Weekend Box Office

Box Office Guru Preview: Can Sony "Stomp" the "Museum?"

by | January 11, 2007 | Comments

Can Ben Stiller and his living artifacts four-peat at the top of the North American box office, or will one of the new releases take the crown over the four-day Dr. Martin Luther King holiday weekend? Ticket buyers will decide.

Leading the freshman class is the dance drama "Stomp the Yard" which could have breakout potential. Also opening are the fantasy pic "Arthur and the Invisibles," the drug dealer pic "Alpha Dog," and the horror flick "Primeval." With so many schools closed on Monday, the new films are targeting students of all ages who will have extra time on their hands.

The west and east coasts meet in "Stomp the Yard," a story of a Los Angeles student enrolled in an Atlanta university who uses his unique style to help his fraternity compete in a step dancing contest. The PG-13 film is short on starpower, but makes up for that with terrific marketing which is the real ingredient that will put asses into the seats. Sony has cut exciting trailers and commercial spots which should spark lots of interest with teens and young adults. Plus, MLK weekend is the perfect time to open a black college film since interest will be high for this particular subject matter. African American students will especially be out in solid numbers. However, the opening of Justin Timberlake‘s "Alpha Dog" could take away some of the young adult crowd.

"Stomp" should appeal to the same audiences that delivered bigger-than-expected openings for "Drumline" ($12.6M opening, $6,865 average), "ATL" ($11.6M, $7,212), and "You Got Served" ($16.1M, $8,341). The urban youth of America possesses tremendous spending power and Hollywood has just woken up to this in recent years financing low cost flicks that return handsome profits through theatrical and DVD sales. "Stomp" also offers an appealing story relevant to today’s young people and looks to join this list. Stepping into 2,051 theaters, "Stomp the Yard" could collect about $16M over four days this weekend.

An action shot from "Stomp the Yard."

The weekend’s only new kidpic comes in the form of the French production "Arthur and the Invisibles," a groundbreaking feature which mixes live-action with animation in a fantasy tale. The PG-rated film from The Weinstein Co. is directed by action professional Luc Besson ("The Fifth Element," "Joan of Arc") and features the voices of Robert De Niro, Harvey Keitel, Snoop Dogg, and Madonna. With so many young children across the country having a long school holiday, "Arthur" should get some play as the only new option for parents who have taken enough trips to the Museum. Of course "Happily N’Ever After" flopping last weekend shows that family audiences will not come out for just anything. With about 2,500 theaters, it is the widest of the new titles which could help it get into double digit millions over the extended frame. The marketing push has been admirable too. MLK weekend has often seen better-than-expected results for debuting kiddie flicks like "Kangaroo Jack," "Racing Stripes," and "Hoodwinked." "Arthur and the Invisibles" may carve out its share of the pie and gross roughly $11M over the four-day period.

Those troll dolls have found a new purpose in "Arthur and the Invisibles."

Pop music king Justin Timberlake joins an ensemble cast which includes Emile Hirsch, Sharon Stone, and Bruce Willis in the gritty drama "Alpha Dog." Directed by Nick Cassavetes, the R-rated film tells of a drug dealer who kidnaps the younger brother of a friend who owes a debt. The Universal release is based on true events and will target older teens and twentysomethings. The marketing makes the film look slick and cool plus JT provides a built-in audience of fans that can be tapped into.

However, two main obstacles are in the way – the rating and competition from "Stomp the Yard." A large portion of Timberlake’s fans are young teens and they will have a hard time buying tickets. Plus, "Stomp" will be distracting the urban youth with its slick look and milder PG-13 rating. On top of that, the studio’s release is not too wide. These factors should curtail the potential of "Alpha." Critics have given solid support which may help a little, although Time Out New York boldly calls the pic the worst movie of the year in its zero-star review. Opening in about 1,200 theaters, "Alpha Dog" might bite down on around $8M over the long weekend.

Timberlake gets down in "Alpha Dog."

Every horror film since Halloween has flopped and the streak looks to continue with "Primeval" from Buena Vista. The R-rated film about a news crew hunting down a killer boasts no starpower and lacks a compelling plot worthy of the ten-dollar bills of genre fans. Marketing support has been weak and awareness is not very high. The fright flick seems to have the same potential as last month’s "Turistas" which bowed to a weak $3.6M and $2,282 average. "Primeval" will open wider with about 2,000 theaters and has an extended four-day session so a gross of roughly $6M could result followed by steep drops.

Zhang Yimou has seen solid but not spectacular averages for his latest Chinese epic "Curse of the Golden Flower" which has already grossed $2.2M from its limited release in about 60 theaters. Its average of $6,104 last weekend will drop considerably as it expands nationwide into about 1,200 playdates. The Mandarin-language period piece seems to be going too wide too fast and with all the choices in the multiplexes, Sony Classics may find it difficult to get multiplex crowds into all those new seats. "Curse" will try to play to fans of the "Hero" director, but Chow Yun Fat and Gong Li are no Jet Li and Zhang Ziyi at the American box office. A $4M gross over the long weekend could result.

These horses must be suffering from "The Curse of the Golden Flower."

Ben Stiller and Will Smith have been inseparable blockbuster brothers atop the box office charts for the last three weeks. But the weekend’s new releases should finally cause a breakup. Stiller’s runaway smash "Night at the Museum" has been holding up incredibly well against any competition that has come its way and will attempt to become the first film since 2003’s "The Return of the King" to remain number one for four consecutive weekends. The only thing standing in its path is a possible teen explosion for "Stomp." "Museum’s" four-day holiday gross could slip 25% from last weekend’s three-day figure giving the Fox hit about $18M and a remarkable cume to date of $187M.

Smith has done pretty well for himself too with "The Pursuit of Happyness" which should see another solid turnout over MLK weekend. A 20% drop would give Sony a four-day tally of $10M boosting its total to a stellar $137M.

Since it opened nationally on Christmas Day, "Dreamgirls" has been posting the best per-theater averages of any wide release. Now, Paramount will more than double the run and expand the Golden Globe nominee for Best Picture – Comedy or Musical from 852 to about 1,800 theaters. The Jamie FoxxBeyonce Knowles musical is the favorite to take home that honor, plus other statues, and the studio wants to make sure the product is available everywhere once the wins occur. Plus, films with African American casts routinely do very well over the King frame so a jump in sales is assured. For the four-day period, "Dreamgirls" may climb to around $11M putting the cume at $68M. If it wins the Globe for Best Picture and secures a sizable number of Oscar nominations the following week, the total domestic take could certainly surpass the $100M mark as it did for "Chicago" four years ago. The Richard Gere musical reached a similar $63.8M at the end of the weekend it went fully national into 1,841 locations and went on to a sensational $170.7M final total.

LAST YEAR: Disney kicked off the first of what would be many hit sports flicks in 2006 with the basketball drama "Glory Road" which opened at number one over MLK weekend with $16.9M over four days. The live action film barely beat out the animated comedy "Hoodwinked" which also grossed $16.9M over the Friday-to-Monday period, but was about $50,000 shy of the number one spot. The duo reached $42.6M and $51.2M, respectively. Third place also was held by a new release. Paramount’s Queen Latifah comedy "Last Holiday" bowed to a solid $15.5M on its way to $38.4M. Rounding out the top five were former number ones "The Chronicles of Narnia" with $12.8M and "Hostel" with $11.4M over the long weekend. Fox’s romance "Tristan & Isolde" found few lovers in its debut opening to $7.6M on its way to just $14.7M.

Author: Gitesh Pandya, www.BoxOfficeGuru.com

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