Hindsight: July 1990

By Daron Aldridge

July 20, 2009

That's the look of a true pyromaniac. Def Leppard would be proud

The only film that dared to compete with the expected hit Die Hard 2 was an attempt at counter-programming that didn't quite work out for Universal. This weekend, it opened Jetsons: The Movie to $5 million ($8.5 million adjusted), which was only good enough for a fourth place finish. Clearly, the film was based upon the Hanna-Barbera cartoon that had an unusual run that lasted only one season in 1962 but was resurrected in the mid-'80s. Without a strong showing in its first week and direct competition stealing viewers the next week, Jetsons: The Movie didn't stand much of a chance at longevity. Ultimately, the celluloid adventures of George Jetson, Jane his wife, daughter Judy and his boy Elroy would secure $19.5 million ($33.2 million adjusted) for Universal.

The top five was rounded out with Schwarzenegger's sci-fi extravaganza Total Recall earning another $4.2 million ($7.1 million adjusted). After this weekend, Arnold would fall back to earth or out of the top five at least and Total Recall would finish with $119.4 million ($203.1 million adjusted).

One weekend down and July was looking decent and weekend number two welcomed a few hopefuls but only one real contender as the Willis-Moore household would rule the box office. For its second weekend, Die Hard 2 kept a hold on the top spot even though it slid 33% to $14.5 million ($24.7 million adjusted). Willis' bread and butter franchise was proving itself as it was only $10 million shy of recouping its budget after only 12 days.




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In second place, the aforementioned contender opened modestly but with a HUGE future in its cards. Patrick Swayze and Demi Moore opened the afterlife love story Ghost to $12.2 million ($20.8 million adjusted). Since we know how this film would be received and that it would become a phenomenon, it's incredible that a film could start out with little fanfare and demonstrate the kind of box office legs that are as extinct as Jennifer Grey's Dirty Dancing-era nose. For the mathematically inclined, Ghost would ultimately earn 17.83 times this debut weekend of $12.2 million for a final gross of $217.6 million ($370.2 million adjusted). That would be equitable to 2009's Public Enemies turning its third place debut of $25.3 million into $451.1 million final gross. In other words, this type of performance is impossible in today's box office.

The feats of longevity that Ghost would perform in the coming months would make Paramount very happy and shame the impressive run of Pretty Woman, which incidentally finally left the top ten this week after 115 days. First, Swayze's quest for post-life revenge would log 129 days in the box office top five and 150 days in top ten. That means that the $22 million-budgeted Ghost and its remarkable performance will be referenced in this column through November 1990. So, settle in for the long ride.

Paramount stablemate Days of Thunder continued its slide down the chart. Cruise's NASCAR film took third place with $8.2 million ($14 million adjusted). Unfortunately for Cole Trickle, this would be his final lap in the top five.


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