August 12, 2011


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Written by: Mitch Salem
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THE HELP continues to have a strong head start on the weekend boxoffice.  The Hollywood Reporter says the film grossed $4.3M on Thursday, down only around 20% from its opening day on Wednesday, which gives it almost $10M for the 2-day period.  This suggests the picture isn’t particularly front-loaded, and may foretell a solid $20M weekend and $30M or so for its 5-day opening.  This probably still isn’t enough to win the weekend against RISE OF THE PLANET OF THE APES and FINAL DESTINATION 5, but Help may be able to run throughout August and amass a solid total.  
The Help also scored a rare A+ from Cinemascore exit polls, and while the significance of that is overplayed (the last picture to receive the score was Soul Surfer, with its not-so-massive $40M gross), it does support the idea of a leggy run.
Stay with SHOWBUZZDAILY all weekend for boxoffice reports 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."