July 1, 2011

“Transformers” Boxoffice Update

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Written by: Mitch Salem
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Early numbers for Thursday have TRANSFORMERS:  DARK OF THE MOON adding $21.5M to its boxoffice, making a total of $64.7M since Tuesday evening.  Comparing the Transformers movies isn’t apples to apples, because the first played a full day on its opening Tuesday, and the second didn’t begin until 12:01AM on Wednesday.  As of now, the 2 1/2 days of Dark Of the Moon are running behind the first 3 days of the original ($85M) and the first 2 days of Revenge of the Fallen ($91M).  If Paramount’s estimate is right and the movie is at $165M at the end of July 4, that’ll leave it just about tied with Transformers 1 after its first Monday and $50M behind 2.  (But sequels being more front-loaded than originals, it could easily fall behind the original next weekend, since that picture had only a 47% drop in its 2d weekend.)  Basically, like almost every other franchise this summer, it’s lagging–particularly if you consider the higher-priced 3D ticket prices.  (But also like the other franchises, it may find a much more welcoming reception overseas.)
In order for Dark of the Moon to stay on track, it’ll want to make at least $25-26M today…

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."