March 21, 2011

Box Office Wrap-Up: The Cold Cinema


Courtesy: Dark Fields Production
Bradley Cooper in the low-grossing, yet still #1, Limitless
The moon may have been full in New York City this weekend, but the box office was empty. Cold and lonely, new release Limitless scored a meager $19 million -- just enough to claim the top spot, while other premieres, The Lincoln Lawyer and Paul, flopped. Rango and Battle: Los Angeles managed to also stay in the top numbers, making $15.3 and $14.6 million respectfully. These numbers are low compared to what we were seeing weeks ago with Academy Award winners like True Grit, Black Swan, and The King's Speech all of which broke an $100 million in gross mark. This weekend resulted in a big economic hit at movie and production houses, as no one expected so many films to be such flops.

Starting on top was Bradley Cooper's latest flick, Limitless. The film made a solid $19 million; and with a production budget of $27 million this flick will definitely break even. But, still critics are having mixed reviews about this flick -- some love the alternate twist, and others think it is quite predictable; though, if numbers continue to carry Cooper and cast will produce a successful revenue.

Then we have Rango, which has been trending in the box office for three weeks and counting. One of the only fluidly successful films out now, the latest endeavor from Johnny Depp has produced an already strong $92 million gross. With numbers like this, and the film still fresh in audience's minds, Rango is likely to be in the top of the box office for an extended time.

Next is Battle: Los Angles, a film receiving horrendous reviews, but is surprisingly top three this weekend with a $14.6 weekend. A flick about aliens invading Los Angeles for water seems to most out dated and dry. Not a film that really excites us, the only people checking this out are probably die-hard sci-fi fans.

At fourth was The Lincoln Lawyer, the law flop that only took in $14.3 million. Matthew McConaughey has seemed to have lost his close fan base, and with creeping numbers like this, The Lincoln Lawyer will likely not make anything over $40 million in it's run. Audience's will just have to wait for the next drama starring a Hollywood hunk.

Additionally, right behind that was sci-fi flop Paul, starring Seth Rogen, which only garnered $13.1 million. This new comedy about aliens, comic books, and the FBI, found praise with critics. While the numbers may not prove to make this film a Blockbuster smash, it will still make audiences laugh.

So, all in all, the box office was quite dry. But, still with spring approaching there is a lot more to look forward to, with the big releases of Pirates of the Caribbean: On Stranger Tides, X-Men: First Class, and Captain America. Additionally, next weekend we can't wait for Sucker Punch - check out our blog later in the week for more strong women like this!

Box Office Results (Mar. 18 - Mar. 20):

  1. Limitless (MRQE Metric: 60) - $19 million
  2. Rango (MRQE Metric: 75) - $15.3 million
  3. Battle: Los Angeles (MRQE Metric: 46) - $14.6 million
  4. The Lincoln Lawyer (MRQE Metric: ) - $13.4 million
  5. Paul (MRQE Metric: 62) - $$13.2 million
  6. Red Riding Hood (MRQE Metric: 36) - $7.3 million 
  7. The Adjustment Bureau (MRQE Metric: 66) - $6 million
  8. Mars Needs Moms (MRQE Metric: 59) - $5.3 million
  9. Beastly (MRQE Metric: 41) - $3.3 million
  10. Hall Pass (MRQE Metric: 44) - $2.6 million

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