Weekend Wrap-Up for July 2-4, 2010

Total Eclipse of the Box Office

By Kim Hollis and David Mumpower

July 4, 2010

Vampires have a very strict dress code (a lot of denim is required).

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The bottom of the top ten this holiday weekend is comprised of a couple of lingering products and a limited release. Get Him to the Greek, the spin-off from Forgetting Sarah Marshall, fell 62% to $1.2 million, the first time during its five weekends in release that it is off more than 50%. It has a running total of $57.4 million against a modest production budget of $40 million. This was a good decision by Universal.

On the other hand, Shrek Forever After continues to hang on despite being well past its expiration date. We appear to be at the end of the road for the ultra-rich ogre, though. An estimated $799,000 this weekend means that the DreamWorks Animation project is down 74% from last weekend. Stuck at $232.5 million, it has cemented its status as the least lucrative Shrek release, but the situation could have been a lot worse had the film not found new life after opening weekend. Even as a project with a $165 million budget, it is going to finish in the black, but the Shrek brand has been lessened quite a bit by the last two movies. A break of several years is sorely needed.


Finally, Cyrus rounds out the top 10 as the Fox Searchlight tale of social awkwardness earns $770,256 from only 77 exhibitions. This is a per-location average of $9,974, trailing only the new releases in the top ten. Cyrus has current box office of $1.5 million after three weeks in release. The quirky project starring Catherine Keener, John C. Reilly, Marisa Tomei, and Jonah Hill is proving to be a pleasant surprise on the arthouse circuit.

Overall, the July 4th weekend in 2010 has beaten the same holiday weekend in 2009 by 18.5%. What we can learn from this is that vampires and airbenders have it all over dinosaurs and John Dillinger. This year, the top 12 earned $184.3 million, while last year's group of films took in $155.5 million. Next weekend brings the so far 100% fresh at Rotten Tomatoes Despicable Me, an animated film from Universal starring Steve Carell, and Predators, the Robert Rodriguez-produced reboot/sequel to the action-horror franchise.

Top Weekend Box Office for 7/2/10-7/4/10 (Actuals)
Rank Film Distributor Estimated Gross Actual Gross Weekly Change Running Total
1 The Twilight Saga: Eclipse Summit Entertainment $69,000,000 $64,832,191 New $176,382,220
2 The Last Airbender Paramount Pictures $40,650,000 $40,325,019 New $69,315,329
3 Toy Story 3 Walt Disney Pictures $30,174,000 $30,280,024 - 49.0% $301,883,298
4 Grown Ups Columbia Pictures (Sony) $18,528,000 $19,049,602 - 53.0% $84,634,307
5 Knight and Day 20th Century Fox $10,200,000 $10,443,233 - 48.1% $49,460,348
6 The Karate Kid Columbia Pictures (Sony) $8,000,000 $8,000,259 - 48.5% $154,554,780
7 The A-Team 20th Century Fox $3,025,000 $3,190,024 - 48.6% $70,494,007
8 Get Him to The Greek Universal $1,184,560 $1,233,220 - 60.7% $57,965,435
9 Shrek Forever After DreamWorks $799,000 $890,166 - 71.3% $232,664,432
10 Cyrus Fox Searchlight Pictures $770,256 $774,472 +157.1% $1,811,985
11 Prince of Persia: The Sands of Time Walt Disney Pictures $670,000 $690,501 - 75.7% $88,338,986
12 Iron Man 2 Paramount Pictures, Marvel Studios $597,000 $638,314 - 55.6% $308,530,297
  Also Opening/Notables
  Love Ranch $49,468 $44,220 New $74,776
  I Hate Luv Stories Utv N/A $375,297 New $535,273
  Restrepo Nat'l Geographic N/A $58,587 +65% $142,711
  Winter's Bone Roadside Attractions $388,000 $413,022 -6% $1,811,928
  Solitary Man Anchor Bay $433,000 $498,484 +4% $2,917,807
  Killers Lionsgate $524,000 $475,307 - 75.5% $45,323,590
Click here for all weekend data
Box office data supplied by Exhibitor Relations
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