June 29, 2011

“Transformers” Early Boxoffice

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Written by: Mitch Salem
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>The monolith that is TRANSFORMERS:  DARK OF THE MOON has started its weekend.  With a combination of 9PM shows (that were supposedly all in 3D) and midnights, reports are that the picture made $13.5M last night.  This is considerably less than the $16M for midnight Transformers 2 shows, although more than the original Transformers ($8.8M for evening and midnight).  Paramount is sending out the word that they expect Transformers 3 to do a 6 1/2 day number between its predecessors, which means so far they’re on track; considering that their competition is weak over the holiday (the mediocre Cars 2 and the counterprogramming Bad Teacher, Larry Crowne and Monte Carlo), there’s little to stand in its way.  (Although no studio likes to see a sequel make less than its forebears, that’s the way franchise movies have been playing out this summer… in the US.  No doubt Paramount expects a huge pile of 3D gold to be coming their way overseas.)

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."