The Expendables crushes Eat, Pray, Love at the box office
Posted by: Brad Sturdivant
With three big movies opening this weekend (THE EXPENDABLES, EAT, PRAY, LOVE, and SCOTT PILGRIM VS THE WORLD), we learned a few valuable lessons at the box office. The first lesson we learned is that Julia Roberts can no longer carry her own film. I know that sounds harsh considering her film took in over $20 million, but given the love for the book and the strategic counter-audience opening, it should have taken in SEX AND THE CITY numbers. We also learn that no matter how much fanboys want a movie to be successful, a movie targeted to only fanboys will not be successful. It seems like so many people were convinced SCOTT PILGRIM VS THE WORLD would be successful, but given it’s extreme target marketing, I was actually surprised it managed over $10 million. And finally, we learned that if you throw a dozen or so action stars in a film, it will open decent. I’m betting next week we’ll learn that they can’t hold that success for long.
Next week brings us the Jennifer Aniston and Jason Bateman comedy THE SWITCH, which looks just horrible. Bateman got a second life with ‘Arrested Development’, but he seems t be doing everything he can to screw it up by choosing some really bad roles.
1. The Expendables $35 million
2. Eat, Pray, Love $23.7 million
3. The Other Guys $18 million
4. Inception $11.3
5. Scott Pilgrim vs The World $10.5 million
6. Despicable Me $6.7 million
7. Step Up 3D $6.6 million
8. Salt $6.3 million
9. Dinner For Schmucks $6.3 million
10. Cats and Dogs 2: The Revenge of Kitty Galore $4 million