Monday Morning Quarterback Part I

By BOP Staff

May 27, 2008

Behold cancer's worst enemy, the kid it can't keep down.

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Indiana Jones and the Giant Sacks of Cash

Kim Hollis: Indiana Jones and the Kingdom of the Crystal Skull grossed an estimated $151.9 million in its first five days of release. Its $126.9 million is the second best Memorial Day performance of all time. What do you think of this result?

Reagen Sulewski: Once you get past $100 million in three days, the numbers start to lose a lot of relative meaning. But this is a huge win no matter how you slice it. There was a tremendous amount of life left in this brand, and basically all they had to do was show up and collect their money. I would say they did not do too much more than that, but that's another story.

Pete Kilmer: It's a great result and shows that Harrison Ford and the boys (Steven, George) still have a lot of goodwill left with the audience in regards to this franchise. While it wasn't a home run movie, it was fun and it did have some great moments. Now they've laid the seeds down for future movies, which I hope they do. Just with tighter stories.

Tim Briody: Ridiculous amount of nostalgia + high gas prices and movies still inexpensive considering + leading man who hasn't had a hit in forever finally goes back to the cash cow = $150 million in five days. It's amazingly impressive, especially since we've seen previous Memorial Day films open strongly and then dip a bit in the heart of the weekend, and Indy didn't do that.

Joel Corcoran: I agree that it's a huge result - and a fantastic one in my opinion. But I think it's all that more impressive given the 19-year gap since Indiana Jones and the Last Crusade. Hardly anyone under the age of 25 has seen an Indiana Jones movie in a theater, so the huge reception at the box office is pretty startling. I agree that there was a lot of potential goodwill to mine here, but we need to recognize the fact that Spielberg, Lucas, and the entire marketing team behind this movie did a great job of re-introducing the entire Indiana Jones story to younger audiences.




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If you think about it, Indiana Jones means as much to people under the age of 30 as The Little Mermaid, Dead Poets Society, Ghostbusters, or Bill & Ted. Getting that demographic to pay attention to Indiana Jones was hardly an easy task. And if this movie had a weaker or misguided marketing strategy behind it, we'd be making some very different comments right now, so I think we need to recognize the marketing geniuses as much as the creative geniuses involved.

David Parker: I think the five-day number is about what analysts and tracking predicted. The more impressive thing to me is the performance after Sunday. It certainly improved day-to-day greater than I expected.

I do wonder if Paramount had Indy as the clear winner over Iron Man for the May box office crown before this weekend, and if that order has changed in their minds.


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