Weekend Wrap-Up

Jackass Does Not Stunt Box Office Growth

By John Hamann

October 17, 2010

We just don't understand why the title of this movie is Jackass.

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Finishing second this weekend is Red, which is based on a DC Comic series of graphic novels. Red has an impressive cast that includes Bruce Willis, Helen Mirren, Morgan Freeman, John Malkovich, Mary -Louise Parker, and Karl Urban. Summit Entertainment was able to turn a good idea and that cast into a remarkable film, and moviegoers caught on, as Red earned $22.5 million from 3,255 venues. It had a venue average of $6,912. Red was expected to earn $20 million (and did), but I have to wonder if it would have earned more had Summit chosen not to open Red on the same weekend as Jackass 3D. Red could have opened last weekend against Life As We Know It and Secretariat, and the second weekend of The Social Network, but chose to open with Jackass 3D and not have to battle it for a hold over the second frame. It might have been a good idea. While Jackass 3D probably won't be in freefall next weekend (Jackass 2 dropped 49% in its second frame), Red should have better legs, as this appears to be a crowd pleaser. Reviews were great, as RottenTomatoes counted 119 reviews, and of those 84 were fresh, leaving Red with a 71% fresh rating, which is pretty good for a comic-book/Bruce Willis movie. I like Red's chances against a movie lineup over the next two weekends that includes only sequel horror films, Paranormal Activity 2 and Saw 3D.

For Bruce Willis, Red is his biggest opening in a long time, if we don't count Live Free or Die Hard ($33.4 million in June of 2007). Prior to the fourth Die Hard, Willis' last $20 million plus debut was Sin City, which opened to $29 million in April of 2005. Prior to that, we have to go all the way back to 2000's Unbreakable, which brought in $30 million over its first frame. Red cost Summit Entertainment $58 million to make, so after foreign coin is counted, the studio is going to see a tidy profit off of this one.


Third goes to The Social Network, our number one film over the last two weekends. Despite the two films above it earning about $70 million, The Social Network still held well, which speaks to the demographic spread we are seeing this weekend. The David Fincher award-bait movie earned $11 million in its third frame, and was off a solid 29% considering the new films in the marketplace this weekend. Now, after three weekends of release, the $50 million Sony production has brought in $63.1 million, and looks to finish with about $90 million.

Fourth is Secretariat, which held well as it had the Disney sports movie demo all to itself. Secretariat earned $9.5 million and was off a very small 25%, which may be a payoff due to the faith-based marketing surrounding the film. Secretariat and its $35 million production cost is not out of the woods yet. It has a running total of $27.5 million, but also carries a marketing budget rumoured to be as high as $50 million, which may make the real cost of this one more like $85 million.

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