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Weekend B.O. July 25-27 (What Happened To ‘Herc’?)

Weekend B.O. July 25-27 (What Happened To 'Herc'?)

The common wisdom was that “Hercules” with Dwayne Johnson
would easily beat the other major release this weekend – the sci-fi thriller “Lucy,” with Scarlett Johansson. But it was the opposite, with “Lucy” taking in a very
surprising $44 million, while “Hercules” came in a distant second, with $29

So what happened to “Hercules”? 3 possible answers:

1 – Lack of confidence: For a big budget, potential “tent-pole”
summer movie, it sure looked like Paramount didn’t have a lot of confidence in
the film. The pre-release marketing campaign was virtually nil, and
really didn’t go into high gear until last week. Compare that to “Lucy,” which Universal
had been basically promoting at least a month before its release, with TV ads
and on the internet.

Also Paramount held back on advance press and preview screenings of “Hercules,” until literally the Thursday night before
the film’s Friday release. Whenever that happens, it’s almost a guarantee that
the studio knows it has a stinker on its hands, and wants to keep any negative
reviews to a minimum.

Ironically, though the reviews for “Hercules,” so far, have
been mainly positive, while the reviews for “Lucy,” which was screened several
days ahead of its release, have been decidedly mixed.

2 – Boredom:  Could it
be also that people saw the ads for the film, and felt that it looked like just
another routine, over CGI’d, empty spectacle that they would forget the moment they
left the theater? By late July, most people have had their fill of those kind of
films, since early spring.

“Lucy,” on the other hand, judging from the trailer and its
premise, at least looked like something different.

3 – Women: They flocked to the theaters in droves to see a strong female character on the screen in an action film, who is not defined by a man, trying to get married or being stuck in the background as some lump’s understanding wife, or husband, and that significantly boosted the b.o. for the film.

So what does the b.o. disappointment for “Hercules” mean
for Johnson’s career? Not much. He’s had flops before; and also, name me another A-list actor or actress who doesn’t have their fair share of them. And, no doubt, the overseas box office will help soften the blow that Paramount will take on
the film domestically.

Meanwhile, “Dawn of the Planet of the Apes,” at the pace it’s
going, will easily surpass $200 million domestically (the film has already made
$181 million overseas to date); and “The Purge: Anarchy” continues as well, on its
way to being one of the most financially successful films of the year, when you compare
its production cost to its box office take.

1) Lucy     Uni.     $44,025,000     
2) Hercules Par.     $29,000,000     
3) Dawn of the Planet of the Apes     Fox     $16,400,000     Total: $172,089,000     
4) The Purge: Anarchy     Uni.     $9,896,000     Total: $51,272,000     
5) Planes: Fire & Rescue     BV     $9,303,000     Total: $35,121,000     
6) Sex Tape     Sony     $5,975,000         Total: $26,877,000     
Transformers: Age of Extinction     Par.     $4,600,000 Total: $236,352,000     
8) And So It Goes     CE     $4,552,000     
9) Tammy     WB     $3,400,000     Total: $78,147,000     
10) A Most Wanted Man     RAtt.     $2,717,000   
11) 22 Jump Street     Sony     $2,500,000     Total: $185,654,000     
12) How to Train Your Dragon 2     Fox     $2,200,000     Total:     $165,629,000    

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