The summer movie season comes to an official end with the Labor Day holiday weekend unleashing three new releases plus the national expansion of a fourth.
Lionsgate offers the action crowd "Crank," Warner Bros. provides the suspense thriller "The Wicker Man," Sony takes a shot with the basketball drama "Crossover," and Yari Film Group goes nationwide with its period thriller "The Illusionist." Each is hoping that current champ "Invincible" will fumble the ball. The summer-ending frame is often a time when moviegoers catch up on hit films they haven’t seen yet so notable holdovers could see their four-day grosses grow beyond their three-day takes from last weekend. Overall, the marketplace remains overcrowded with too many films fighting to get a slice of the box office pie.
British action star Jason Statham attacks the U.S. for the second Labor Day weekend in a row with his latest pic "Crank." Co-starring Amy Smart, the Lionsgate release sees the actor playing a poisoned hitman who must keep his adrenaline up in order to stay alive. Unlike his PG-13 "Transporter" flicks, "Crank" carries a more restrictive R rating which could narrow its target audience. It’s been a tough summer for R-rated action films with movies like "Snakes on a Plane" and "Miami Vice" both underperforming. But if there’s any distributor who can successfully target young adult males with these types of films with intriguing concepts, it’s the "Saw" studio.
"Snakes" was the only pure action film in the top ten last weekend so competition for "Crank" may not be too fierce. Statham has seen his starpower grow in the last couple of years and that might benefit his latest pic too. Still, the marquees are jam packed with choices this weekend so it will be tough to fight off other films and convince moviegoers that their time and money should be best spent here. A year ago this weekend, "Transporter 2" opened at number one with a four-day tally of $20.1M. However, that Fox pic was a sequel, had a less restrictive rating, and bowed in 900 more theaters. Given "Crank’s" debut in about 2,400 locations, it could end up with around $13M over the long Friday-to-Monday period.
With his twin towers drama still in the top ten, Nicolas Cage hits the big screen for the second time in a month with the psychological thriller "The Wicker Man." The PG-13 film stars the Oscar-winning actor as a cop investigating a cult while looking for a missing girl. Labor Day weekend has been a good time for creepy thrillers, especially for ones that appeal to high school and college students like the "Jeepers Creepers" pics. "Wicker Man’s" rating will help its cause, but whether it can excite teens will determine how big it can become. With a half-dozen production companies, six producers, and seven executive producers all involved, it’s hard to say if this is really director Neil LaBute‘s film. Warner Bros. has given "Wicker" a decent marketing push, but it has not become a must-see thriller. A marketplace flooded with pictures will provide plenty of competition for adults and this one will have to work extra hard to stand out in the crowd. Ending a disappointing summer for the studio, "The Wicker Man" bows in over 2,500 theaters and could scare up around $12M over the four-day period.
Sony goes after the urban youth audience with its new basketball drama "Crossover" which finds two young streetballers competing in the world of underground hoops. The PG-13 film is getting a moderate release in 1,023 theaters which will limit its potential, however a solid per-theater average could result. Compared to reigning box office champ "Invincible," this new sports drama will attract a much more ethnic audience and should play primarily to teens and young adults. "Idlewild" will provide some competition for African American moviegoers, however the OutKast pic is playing to an older audience. With Anthony Mackie, Wesley Jonathan, and Wayne Brady heading up the cast, "Crossover" does not offer up much starpower. But it could be a short-term choice for the back-to-school crowd in urban markets. Over the Friday-to-Monday holiday span, "Crossover" might shoot up about $5M.
After two weeks of strong results in limited release, the period mystery "The Illusionist" expands wide from 144 theaters to approximately 1,000 sites across North America. One of the summer’s best-reviewed films, the Edward Norton–Paul Giamatti drama opened in 51 theaters with a powerful $18,195 average and widened on its second frame scoring a still-potent $12,745 average. Glowing praise from critics and solid word-of-mouth could help sell "The Illusionist" to moviegoers who would not ordinarily buy tickets to a film with these stars. Competition will be tough, though. For only the second time all year, ten films surpassed $5M last weekend and most are looking to remain relevant over the holiday session. "The Illusionist" could capture the same amount over four days this weekend pushing its cume to about $9M.
More new movies enter into limited release on Friday. IFC Films unveils the documentary "This Film is Not Yet Rated" in exclusive engagements in New York and Los Angeles. The unrated film (it was given an NC-17, but is going out with no official rating) explores the mystery behind the movie ratings system as determined by the Motion Picture Association of America. Writer/director Ed Burns returns to theaters as a private investigator searching for a missing woman in "Looking for Kitty." The R-rated drama is being released in one solo New York house by ThinkFilm.
Last weekend, Mark Wahlberg‘s football drama "Invincible" scored a number one opening and was the only film to attract more than $10M in ticket sales over the frame. Word of mouth has been good and the Disney release would like nothing more than to land another win over the holiday session. The four-day gross might see only a small drop from last weekend’s three-day bow. A decline to about $15M would give "Invincible" a total of $38M after 11 days.
Labor Day weekend has historically been a great time for hot late-summer indie films to reach out to broader audiences and "Little Miss Sunshine" hopes to be the latest one to capitalize on its buzz. Four-day increases over the previous three-day weekends in recent years have included 17% for "March of the Penguins" last year, 35% for "Garden State" in 2004, 80% for "Napoleon Dynamite" that same year, and a whopping 104% for "My Big Fat Greek Wedding" in 2002. That PG-rated blockbuster added about 300 theaters over the holiday frame while the R-rated "Sunshine" will only increase its current count of 1,430 by a hundred or so. The Fox Searchlight hit could charm about $9.5M from ticket buyers over the long weekend and boost its cume to $36M.
LAST YEAR Jason Statham ruled the Labor Day weekend box office with the number one opening of his action sequel "Transporter 2" which grossed $20.1M over four days. The Fox hit went on to collect $43.1M. The comedy sensation "The 40-Year-Old Virgin" slipped to second place with $16.5M over four days displaying another great hold in its third frame. Debuting in third with $11M was the thriller "The Constant Gardener" from Focus which went on to gross $33.6M and become a major awards contender. Rounding out the top five were the DreamWorks suspense flick "Red Eye" with $9.4M and Miramax’s adventure pic "The Brothers Grimm" with $9M. Two new films opened with weak results outside of the top ten. Miramax’s "Underclassman" bowed to $3.1M on its way to $5.7M while Warner Bros. took in just $1.2M for "A Sound of Thunder" leading to only a $1.9M final.
Author: Gitesh Pandya, www.BoxOfficeGuru.com