May 19, 2012


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Written by: Mitch Salem
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How big a flop is BATTLESHIP (Universal)?  Even bigger than the catastrophic John Carter, that’s how big.  According to early Friday numbers at Deadline, Battleship is headed for a $9.5M opening day, and if that number holds, it’ll be less than John Carter‘s $9.8M.  Carter made it to $30M in its opening weekend, thanks to a 25% Saturday bump because it played as a family movie, and Battleship may not get that high.  It could be looking at a $70M US total, disastrous for a movie that cost over $200M to produce (probably over $350M including marketing).  

And thinking of burials at sea:  Sacha Baron Cohen’s career.  THE DICTATOR (Paramount) is having a $5.5M Friday (not its opening day since it started on Wednesday).  It’s heading for a $16M weekend and a $23M total after 5 days, which is less then the $30M 3-day opening for Cohen’s last movie Bruno–which was itself a huge disappointment after the success of Borat.

The flops keep coming:  WHAT TO EXPECT WHEN YOU’RE EXPECTING (Lionsgate/Summit) had only a $4.5M Friday and is heading for a wretched $12M over the weekend.

All of this, of course, cleared the way for yet another easy AVENGERS (Disney) victory.  It’s reportedly heading for a $15.5M Friday en route to a $52.5M 3d weekend (and an incredible $450M+ total after only 3 weeks).  That would be the 2d highest Weekend 3 of all time, behind only Avatar, which gets an asterisk because its 3rd weekend included New Year’s.

DARK SHADOWS (Warners) held badly, probably heading for a 55-60% weekend drop to $11-13M.  THE BEST EXOTIC MARIGOLD HOTEL (Fox Searchlight) doubled its theatre count to 354 and saw its per-theatre average fall to a still very good $8500 for the weekend.

Stay with SHOWBUZZDAILY all weekend for updated boxoffice and analysis!



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."