*All historic figures cited are adjusted to today’s dollars.
Internet hype doesn’t always translate into box office success, but “District 9” was able to live up to the buzz and debut with a strong $37 million and the top spot this weekend. For a film that cost a reported $30 million to make, this is obviously a huge win for Sony and one of the bigger surprises of the summer. As a buddy succinctly put it in a tweet: “’District 9’ might be the only movie this year I want to see that I didn’t know I wanted to see six months ago.”
Credit the fantastic marketing and an interesting/original concept in a summer-friendly genre for the success. The first two weeks of August are typically robust but then the month just dies and only two movies released past the 14th of the month have debuted higher than “District 9” (“Freddy vs. Jason” and “Mortal Kombat”). Audience reception is fantastic so I can see this one sticking around enough to reach $85 million or so. Now, who else is going as Wicus with a prawn arm for Halloween?
“G.I. Joe: The Rise of Cobra” takes second place after a 59% drop to $22.5 million. That actually could have been worse so Paramount will take it. The running total is already $98.8 million and that’s enough to encourage the inevitable sequel. Might I suggest the title “G.I. Joe: The Recasting of Channing Tatum?”
Third place goes to “The Time Traveler’s Wife” with $19.2 million. I’ve got nothing to say about this because quite frankly, this movie bores me. I like Rachel McAdams so I wish she’d hurry up and make a movie that looks halfway tolerable again.
“Julie & Julia” dropped a respectable 38% to $12.4 million and that should be the largest drop it experiences during its run. No other direct competition comes into play until “All About Steve” after Labor Day so I expect Meryl and Amy to be the number one choice for adult females for a while.
*All historical figures are adjusted to today’s dollars