"Dawn of the Planet of the Apes" was once again the No. 1
film this weekend, with $36 million, and almost $139 million total so far, but
the story that’s been the ongoing main b.o. story this summer, didn’t
quite happen this time around.
"Dawn," despite rave reviews, and what seemed to be, at the
time, huge audience anticipation, took a
big drop in its second week of just over 50%, like so many other films this summer.
Considering the 60% or more second week drop-offs that
have been more common this season, the drop-off for "Dawn" looks more
promising. Not great, mind you, but it’s sure better than many other films.
And that brings back the question that I keep posing – what
is the reason for these massive b.o. drop-offs? Is it because of the films? Audience boredom
with what’s currently out, looking for something different? Or is it simply that
most of these films appeal to a certain segment (the geek fanboys), who rush out
to see them in their first week, but don’t appeal to the broader audience?
Of course, with the foreign box office (right now at
$101.5 million), "Dawn" is going to be a huge moneymaker for Fox, but, no doubt, studios are worried about this summer of
gloom at the box office, and what this bodes for the future. What are they going
For example, despite making some $705 million worldwide
total, there are signs that Sony is increasingly becoming reluctant to push
ahead with an "Amazing Spider Man 3" film. True, $705 million sounds like a huge
hit, but, not really, when you consider the fact that the film cost a reported
$255 million to make, and another $75 million for promotion and advertising (Here’s
a hint – how about making more original films on smaller budgets?).
And all this still doesn’t make things looks promising
for Marvel’s upcoming "Guardians of the Galaxy," which most likely could open well
(but not spectacularly), and suffer a huge drop offs the following weeks.
And this comes with the news, earlier this week, when it
was revealed that Marvel is currently developing a production slate of films
up until the year 2021. Seriously? They really believe that there’s going to be
an interest in superhero movies seven years from now? (Hey, who knows if there still will be movies seven years from now?).
Meanwhile, "The Purge Anarchy," the sequel to last year’s
surprise summer sleeper hit, the ultra low budget "The Purge," came in second, with
over $28 million. Considering that the sequel’s budget was a low $9 million, the
film is already in the black.
Disney’s animated film "Planes: Fire & Rescue," came in
third with $16 million; while the not-so-raunchy sex comedy "Sex Tape" was a
disappointment, coming in fourth with $15
Meanwhile Richard Linklater’s film "Boyhood" continues to
be an art house hit, now playing in 34 screens, with $1.2 million to date; and it
expends to another 25 cities next weekend.