By David Poland email@example.com
Weekend Estimates by Irene Klady
Stats. They lie and they truth.
The last couple of years, the top two new films in this slot have generated just over $40m between them. This year, about half of that.
Irene? The distributors? The movies?
Probably all of the above.
In 2009, the 2 big openers were sequels. Last year, Screen Gems did Screen Gems and Lionsgate did an exorcism. This year, a distribution deal being released by Sony… meaning less of a marketing investment… and a FilmDistrict pick-up being sold as a Guillermo del Toro movie that Guillermo didn’t direct.
Of course, one can argue that Dark is superior to any of the previous successes (even if our-polling wasn’t great) and that Resident Evil with Mila J was somehow equivalent to Zoe S in Colombiana. But from a marketing standpoint, both are tougher.
Anyway… these numbers don’t smell dramatically different than I might have expected without the hurricane. A few percent here and there. The tiny releases and the genre stuff that relies heavily on NY are probably the most damaged. But would Columbiana have been at $20m if Irene stayed home? Probably not.