Weekend Box Office Summary
The weekend box office rankings are in, showcasing a dynamic mix of holdovers and newcomers.
In second place, the newly released drama 'The Help' made a strong debut with $25.7 million, accumulating a total of $35.5 million since its midweek opening.
The top spot was held by 'Rise of the Planet of the Apes,' which earned an estimated $27 million in its second weekend.
This represents a solid 49% drop from its opening, bringing its domestic total to a robust $104.4 million.
Studio executives are pleased with the film's performance, highlighting its positive audience reception.Weekend Box Office Recap: Rise of the Planet of the Apes Maintains Top Position
The summer box office continued its interesting trajectory this weekend, with "Rise of the Planet of the Apes" holding strong at the number one position for the second consecutive week, demonstrating remarkable staying power with audiences nationwide.
In an impressive second-place showing, "The Help" delivered substantial numbers despite opening mid-week. The female-driven drama based on Kathryn Stockett's bestselling novel has clearly resonated with viewers, particularly women and book club members who were specifically targeted in the marketing campaign.
The film, which represents Disney's second DreamWorks 2.0 release and received partial financing from Participant Media, was produced for a modest $25 million. However, industry insiders note that the studio invested heavily in television advertising to ensure strong audience awareness.
To build momentum, DreamWorks orchestrated over 300 advance screenings and sent the ensemble cast on a comprehensive promotional tour across major U.S. cities. Marketing strategies included partnerships with HSN, Starbucks Digital Network, and targeted outreach to faith-based communities and book clubs.
Meanwhile, "Final Destination 5" secured the third position with an $18.4 million opening weekend, performing slightly below expectations for the horror franchise. The 3D entry started strong on Friday with $7.3 million but experienced a typical genre drop on Saturday.
Rounding out the top five were "The Smurfs," which demonstrated surprising resilience in its third weekend, outperforming newcomer "30 Minutes or Less," which had to settle for fifth place despite its star-powered cast.
Notably absent from the top performers was "Glee: The 3D Concert Movie," which failed to translate the television show's popularity to box office success, dropping out of the top ten entirely.Box Office Update: 'Rise of the Planet of the Apes' Maintains Top Spot
The weekend box office results are in, showing continued dominance for some films while others struggle to find their audience.
Sony Pictures experienced an unexpected internal competition as family favorite 'The Smurfs' demonstrated remarkable staying power in its third weekend. The blue creatures generated $13.5 million ($3.8M Friday, rising to $5.3M Saturday), pushing their domestic total past the $100 million milestone to $101.5M.
Meanwhile, Sony's new action-comedy release '30 Minutes or Less' opened slightly below expectations with $13 million. The film, starring Jesse Eisenberg and Aziz Ansari, actually started stronger on Friday with $4.8 million but saw a decline to $4.5 million on Saturday, indicating potential word-of-mouth challenges.
Industry insiders noted the irony of Sony's scheduling decision. "It's fascinating that 'The Smurfs' outperformed Sony's own new release," commented one executive. "The studio previously celebrated when 'Smurfs' edged out 'Cowboys & Aliens,' but now they're experiencing the other side of that competitive equation."
The overall box office continues to be led by "Rise of the Planet of the Apes," with "The Help" delivering an impressive second-place showing and "Final Destination 5" landing in third.
Marketing Failures and Box Office Results
The marketing for '30 Minutes or Less' tried clever tactics,
like late-night trailer slots and radio takeovers,
yet it failed to connect with audiences despite its promising origins.
On the charts, 'Cowboys & Aliens' holds at number six,
while 'Crazy, Stupid, Love' and 'Captain America' follow closely.
'Harry Potter' continues its magical run,
and 'The Change-Up' experiences a steep decline.
Meanwhile, 'Glee: The 3D Concert Movie' shockingly missed the top ten,
leaving executives puzzled by its underperformance.
Despite an 'A+' CinemaScore from young viewers,
the film's unique narrative approach didn't draw crowds.
Internal blame points to a marketing campaign that failed to clarify the film's purpose,
relying too heavily on alerting core fans rather than broadening appeal.
Concert films remain a risky venture,
as seen with past examples like the Jonas Brothers.
With the TV show readily available for free,
the incentive to pay for a cinematic version was minimal.
Perhaps 'Glee' has simply reached a point of overexposure,
where not even cross-promotion could salvage its box office fate.
Sue Sylvester's fictional critique now seems oddly prophetic,
highlighting a cultural saturation that even 3D couldn't overcome.
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