August 8, 2011

Weekend Wrap-Up: "Planet of the Apes" Rises to the top

Rise of the Planet of the Apes goes ape at the box office.
Thanks to enthusiastic word of mouth and a dynamic online marketing campaign featuring plenty of dramatic simian action, Rise of the Planet of the Apes grossed an impressive $54 million in its opening week-end. Nevertheless, this new installment was less popular than Tim Burton’s 2001 remake Planet of the Apes, which made $68.5 million in its opening weekend; a case of milking a franchise to death maybe?

In an ironical reversal of fortune, The Smurfs hung on to the second spot with a respectable 21.1 million while Cowboys & Aliens dropped to third, dropping 57% and only grossing $15.7 million in its second week now that the opening week onslaught of fan boys slowed down. The blue critters are proving their critics wrongs by being a surprise hit and displaying the potential to remain in the top 5 for a few more weeks.

Despite a strong cast and a usually popular body-swapping premise. The Change-Up failed to ride on the successful wave of this summer R-rated comedies and ranked fourth with a meager $13.5 million compared to the more popular Friends with Benefits ($18.6 million). The Change-Up also compared poorly to recent body-switch comedies 17 Again ($23.7 million) and 13 Going on 30 ($21.1 million.)

Rounding up the top five five Captain America: The First Avenger's was down 49.1 % to with $13 million and the battle with Thor for summer superhero dominance raged on: Captain America earned $143.2 million sum in 17 days as opposed to Thor's $145.4 million through the same point. A close battle indeed…

Next week end sees the arrival of a varied set of new movies: Formula One documentary Senna (limited), 1960’s Southern period drama The Help, gore fest Final Destination 5, hip action-comedy 30 Minutes or Less, and tween box office magnet Glee: The 3D Concert Movie.

Box Office Top Ten (August 5 - 7):
  1. Rise of the Planet of the Apes (MRQE Metric: 72) -- $54.0 million
  2. The Smurfs (MRQE Metric: 50) -- $21.0 million
  3. Cowboys & Aliens (MRQE Metric: 56) -- $15.7 million
  4. The Change-Up (MRQE Metric: 48) -- $13.5 million
  5. Captain America: The First Avenger (MRQE Metric: 67) -- $13.0 million
  6. Harry Potter and the Deathly Hallows: Part 2 (MRQE Metric: 85) -- $12.1 million
  7. Crazy, Stupid, Love (MRQE Metric: 69) -- $12.1 million
  8. Friends with Benefits (MRQE Metric: 61) -- $4.7
  9. Horrible Bosses (MRQE Metric: 63) -- $4.6 million
  10. Transformers: Dark of the Moon (MRQE Metric: 48) -- $3.0 million

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