March 23, 2013



OPENINGS:  THE CROODS (DreamWorks Animation/20th) did well enough to keep the wolves away from DreamWorks’ door, but its $11.6M openung day and likely $43M weekend are hardly impressive–compare them to the $17.5M/$70.2M for The Lorax just a year ago at this time.  You’d have to call the $10.4M opening day for OLYMPUS HAS FALLEN (FilmDistrict) impressive, though, a likely $27-28M weekend being considerably higher than most expected for the dismal action movie.  It’s a hit star/producer Gerard Butler sorely needed.

On the next rung down, ADMISSION (Focus/Universal) didn’t get off to much of a start with $2.1M on Friday and a likely $6M weekend at 2160 theatres.  Paul Rudd continues to prove himself one of the best-regarded performers not to be a serious boxoffice draw, and Tina Fey may simply not be a movie star. SPRING BREAKERS (A24) made the same amount (slightly more, actually) at only 1104 theatres, a nice launch.  The question, however, is what word of mouth will be on such an arty, impressionistic tabloid movie.

HOLDOVERS:  OZ THE GREAT AND POWERFUL (Disney) continued not to hold very powerfully, on track for another 45-50% drop to around $20M for the weekend, and still unlikely to make much more than $225M in the US.  Neither THE CALL (TriStar/Sony) nor THE INCREDIBLE BURT WONDERSTONE (Warners) enjoyed good word of mouth, down respectively 57% and 64% from last Friday.  Even IDENTITY THIEF (Universal) fell 44% as it shed almost 700 theatres.

LIMITED RELEASE:  STOKER (Fox Searchlight) soldiered on, expanding again this time to 275 theaters for what’s likely to be a lousy $1250 per-theatre average.  THE SAPPHIRES (Weinstein) should have a decent weekend average of $10K at 4 theatres.

About the Author

Mitch Salem
MITCH SALEM has worked on the business side of the entertainment industry for 20 years, as a senior business affairs executive and attorney for such companies as NBC, ABC, USA, Syfy, Bravo, and BermanBraun Productions, and before that, at the NY law firm of Weil, Gotshal & Manges. During all that, he has more or less constantly been going to the movies and watching TV, and writing about both since the 1980s. His film reviews also currently appear on and In addition, he is co-writer of an episode of the television series "Felicity."