August 16, 2010

Box Office Wrap Up: 'The Expendables' lead the pack against 'Eat Pray Love' and 'Scott Pilgrim'

With three wide releases opening this past weekend--all hotly anticipated titles for very specific audiences--The Expendables came out victorious, taking in $35.03M. According to BoxOffice.com, this was Sly Stallone's biggest opening since his supporting role in Spy Kids 3-D: Game Over in 2003.

In spite of a slew of bad reviews, women turned out to see Eat Pray Love. The adaptation of Elizabeth Gilbert's best-seller, took in $23.7M. Sony Pictures reported that 72% of the audience were women, and 56% were over 35. The film fared better than Julie & Julia's opening at $20M, and was Julia Roberts biggest opening since 2001's America's Sweethearts.

Scott Pilgrim vs. the World was the loser this weekend, only taking in $10.5M in its debut. Leading Scott Pilgrim, was The Other Guys at $18M and Inception at $11.4. While BoxOffice.com claims the low score for Scott Pilgrim was attributed to a niche audience of teenagers--an audience that was likely more attracted to The Expendables--BoxOfficeMojo, contends that it's genre-bending plot was a hard sell, and its movie poster, only featuring Michael Cera on bass, did little to explain to the mainstream audience what the movie was about.

Rounding out the Top Ten are: Despicable Me ($6.8M), Step Up 3-D ($6.6M), Salt ($6.4M), Dinner for Schmucks ($6.3M), and Cats & Dogs: The Revenge of Kitty Galore ($4.1M).



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