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The new 3D action-fest IMMORTALS got off to a reasonably good start with $1.4M in Thursday midnight screenings. This isn’t anything spectacular, but it’s slightly higher than the $1.3M RISE OF THE PLANET OF THE APES made in its midnight runs, and far better than the $550K pulled in last week by A VERY HAROLD & KUMAR 3D XMAS.
A normal trajectory for a fanboy-fueled fantasy adventure like Immortals would see a very strong Friday, then little if any increase on Saturday and steady drops after that. But Immortals benefits from having no direct action competition in the market, with family-oriented comedy in JACK AND JILL and PUSS IN BOOTS, and an older crowd gravitating to TOWER HEIST.
Stay with SHOWBUZZDAILY all weekend for updated boxoffice numbers and analysis!
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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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