Sunday, July 4, 2010

Box Office Report: 'Twilight' and 'Airbender' conquer the weekend, but don't astonish!

I was sure that this weekend's box office results would leave me depressed, but strangely, I was really happy with how it all turned out. While Twilight: Eclipse came in first, as many predicted it would, it only managed to bring in $69 million from the weekend. Let me be the first to say that I'm sure that the film, which has currently grossed $160 million will never reach $300 million, and may have to struggle to reach $250 million. The opening weekend is considerably less than that of New Moon, which opened to $140 million.

As for the much lesser The Last Airbender, the film dragged through the weekend until it ended up with $40 million. While not a terrible result, one must factor into account the drop it will be receiving from negative word of mouth, as well as Despicable Me entering the 3D market next weekend. Meanwhile, Toy Story 3 took a 50% drop to 30 million, which is impressive considering the 3D screens robbed from it by Airbender. The film is on course to reach the $300 million mark by the end of the week, and will likely be the highest grossing film of the summer.

Grown Ups dropped a whopping 54% to $18 million, bringing its total to $77 million. Knight and Day's gross from last weekend was slashed in half to 10 million, adding up to $45 million. The weekend overall was up from the same weekend last year when Ice Age: Dawn of the Dinosaurs entered the market at #2.

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