Posted on 04/18/2011 6:46:58 AM PDT by raccoonradio
I did not say it was anemic. I said it was mediocre.
OK. I will explain it to you. Rio has grossed over $150 million worldwide already. It is a major studio release backed by a major marketing campaign in all media. Although its PSA is not great in the US, it is a movie that will make more than 70%of its theatrical box office overseas. The studio will support it because most animated films have legs - meaning they will hold up over time, so its worth holding the screens - whereas live-action movies can expect at least a 50% drop from weekend one to weekend two. Rio will also have huge ancillary life - toys, games, etc.
Atlas Shrugged has not exceeded anyone’s expectations. $1.69 million on 300 screens is OK. Not great. Mediocre. As a long-awaited screen adaptation of a highly regarded cult novel with an avid following, it’s disappointing.
Still, I think it’s great that the distributor intends to widen to 1,000 screens - provided the expansion is backed by advertising, of which there has been precious little for the film until now.
Maybe it will work. I’d love it to work. But saying “It works!” does not mean that it does.
Reviews have been widely divergent. Hopefully, word of mouth will be strong. Because word of mouth can overcome a mediocre opening, mixed reviews, and insufficient advertising support.
If Atlas Shrugged averages $5500 this coming weekend on 1000 screens, it will be a success. Because it will have gone wide and held its PSA. That would be tremendous. Based on the opening, I’ll be surprised if it happens. But I would love to be surprised!
I’d love for you to be surprised too! ;)
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