Storms be damned: according to preliminary numbers at Deadline, despite (or because of) the snows on the East Coast, Saturday was a very healthy day at the multiplexes. Far from taking a Day 2 hit, IDENTITY THIEF (Universal) had a 33% Saturday bump comparable to the 2d day track of Bridesmaids, and now looks as though it could hit $36M for the weekend, $10M ahead of Bridesmaids‘ launch. SIDE EFFECTS (Open Road), off to a slower start, had an even better Saturday in terms of percentages, up a remarkable 50% on its second day for what could be a $10M weekend.
It was a good day for holdovers, too, and they’ll benefit as well from the increased moviegoing tomorrow compared to last week’s Super Bowl Sunday. WARM BODIES (Summit/Lionsgate) now looks like it will fall only 40-45% from last weekend’s opening, an excellent hold for a movie pitched to the notoriously front-loaded teen girl demo, and HANSEL & GRETEL: WITCH HUNTERS (Paramount/MGM) shouldn’t fare much worse. SILVER LININGS PLAYBOOK (Weinstein) should fall only 20-25%, with ZERO DARK THIRTY (Sony) and MAMA (Universal) dropping about 30-35%.
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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 screened.com and the-burg.com. In addition, he is co-writer of an episode of the television series "Felicity."
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