September usually kicks off with one of the most anemic weekends of the
year, Labor Day weekend, and in 2001, it happened to start on the
last day of August. Unlike most Labor Day weekends, however, 2001 proved
extremely lucrative as it saw what was far and away the most successful
film of that weekend's history.
When the first trailer for Jeepers Creepers came out in mid-2001, audiences
were treated to a scary, edgy two and a half minutes that absolutely sold
the little film that could. With no stars attached, Jeepers Creepers came across as a tense, fun little horror flick that
promised a bit of gore and a lot of B level fun. There was little surprise
that it could do well but the surprise was the level of success it did
achieve. Jeepers scored what is easily the best Labor Day weekend opening in
history doubling all other Labor Day weekend openers except for two. It is
the only movie to ever open in double digits over this four-day period and the level
of its success cannot be over-exaggerated. During a weekend where almost
every conceivable idea had failed, Jeepers triumphed by pulling in $15.8
million against its production budget of $10 million; a success in every
sense of the word. Hopefully, this will encourage studios to release larger
summer films later on into August and extend what is becoming a very crowded
summer season.
The other opener for the Labor Day weekend was the Julia Stiles/Josh
Hartnett film “O,” a modern retelling of Shakespeare's Othello. The film was
the source of much controversy before it was even released. After the events
at Columbine, the film was dropped by its studio and lingered in limbo
before Lions Gate picked it up and gave it a decent push. The
film did modest business by pulling in $6.9 million on only 1,434 screens for
a solid per screen average of $4,811. The movie, however, disappeared quickly
from theatres, probably due to the heavy nature of its theme. Complementing
both “O” and Jeepers Creepers was The Deep End, which saw its widest release
during this weekend. Following an excellent run, which saw it pull in $3.29
million, the film eventually ended up on a grand total of 326 screens and
wound up with a very respectable total of $8.82 million. Featuring one of the
best acting performances of the year, The Deep End was a quiet surprise and
proved that quality cinema can be successful any time of the year. This
highly successful weekend would set the stage for the (technically) true
first weekend of September.
September 2001 saw very few movies open in the wake of the attacks in New
York on the 11th day of the month. Slightly influenced by the attacks,
only
nine movies opened in what is always traditionally the weakest movie month
of the year. The month was nevertheless interesting at the box office as
it
offered at least one laugher and a couple of surprises.
The month started off strongly with three films opening to a total of more
than
$23 million, led by the surprise hit The Musketeer. This Matrixed version
of
the Alexander Dumas classic surprised many by opening in double-digit
territory on 2,438 screens. Bringing in $10.31 million in
its
first weekend and a total of $27.05 million for its entire run, The
Musketeer sliced its way out of theatres quite quickly as it received
horrible critical reviews and terrible word of mouth. Nevertheless, this
amount made a big dent in the journey to making back the film's budget of
$40 million.
The two other films opening that weekend were the African-American
targeted
dating comedy Two Can Play That Game and the ode-to-80s-rock inspired
film
Rock Star. While Two Can Play was a very nice surprise when it pulled in
$7.72 million on only 1,297 screens, for a respectable per screen average
of
$5,952, Rock Star was huge disappointment when it totalled only $6.02
million on a weekend best 2,525 screens. Rock Star was the second widest
opener and the third worst performer of the month.
The best legs of the month go to Hardball, the Keanu Reeves vehicle which
had him playing a gambling scumbag who has to coach a baseball team of
inner
city kids and opened during the second week of the month. Having a
total
box office multiplier of a very impressive 4.28, the movie debuted with a
whimper before it rolled along to do impressive overall business; it was
easily the third highest grosser of the month. Also debuting that month to
very little fan fare was The Glass House, a mildly advertised film which
also ended up having good legs with a total multiplier of 3.14, second
best
for the month. So while it is difficult to ascertain exactly how the
events
in New York affected the box office exactly, we can conclude that perhaps
it
deflated the numbers for the weekend immediately following the events and
perhaps the strong legs of both these films are the result of the
tragedies
and not a reflection of quality.
The third weekend of the month of September featured the joke of the year,
Glitter. Following what can only be described as a most disturbing summer,
Mariah Carey debuted Glitter to much ridicule and scrutiny and the film
has
now fallen to the realm of late night talk show punch lines. Grossing a
total of $4.24 million and remaining at theatres just a bit longer than it
takes to fix up Mariah's hair; the film mercilessly disappeared after
garnering a weekend to total multiplier of only 1.7. Weep for Mariah.
September finished off quite strongly with three well-promoted,
star-driven
movies that did decent business. First there was the creepily advertised
Michael Douglas thriller Don't Say A Word. The movie said a lot when it
opened to an extremely strong $18 on its way to a monthly best $55
million,
recouping its $50 million budget and then some. Second place belonged to
Zoolander, the Ben Stiller movie based on the character he developed for
the
VH1 Fashion Awards ceremonies. Debuting in 2507 venues, the movie opened to $15.7
million and had per screen average of $6,262, just slightly less than Don't
Say's per screen of $6,423. Zoolander strutted its way to a healthy total
of
$45.16 against a budget of only $28 million. The last film of the weekend
is
the Anthony Hopkins starrer, Heart In Atlantis, a movie based on a Stephen
King short story. After receiving a nice ramp up in limited release,
Hearts
managed to open to $9.53 million on only 1,751 screens for a very good per
screen average of $5,442. The movie went on to make a total of $24.19, which
was not enough to recoup its production budget of $31 million.
Overall, it was a slow month at the box office. The final week mimicked
that
of the last week of September of 1999, the most successful September ever.
Of note, a major film that was scheduled for release during September
was
Big Trouble, starring Tim Allen. The crime comedy was already receiving a
decent, though painful to watch, marketing push, when the movie was yanked
(at the time) indefinitely due to it having a plot involving the proposed
bombing of a plane. The effects of the attacks on the World Trade Center
were also felt during the following weeks as movies originally slated for
October releases were delayed as well; this subject will be covered in the October
wrap-up.
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