Star Trek Into Darkness Sets A Course For 2009 - Week 3 | Iron Man 3 | Star Trek Into Darkness | The Great Gatsby

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Star Trek Into Darkness Sets A Course For 2009 - Week 3

Iron Man 3
Star Trek Into Darkness
The Great Gatsby
Star Trek has come a long way. There was a time being a Trekkie was only a small step cooler than being a Whovian (a fan of Dr. Who). Star Wars was mainstream and acceptable. Star Trek meant hearing people drone on about Prime Directives, warp drives, logic, and if you'd stayed with it long enough (i.e. The Next Generation), you had holodecks with Gilbert & Sullivan tunes. Talk about abandon ship!

Things have changed as the geek began inheriting the earth. The latest iteration of Dr. Who turned into a legitimate cross-pond hit thanks to the SyFy Channel (even if being a "hit" on SyFy only entails gaining three more viewers than their weekly Mega Python vs. Gatoroid feature). Likewise, when Star Trek returned to theaters four years ago, gone were the Borg and bald captains quoting Shakespeare. Back was forget-the-rules, green chicks, and remembering why you liked all these characters in the first place. The rebooted Star Trek photon torpedoed $75.2 million in its opening weekend and beamed-up $257.7 million that season.

With all that success under its belt and the feeling like things were going to be even bigger the second time around, it's a little strange that Star Trek Into Darkness started-off as Star Trek Shifted Into Neutral. Though there were zero new films to clog it's space, ST:ID began its next five-year mission with almost a $5 million less $70.5 million three-day weekend. There were some Thursday night shows that bring its gross so far to $84.1 million, yet it now feels instead of Star Trek going where no man has gone before, it's going exactly where it was in 2009... That is, unless Scotty can find some new dilithium crystals.

Why didn't more people come out? As huge as a $70.5 million weekend sounds, we live in world where Iron Man 3 just made $175 million in the same time frame two weeks ago. It hard not to see that number as a little lacking in comparison. Did trying to hide the villains identity prevent the marketers from painting a clearer picture about the movie? Did emphasizing that Kirk needed to "learn a lesson" in the trailers make movie-goers feel like they in for an ABC Afterschool Special? Did J.J. Abrams constant reminders that he was never a fan of the series finally drive life-long fans away? ("Look, I already haven't had a date in 15 years, but now you gotta go and do that to me? Good thing I can say "Screw you" in Klingonese.") Despite all this, I'm sure a simple hit end credit song by featuring Pitbull or Pitbull featuring (is there a difference?) would've solved all this and we would've been in the $125 million opening range.

With Star Trek in the captain's chair, both Iron Man 3 and The Great Gatsby fell around 50% in their third and second weekend respectively. Tony Stark the Third invented a $35.2 million weekend with a steely $337.1 million total leaving The Great Gatsby to write a $23.4 million second chapter that has published $90.2 million so far.

While this helped to right the course a little for Iron Man 3, it was a good sign for Gatsby to avoid a huge drop-off heading into a crowded Memorial Day weekend. It certainly stands alone as a movie for grown-ups with a huge all-age appeal to the female demographic. (Is it weird that I don't think of the movie Grown-Ups as a grown-up movie?) The Great Gatsby can be that eye in the storm of testosterone that surrounds Iron Man, Star Trek, The Hangover Part III and Fast & Furious 6.

The Top Five If Today Was Labor Day:
#1. Iron Man 3 - $337.1 million
#2.The Great Gatsby - $90.2 million
#3. Star Trek Into Darkness - $84.1 million
#4. Peeples - $7.9 million (no, I'm not kidding)
#5. n/a

by Matt Neuenburg on 05/20/2013

Movies Mentioned in this Post: Iron Man 3, Peeples, Star Trek Into Darkness, The Great Gatsby
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