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Identity Wins Last Week in Spring

April 28th, 2003

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The last week in Spring is usually a time when studios dump movies before the summer season officially starts, and it’s usually the slowest pre-summer weekend of the year. This year was no exception. It was better than the same weekend last year, but that could be the result of twice as many movies opening this year.

Picked by most to finish second, or even third, Identity managed to grab first spot with an impressive $16.2 million. Also impressive was its reviews at 64%, but its CinemaScores was just average at B. That, the genre, and X-Men 2 opening next week suggests Identity won’t have great legs at the box office, but with a budget of only $28 million, it won’t matter.

In second was Anger Management, which dropped another 40% to $15 million and crossed the $100 million mark. Even with much stronger legs than predicted, this film is still well behind Big Daddy for Adam Sandler’s largest box office, despite having a larger opening weekend.

Third with the smallest week to week drop in the top ten was Holes. Its more than $12.5 million represents only a 23% drop, and after two weeks its total box office is just a few million shy of its production and P&A budgets combined. After figuring in the theatre’s share of the box office, Holes should finish its domestic run just shy of profitability. But at this point, even a disappointing international box office will push this film into the black.

Malibu’s Most Wanted dropped a spot to fourth, but its box office dropped little less than 42% to $7.3 million. This was a little better than most expects predicted. With a production budget of only $15 million, and a total box office of nearly $25 million, look for more films like this to follow.

Opening in fifth place was Confidence at only $4.6 million, in line with most predictions. Excellent reviews couldn’t overcome the small advertising push. Word of mouth might help this movie receive a larger audience for the home market, but that’s a best case scenario at this point.

To say It Runs in the Family opened wide would be a bit of a stretch. At only 1200 theatres, it wasn’t in the top ten for theatre count, but it did finish 9th at the box office. Still its $2.8 million box office is a disappointment, but probably better than its bad reviews and weak CinemaScores would suggest.

It tenth place, proving that the movie going public does have taste was The Real Cancun. This movie bombed, earning $2.1 million in more than 2200 theatres. That’s a per theatre average of less than $1000 per theatre, second worse in the top twenty. Bad reviews are one thing, but the real story here is the CinemaScores. Their target audience (males under 21) gave the movie a C-, with movie goers over 35 gave it an F. Hopefully this will give the other studios contemplating Reality TV Movies something to think about.

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Filed under: X2, Anger Management, Holes, Identity, Malibu's Most Wanted, Confidence, It Runs in the Family, The Real Cancun