Megamind Misses The Train; Morning Glory Mourning - Week 2 | Harry Potter and the Deathly Hallows: Part I | Megamind | Due Date

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Megamind Misses The Train; Morning Glory Mourning - Week 2

Harry Potter and the Deathly Hallows: Part I
Megamind
Due Date
Unstoppable
Skyline
MEGAMIND MISSES THE TRAIN; MORNING GLORY MOURNING

There's an old rule of thumb. Never name or catchphrase your product with something that's going to come back and be used to mock it later. For example, both Bobby Brown and the Spice Girls named their last albums "Forever." Notice the disconnect between "last" and "forever." Likewise, Disney famously marketed their Judge Dredd movie under the moniker, "Dredd June 30." Sure enough, after the film tanked, Disney did "dread June 30." So, when you name a film Unstoppable, it's a little embarrassing when it's stopped from topping the box-office its first weekend out.

Instead, Unstoppable stopped at about the same station as The Taking of Phelom 1 2 3 with a $22.7 million opening, just a million less than Denzel's last train based film. Similar to that film, Unstoppable looks like it should be a solid performer but nothing earth shattering. It's just a 19th century form of transportation in a 21st century blockbuster world.

The horizon was dark for Skyline. The low-budget alien flick abducted $11.7 million which at least was more than the $10 million the film cost to be made. Maybe if they'd called it District Sky9 they would've been able to trick more movie goers into going to what looked like a made-for-DVD movie at best. At least it didn't look like a made-for- SyFy movie with Lou Diamond Phillips, Dean Cain, and Ian Zering.

I recall the James Bond rumors before Daniel Craig was cast in Casino Royale and amazingly the list was more for people who didn't want to be in the movie. Colin Farrell thought it would pigeon-hole him. He's now playing the vampire roll in the remake of the 80's movie Fright Night. Good call! Rachel McAdams was "hot" after Wedding Crashers yet her agent didn't want her to have any part as a "Bond Girl" because she was "bigger" than that. So, after four years of non-descript roles and movies, what did her agent finally land for her? Playing the "Sherlock Holmes Girl!" Touché.

Hopefully, her agent is smart enough to let her be "stereotyped" there so there's at least a steady paycheck in the future, since Morning Glory is not going the be the start of a new franchise. The film debuted with a $9.2 opening weekend and I think Harrison Ford and Diane Keaton are really glad it's not their names at the top of the movie poster. I'm sure a confusing marketing campaign (even I didn't understand what "put-down" Harry was supposedly saying to Diane in the trailer) or referencing an old Oasis album "What's The Story, Morning Glory" didn't help either.

Meanwhile, MegaMind held-up really well with only a 37% drop from the previous weekend. Outsmarting another $29.1 million from the competition, the super hero battle has already totaled $88.8 million. If we're lucky, this success will encourage DreamsWorks to try and mash-up their own films and give us MegaMind vs. Aliens, since the screen collision of Will Farrell's character and Raine Wilson's Galaxar would be epic.

Due Date was a little late arriving in its second weekend. Dropping a larger than expected 52.8%, the buddy-comedy looks like it's running out of buds quickly. While a $58.9 million 10-day total is no failure, it doesn't look like this film is going to have a very long labor.

Likewise, For Colored Girls tanked 67% which was the biggest drop ever for a Tyler Perry film. Perhaps the audience finally found out this was not your typical TP movie and are awaiting the next Madea Escapes from Guantanamo Bay.

[For those new to the pool, a film normally drops about 40% from weekend to weekend. So, when a film drops by less than that (usually due to positive word-of-mouth), it's seen as a good thing and if a film drops by more (usually due to negative word-of-mouth), it's seen as not so good. The caveat for "blockbuster" films is that they tend to frontload and get so many people in the first weekend that they naturally have larger drop-offs. With this is mind, a 50% fall would still be grand, but anything more might be a sign that the film will be coming to DVD sooner than you might think.]

The Top Five If Today Was MLK Day:

#1. MegaMind - $88.8 million
#2. Due Date - $58.9 million
#3. For Colored Girls - $30.7 million
#4. Unstoppable - $22.7 million
#5. Skyline - $11.7 million

This Week
It's all about one film and one film alone… The Next Three Days. Yes, the film with that guy who starred in big hits like State of Play, Body of Lies, and 3:10 to Yuma! Who didn't like those flicks?! Oh wait, no one actually saw them. I forgot.

Look, I've got nothing against the Crowe. He seems like a nice enough Aussie who's just wants to rock-out with his band Thirty Odd Foot of Grunts. Complaining about him seeming arrogant would be like complaining about a book having pages. It pretty much comes with the territory. One thing I think we can all agree is that we need to remove Russell from the "box-office draw" category. He can be a great actor like Liam Neeson and Daniel Day Lewis, but just because he's in a movie doesn't mean we're going to flock to see it… unless it's Mystery Alaska 2: Lost in the Caribou.

The counter-programming for this Russell Crowe vehicle is something called Harry Potter and the Deathly Hallows - Part 1. It's pretty ballsy to call a movie Part 1. What if it flops and you never get around to making a Part 2? That's why Leonard Part 6 didn't even bother with 1 through 5. You might have never gotten around to Part 6 if they'd started with Part 1.

Regardless, whenever you have a fanbase that made FedEx deliver books at people's doorsteps at 8am on a Saturday morning the day the last book came out, I'd say they're a slightly motivated bunch with discernable income ready to roll. I suspect HP 7 sets both the single day and weekend record here. I could be wrong, but I am just a muggle after all.

by Matt Neuenburg on 11/15/2010

Movies Mentioned in this Post: Due Date, Harry Potter and the Deathly Hallows: Part I, Megamind, Skyline, Unstoppable
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