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Max Braden: It's only PG-13. You can probably see more T&A in a Maxim issue for half the price of a movie ticket.

Daron Aldridge: Unfortunately, there isn't anything funny about Fired Up. I think Max is 100% correct. If you are selling this to young men as the ads imply, then when they see the rating they know that they aren't getting much more than the commericials. Why bother? Also, the marketing and target audience wasn't the same as Bring It On and Stick It. Both of those titles were geared toward and appealed to teen girls and not teen boys. The girls aren't going to be as dismissive about a less harsh rating because they aren't in it for the prospect of nudity.

Sean Collier: I am very much no longer a teen, but my awareness of Fired Up has been at absolute zero, and I wrote the BOP Preview for it, for pete's sake. If you want blandish sex comedies to succeed, you need to market them widely, not just to your core audience - see the everywhere advertising for Miss March for an example.

David Mumpower: I thought the trailer for this was pretty funny, particularly the end joke of, "I want to cut the blond one." This made me a bit more optimistic about its upside than most. I didn't find out until last week that it was in fact a Maxim production. Had I known that, I would have immediately downgraded its box office by 75%. Maxim is a dying brand and their name in a movie hurts much more than it helps.

Kim Hollis: David, I thought it looked kind of funny, too (note: I like stupid movies like this in a guilty pleasure sort of way). I never thought it would do particularly well, though. I think some clever marketing could have gotten more out of it than what they did.

Watch out for falling hockey masks

Kim Hollis: Friday the 13th had the biggest drop in history for a title in 3,000 plus theaters, falling 81% from $40.6 million to $7.8 million. How do you explain this?

Brandon Scott: Somebody has to be the biggest drop, and this title makes sense to me. It caught fire in a bottle, being released on the date in its title. It is no longer the 13th, hence a precipitous drop. This doesn't surprise me. It was a film that those who needed to see it, came out and saw it (which some of us talked about last week as an "event" film). Now that event has passed and seeing it later just doesn't have the same effect. Admission time: the last movie of this ilk I saw in the theater was Freddy vs. Jason, and that was 2003. I have regretted it ever since (led there by a woman). She has never picked a movie to go see with me since and I feel better off for it. But the stain remains.

Pete Kilmer: Too many theaters out there allowing the people that want to see it on opening weekend allow for this kind of thing to happen. We've seen it before and will see it again.

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