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Cowboys tie Smurfs

August 1st, 2011 No comments

 

It’s a Tie: The Smurfs win!

As the summer movie season heads into its final month, the preliminary box office report is in for the past weekend, and the winner is… “The Smurfs.” But wait… Didn’t “The Smurfs” tie with “Cowboys & Aliens” at a reported $36.2 million each for their opening weekends? Well, technically, they did. But Sony and Columbia’s animated, 3-D, kid-oriented feature outperformed for its opening, while Jon Favreau’s “Iron Man” series follow-up underperformed. And there’s always the ‘liar’s poker’ aspect of preliminary box office – frequently it turns out that the margin between a ‘tie’ or even a $100,000 ‘squeaker’ finish is far wider than studio ‘estimates’ suggest. In other words, sometimes people inflate figures to enhance their company bottom line. Gee, when did artifice, insincerity and self-interest creep into Hollywood business? Oh, right – never mind. [As this post was being completed, the final numbers came out for the weekend: “Cowboys & Aliens” $36.4 million, “The Smurfs” $35.6 million.]

Favreau got smurfed like nobody’s business

“Cowboys & Aliens,” which cost $163 million to make, is writer/director Jon Favreau’s “Iron Man 2” follow-up, and producing partners Universal, DreamWorks, Reliance and Relativity were depending on Favreau’s mojo with fanboys to drive the film’s opening. The movie participated at Comic-Con last weekend, and its stars Daniel Craig and Harrison Ford have been grouchily honoring their publicity obligations, but this project seems to have fallen on Favreau’s shoulders, and getting gang-smurfed at the weekend box office probably came as a rude surprise to him. It doesn’t help matters that “Cowboys & Aliens” was shot in (apparently now passe) 2-D, so it did not get the 3-D premium coin its diminutive blue Belgian competitors enjoyed. Western films, in general, have been poison at the box office in the last few decades, with a few notable examples like last year’s remake of “True Grit” or 1990’s “Dances With Wolves.” Just a handful have made it past the $100 million dollar B.O. mark, and “Cowboys & Aliens” will have a tougher time making it there now that it has opened lower than hoped. Let’s face it, though: “Cowboys & Aliens,” a genre mash-up, is about as much a ‘Western’ as next year’s “Abraham Lincoln: Vampire Hunter” can be called a ‘Lincoln biography.’

The (small) Blue Man Group

It’s pretty clear Sony’s marketing machine revved-up and ‘got its smurf on’ in a big way. In addition to a huge advertising campaign, the company pacted with Build-a-Bear, FAO Schwartz and McDonalds to grow awareness of the film among the Smurf set. Neil Patrick Harris dilligently performed his PR duties with a smile, appearing across the TV channel spectrum. As a result, the $110 million production resonated with youthful audiences, who, accordingly, dragged along at least one parent to pay enhanced 3-D prices for their tickets. Tellingly, “The Smurfs” was on 355 fewer screens than ‘Cowboys,’ so the final B.O. totals should be interesting, to say the least. The end result was a happy weekend for director Raja Gosnell and the folks at Sony and Columbia – at least until the final B.O. figures come out. [See the end of the first paragraph for ‘Cowboys” narrow margin of ‘victory.’]

‘America’ comes in third; ‘Love’ loses big…

Last week’s number one film (it opened at $65 million), “Captain America: The First Avenger,” slipped dramatically (62%) into 3rd place, with $24.9 million, but its box office take (and B.O. stalwart Harry Potter – see below) bested the only other film opening last weekend, the adult-skewing “Crazy, Stupid, Love.” Disapointingly for Warner Brothers, ‘Love’ brought in only $19.3 million from more than 3,000 screens, earning it 5th place  for the weekend, behind the ‘boy-wizard-who-could,’ Harry Potter. Although it claimed most of the adult audience (and a more-than-half female audience), “Crazy, Stupid, Love” simply couldn’t beat the world’s love affair with Potter, “Harry Potter and the Deathly Hallows, Part 2” earned $21.9 million over the weekend, giving the final picture in the Potter series the notable achievement of being its first of the Potter franchise to make over $1 billion at the box office. ‘Hallows Pt. 2”s domestic total is $318 million, but the film has earned over twice that overseas, with $690 million (and counting!).

Coming Soon: Even More Remakes!!

If you haven’t gotten enough of Hollywood’s ‘creativity’ in terms of re-inventing (exploiting?) franchises they already own, get ready for next weekend’s “Rise of Planet of the Apes,” from Twentieth Century Fox, starring graduate degree record holder James Franco. In the alternative, if quality adult drama appeals to you, there’s “The Whistleblower,” starring Rachel Weisz.

See you at the movies!

Is that a Tentpole in your pocket? (Or are you just shoring-up your slate?)

May 10th, 2010 No comments

Here’s a number for you: 133,600,000. That’s the amount of money, in dollars, “Iron Man 2” made in the U.S. over its opening weekend, putting it in first place (and fifth among all-time 3-day opening weekends).

Here’s another number: 14.5. That’s how many times greater “Iron Man 2″‘s B.O. take is than the #2 grossing film of the week, the rebooted “A Nightmare on Elm Street,” which couldn’t crack $10 million – it made $9.2 million. As a matter of fact, the “Iron Man” sequel brought in three and a half times as much money as the rest of the weekend’s remaining ‘top ten’ combined. And worldwide, the film has already topped $325 million.

All this preoccupation with numbers and large box office opening weekends can only mean one thing: the summer movie tentpole season is here.

So, what IS a tentpole? There are varying definitions, but it basically boils down to one thing (doesn’t everything?): money. A tentpole film is a ‘property’ whose commercial potential a studio feels so strongly about that it throws money at the production (and subsequent marketing, advertising, publicity, and so on) and counts on its box office results to line studio coffers and reinforce the studio’s other releases, some of which may be mere ‘filler,’ like B-movie ‘programmers’ of old. In other words, a tentpole props up the studio bottom line, and it is part of a strategy the majors have grown increasingly dependent upon for nearly the last two decades.

“Iron Man 2” is the first of the summer tentpoles, but it will soon be followed by a flood of contenders for box office supremacy, from Ridley Scott and Russell Crowe’s reteaming in the testosterized version of “Robin Hood” to the gynocentric “Sex and the City 2.” Along the way, there will be a video game brought to the big screen – Disney’s “Prince of Persia: The Sands of Time,” a couple of the summer’s few remaining 3-D films, “Shrek – The Final Chapter” and “Toy Story 3” from Disney. There’s also a retooling of “The Karate Kid” starring Jackie Chan alongside Will Smith’s son Jaden, and other big-budget entries like “The A-Team,” Tom CruiseCameron Diaz starrer “Knight and Day,” and M. Night Shyamalan’s “The Last Airbender.” And that’s just the half of it.

 Sony will release “Grown Ups,” starring Adam Sandler and his pals Kevin James, David Spade, Chris Rock and Rob Schneider. There’s another episode in the ‘Twilight’ saga, “Eclipse,” opening June 30th, and Christopher Nolan’s “Inception,” which stars Leonardo DiCaprio, will come out July 16. “Inception” has already garnered ‘industry buzz’ because of the secrecy surrounding the project, its large budget and rumors that the final result is mind-bendingly inaccessible. Angelina Jolie returns to big screen action in the spy drama “Salt” in late July. One week later, Matt Damon-starrer “The Adjustment Bureau” opens, just before a last 3-D summer entry, Disney’s “Step Up” three-quel “Step Up 3-D.” Though probably not technically considered a ‘tentpole’ picture, it’s important to note that Julia Roberts will return to the screen after a protracted absence in the film version of Elizabeth Gilbert’s memoir “Eat, Pray, Love” on August 13.

This is the time of year the studios depend on to bring in the ‘big bucks,’ and they’re throwing everything they can into their efforts to ensure their tentpole films are successful. Watch for lots of TV advertising, viral marketing, and commercial tie-ins, not to mention talk-show appearances and other promotional efforts. It’s Hollywood’s high season, and every studio will do anything they can to get you into THEIR tent – as they hope their tentpoles can help keep them covered…