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None Above the Others

August 9th, 2010

The first weekend of August was mixed. The top film did well for this time of year, as did the counter-programming. Plus the holdovers did their part, more of less. That said, the overall box office was still down 8% from last weekend and 9% from last year, thus ending 2010's winning streak. However, looking at the big picture, 2010 is still up on 2009 at a score of $6.93 billion to $6.63 billion

The Other Guys turned into the third biggest opener for Will Ferrell and the best since Talladega Nights. With an opening of $35.54 million, it was nearly twice as strong as Land of the Lost and slightly better than Blades of Glory. Given this result, and its reviews, not to mention the lack of direct competition going forward, $100 million is certainly an obtainable target. Hopefully it will get there, as we haven't had an overabundance of those so far this year.

Inception matched Thursday's prediction perfectly, adding $18.51 million over the weekend for a total of $227.64 million after four. At this pace $250 million is practically a lock, but I wouldn't bet on $300 million.

Step Up 3D was a little weaker than expected at $15.81 million, but that's still a fine result for counter-programming at this time of the year. Unless it cost more to make than the first two films in the franchise, this is a very good start and practically ensures it will reach profitability sooner rather than later. Also, with better than expected reviews, it could have better legs than the previous installments. On the other hand, it is a 3D film, which means it could have cost more to make than the first two films and the marketing costs could mean it will have to wait till it reaches the home market before it shows a profit. If the franchise does continue, it might not be as a theatrical release.

Salt scored fourth place with $10.91 million over the weekend for a total of $91.79 million. By this time next week it will be at the $100 million mark domestically, while well on its way to getting there internationally.

Dinner for Schmucks saw its numbers really fall during its second weekend of release, plummeting 56% to $10.38 million over the weekend. The two week total now stands at $46.62 million. At this point, $50 million is a lock, but I don't think it will get much further than that.

Also of note, Despicable Me reached $200 million late on Thursday before adding $9.28 million over the weekend for a total of $209.29 million after a month of release.

Moving onto the sophomore class, we find Cats & Dogs: The Revenge of Kitty Galore in seventh place with $6.90 million over the weekend and $26.43 million in total. That's about half as much as the original had at the same point in its run. Charlie St. Cloud performed even worse, down more than 60% adding $4.70 million to its running tally of $23.50.


Filed under: Inception, Despicable Me, Salt, Dinner for Schmucks, Cats & Dogs: The Revenge of Kitty Galore, The Other Guys, Step Up 3D, Charlie St. Cloud