Friday Box Office Analysis
By Tim Briody
July 24, 2010

Aw, dammit. Now I'm dead.


The [bp:101_]Angelina Jolie[/bp] action/thriller places second on Friday with $12.7 million. This is a considerable step back from Jolie's last action film, Wanted, which opened to $19 million back in June 2008 on its way to a $50 million weekend. Admittedly that had a better trailer, but this Friday figure is troubling considering the advertising push that Salt had and the fact that Jolie probably ranks in the top three of most well-known actresses in the world right now. This opening doesn't even match Tomb Raider, which was nine years ago. It's almost closer to the sequel Lara Croft: Tomb Raider: The Cradle of Life. Give Salt a weekend of $34.3 million.

[tm:4939_]Ramona and Beezus[/tm]

The Walden Media adaptation of the Beverly Cleary books earned $2.9 million on Friday, well behind [tm:4826_]Despicable Me[/tm] but slightly ahead of [tm:2047_]Toy Story 3[/tm], which has been playing much longer. The rest of the weekend should be all right as parents who grew up with the books take their daughters, and I suppose Selena Gomez is worth a few bucks as well, but it's still something of a disappointment. Give it a weekend of $9.5 million.


The disappointment of Salt clears the way for Inception to hold the top spot for a second weekend. It holds well enough considering the big numbers, off 39% from last Friday, earning $13.3 million. It should put a little bit of distance between itself and Salt by the time the estimates come in. Look for a second weekend of $40 million.

Notable Holdovers

In its third weekend, Despicable Me is becoming a bonafide smash, down just 28% from last Friday and is nearly a lock for $200 million. Look for another $23.6 million this weekend, solidly in third place.

Elsewhere, [tm:4829_]The Sorcerer's Apprentice[/tm] confirms itself as a bomb, dropping 47% from last Friday to $2.9 million. Give it $8 million this weekend and be done with it.