August 17, 2011


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Written by: Mitch Salem
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With Monday and Tuesday numbers in, here are some notes about how the new arrivals are holding up:
THE HELP continues its impressive run:  its $8.3M on Monday-Tuesday represents a very robust 32% of its weekend total.  All signs continue to point to a strong second weekend hold, especially since early reviews for its direct competitor ONE DAY are fairly disastrous, running at only 28% positive on RottenTomatoes.

FINAL DESTINATION 5, on the other hand, has weekday numbers of $3.9M, a measly 22% of its $18M weekend.  Not unusually for its genre, it should flame out quickly–which would potentially leave the way clear for Dreamworks/Disney’s FRIGHT NIGHT, if anyone cared that that movie exists.  (The studio has scheduled “Sneak Peek” screenings of the latter film around 9PM Thursday night, in an effort to build word of mouth for those who can’t be roused for a midnight show.)
30 MINUTES OR LESS is holding better in a percentage sense, with $3.7M equaling 28% of its weekend–but at those numbers, even a good hold won’t mean much.  Its main competition this weekend is CONAN THE BARBARIAN, a movie which while only at 44% on RottenTomatoes, doesn’t care much about its reviews.
In the same boat as 30 Minutes only more so (less so?) is GLEE 3D, whose $1.6M is 27% of its weekend as it heads to oblivion.  Supplanting it in the hearts of young viewers this weekend will be SPY KIDS:  ALL THE TIME IN THE WORLD, billed as being in “4D” because it features odors as well as objects protruding from the screen.  The Weinstein Company seems to have little interest in showing this one to critics.

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."