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'Green Hornet 3D' Tops MLK Long Weekend With $40M;
'Dilemma' Disastrous $20.5M
By NIKKI FINKE | Saturday January 15, 2011 @ 10:01pm PST
http://www.deadline.com/hollywood/
SATURDAY PM: Sources tell me this was a tough weekend at the box office for one
new major studio tentpole opening on a long Martin Luther King weekend but not
for another which met the lower end of expectations. The 4-day holiday overall
is looking -25% down from last year's:
1. The Green Hornet 3D (Sony Pictures) NEW [3,584 Theaters]
Friday $11.1M, Saturday $12.8M
Estimated 3-Day Weekend $34M, Estimated 4-Day Holiday $40M
Saturday's take was up +15% from Friday's, which relieved Sony fears tonight.
It seemed a miracle that this much bad-buzzed big movie that's a modern
adaptation of the old radio series about the legendary action duo -- Britt Reid
(with the unorthodox casting of Seth Rogen) and his resourceful Kato (with
Taiwanese pop singer Jay Chou) not to mention their coolly equipped The Black
Beauty -- was tracking very well for weeks now. But then rival studios emailed
me Friday that The Green Hornet was surprisingly underperforming. Sony execs
disagreed. They said things could have been worse at the box office Friday but
the West Coast was "pushing it way up" with late shows. And just as they
predicted, Saturday's number number jumped. Friday's post midnight screenings
were light -- $550K on 700 plays -- because Sony didn't push them. Meanwhile,
The Green Hornet earned a "B+" CinemaScore overall but an "A-" among audience
members under age 25.Given the higher 3D ticket prices and the superhero genre,
these grosses are still on the lower side of Hollywood's $40M-$50M
expectations. But that pic was R-rated and The Green Hornet is PG-13.) Then
there's the $120M-$150M production cost: blame reshoots and the release delay
from December 22nd to January 14th so Sony could give the flick a 3D makeover.
As for the marketing plan, "we really worked hard to create a summer film
launch in January," a Sony exec told me. Personally, I hated those cheezy Carls
Jr promos but they helped create awareness. Pic had a strong presence with ads
during key NFL and College Bowl games, plus the NBA. And a high impact outdoor
campaign with a glow-in-the-dark logo effect plus "real” headlights on the
image of The Black Beauty which toured in 20 markets and starred on Myth
Busters and in U.S. auto shows. Rogen (who lost a lot of weight to play the
role) and Chou each did an enormous amount of PR/appearances to support the
film.
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