)  Sony has another reason to be thrilled, too--they have Channing Tatum's 21 Jump Street opening next month.  Normally, one would say that Vow might get hurt by the similarly-aimed This Means War next weekend, but War has such bad buzz that it may not be much of a threat.  Meanwhile, Safe House's $39.3M is the 2d highest opening of Denzel Washington's career, and since its genre hits an international sweet spot, there's nothing but upside (and another sequel that seemingly can't happen, although never discount the inspiration--and desperation--of Hollywood execs).  Also celebrating today:  Ryan Reynolds, whose career was heading for life support after 2011's flops; the Safe House tally probably isn't much due to him, but in Hollywood, if you're in a hit, it's your hit.

Over in the 2d tier, the one genuinely frontloaded movie of the weekend was STAR WARS EPISODE I:  THE PHANTOM MENACE 3D (20th), as audiences, depending on their ages, either remembered or discovered just how bad it was.  (Even though Phantom Menace was the only opening to go down on Saturday, Fox is predicting it to have Sunday's lowest drop--so look for that $23M weekend number to be reduced tomorrow.)  JOURNEY 2:  THE MYSTERIOUS ISLAND (Warners), on the other hand, had a wonderfully robust 94% hike on Saturday, its $27.6M weekend total almost 25% higher than the $21M opening for the first Journey picture.  With the semi-arty The Secret World of Arrietty as the only family movie opening for Presidents Day weekend, Journey should hold up pretty well.

HOLDOVERS:  As noted yesterday, last Sunday's depressed Super Bowl Sunday grosses make this weekend's comparisons look artificially strong.  In a normal weekend, CHRONICLE (20th), THE WOMAN IN BLACK (CBS) and BIG MIRACLE (Universal) would all be down over 50%, but only Woman (just barely) crossed that line this weekend.  Those 3, along with THE GREY (Open Road), RED TAILS (20th) and UNDERWORLD AWAKENING (Screen Gems/Sony) are all headed for $50-65M totals.

OSCAR NOMINEES:  Generally good holds for the pictures in general release, as THE DESCENDANTS (Fox Searchlight), THE ARTIST (Weinstein) and HUGO (Paramount) all lost 20-30% of their theatres and went down under 25%.  The only big hit was for EXTREMELY LOUD AND INCREDIBLY CLOSE (Warners), which shed almost half its theatres and plummeted 60%.  A couple of nominees in smaller categories had modest expansions:  A SEPARATION (Sony Classics) added 5 theatres for a total of 45 and went up a couple of percentage points, and PINA (IFC) almost doubled its theatres to 67 and had a nice 35% bump.  The bare 22% increase for W.E. (Weinstein), though, meant a big reduction in per-screen as it went from 4 to 17 theatres. IN DARKNESS (Sony Classics) had an OK start with a $9700 at 3, and surprise Best Animated Film nominee CHICO & RITA (GK) got a lot of curious eyeballs with a $27K opening in 1 NY theatre.j

LIMITED RELEASE:  Not much going on, apart from the Oscar nominees above.  RAMPART (Millenium) had a decent start with a $13K average in 5 theatres, and RETURN (Dada), a very tiny movie with excellent performances by Linda Cardellini as a returning Iraq vet and Michael Shannon (for once playing a normal human being) as her husband, had a $3500 average at 2.