Two promising new comedies target different age groups and look to close off a red hot March box office with strong opening weekend sales.
Paramount offers the Will Ferrell pic "Blades of Glory" while Disney goes after the kids with the animated flick "Meet the Robinsons." Together, the pictures should help the marketplace surge and allow the top ten to cross the $100M mark for the fifth consecutive frame. The box office has not seen this kind of streak since last summer. Smaller films entering the multiplexes include the action pic "The Lookout" from Miramax and Universal’s uplifting drama "Peaceful Warrior."
Comedy king Will Ferrell skates into theaters everywhere looking for another gold medal with his newest laugher "Blades of Glory." The PG-13 film finds the funnyman and Jon Heder playing rival figure skaters who must team up as a pair in order to compete again. Amy Poehler, Will Arnett, Jenna Fischer, and Craig T. Nelson co-star. "Blades" boasts the two main ingredients to a successful comedy hit – a bankable star and a unique concept. Add in the very funny commercials and trailers and Paramount is well-positioned to score its second number one hit of the year joining fellow star-driven comedy "Norbit." Both pics were produced by DreamWorks.
Ferrell left the competition in the dust last summer with "Talladega Nights" which bowed to a robust $47M on its way to a $148M final. "Blades" doesn’t have as big of a marketing push or the prime summer play period so its opening will not soar as high. But the former "Saturday Night Live" star will again prove that he is a reliable draw. The industry had some doubts in 2005 when both "Bewitched" and "Kicking and Screaming" failed to reach $65M. Ferrell’s 2004 hit "Anchorman" debuted to $28.4M and "Blades" should play out like that one, only bigger. Teens and young adults will be the driving force plus there is plenty of cross-gender appeal. Though the marketplace is crowded with many options, there aren’t too many direct threats. "Wild Hogs," the only major comedy, is getting old as is "300" which most high school and college students have already seen. Spinning into over 3,000 theaters, "Blades of Glory" should finish in first place and win about $37M over the weekend.
Disney uses its patented moves to go after the family audience with its latest animated offering "Meet the Robinsons." With most digital toons these days being of the PG variety, "Robinsons" carries a G rating which it hopes will help convince parents to buy tickets for even the youngest of their children. The story follows an orphan boy who befriends a kind family and features the voices of Angela Bassett, Tom Selleck, and Adam West. In the cartoon world, films sell best when they are comedies and feature popular comedians in central roles. "Robinsons" at least has the first factor working for it.
The marketing has been strong and trailers have been funny. But unlike the studio’s last film for kids, "Bridge to Terabithia," this time competition will be a force. "TMNT" and "The Last Mimzy" will only be in their second weekends and are set to steal away about $20M worth of business from the same target audience. Luckily, the weekend’s two other new films will attract different segments of the moviegoing crowd. "Meet the Robinsons" does not have the firepower to reach the heights of Pixar pics. Rather, it may bring out the same size audience as last fall’s "Open Season" which bowed to $23.2M from an ultrawide 3,833 locations. "Meet the Robinsons" bows in roughly 3,200 sites but could exploit its studio’s brand name to deliver a similar gross of about $23M.
Years after leaving the sitcom world of NBC’s "3rd Rock From the Sun," Joseph Gordon-Levitt anchors the heist thriller "The Lookout." The R-rated Miramax release comes from writer-turned-rookie-director Scott Frank and co-stars Jeff Daniels. Starpower is seriously lacking here and that will hurt its box office prospects. Reviews have been good, but the target audience of young adults have "Blades of Glory," "300," and "Shooter" to choose from and all of them offer more for the money. With only so much marketing and distribution strength behind it, the film will have a tough time just getting an invite to the top ten. "The Lookout" debuts in about 1,000 theaters on Friday and could collect about $4M over three days.
In an unorthodox approach, Universal will be releasing the inspirational drama "Peaceful Warrior" in 615 theaters this weekend but most moviegoers will actually be getting free tickets through a promotion with Best Buy. The PG-13 film starring Nick Nolte was given a limited release last summer and grossed more than $1M from just over 40 theaters. Universal will report box office grosses that include regular paid sales plus full ticket prices for each free admission. With $15M worth of free tickets allocated for opening weekend, it will be unlikely that the paid portion will make up a sizable amount. Film fans who visit the promotional web site can get up to ten complimentary tickets each. However, the studio should get some extra buzz that it could benefit from when the DVD is released a few months down the road.
The Ninja Turtles ruled the box office last weekend in "TMNT," but will face a formidable foe in Disney’s "Meet the Robinsons" which will play to the same audience. A 40% drop would give the animated actioner $14M for the frame and $43M after ten days. Warner Bros has also been raking in the dough with its stylish war epic 300 which has been holding up surprisingly well. Another 40% fall will put the R-rated battle pic at $12M boosting the cume to $180M after 24 days. Mark Wahlberg‘s "Shooter" could decline by 45% to $8M giving Paramount a ten-day total of $27M.
LAST YEAR: Smashing the March opening weekend record set four years earlier by its predecessor, "Ice Age: The Meltdown" shot straight to number one with a colossal $68M debut. The Fox juggernaut went on to gross $195.3M domestically and a towering $657M worldwide giving the "Ice Age" duo over $1 billion in global grosses. Dropping to second was "Inside Man" with $15.4M. Warner Bros. launched its urban drama "ATL" in third with $11.6M on its way to $21.2M. Rounding out the top five were "Failure to Launch" with $6.5M and "V for Vendetta" with $6.3M. The horror flick "Slither" creeped into eighth place with a $3.9M opening leading to a $7.8M final. Sony claimed the year’s most notorious flop with "Basic Instinct 2" which bowed to $3.2M on its way to a pathetic $5.9M before sweeping the Razzie Awards.
Author: Gitesh Pandya, www.BoxOfficeGuru.com