Home > Vulture News > FLOP POP FIZZLE, The Obligatory Weekend B.O. Report: ‘Dear John’ Unseats ‘Avatar’ Thanks To Show Of Force From Teen Girl Demo

FLOP POP FIZZLE, The Obligatory Weekend B.O. Report: ‘Dear John’ Unseats ‘Avatar’ Thanks To Show Of Force From Teen Girl Demo


Schmaltz won out over the highest grossing movie ever at the box office this weekend. The poorly reviewed romantic weepie Dear John raked in $32.1M, unseating Avatar from the top spot. Like The Lovely Bones, it scored big, through the use of viral marketing to teen girls. During the press junket, Channing Tatum, who stars in the movie along with Amanda Seyfried, promoted the website Post the Love, which was supposedly set up by the actor himself. Tatum explained the idea behind the site to the Chicago Tribune. He said:

You can put up a poem, a youtube video of yourself singing a song or a photo of yourself with ‘I love you’ written on your hand. I don’t care what it is. I just want a venue for people to express themselves.

Tatum has even commented on posts writing, in response to a photo that was submitted.

Thanks so much for the love mama. means the world. your right the love is everywhere and in everything we just have to see it and feel it.

Whether or not the site originated from Tatum himself, or Sony’s PR department, it’s an ingenious gimmick. Like The Blind Side, which was marketed to local church groups before its release, it’s another example that proves the effectiveness of grassroots marketing efforts.

French filmmaker Pierre Moral‘s last film, the Liam Neeson starring actioner, Taken, turned into a surprise hit last year when came in at number one over Superbowl weekend and eventually went on to gross over $145M. Its success even surprised the filmmaker himself. In a recent interview he told the LA Times:

I never thought Taken would do that well. It just arrived at the right time, because it applies to such a visceral and universal feeling. . . . When it opened in America, there was a worldwide crisis going on, and people needed to be reassured. Having this hero who was able to do the right thing for his family was comforting.

It looks like his latest movie, From Paris With Love, won’t be a repeat success, since it debuted in third place with $8.12M.


1. Dear John (Sony) $32.4M

2. Avatar (Fox) $23.6M, Cume $630M

3. From Paris with Love (EuropaCorp) $8.12M

4. Edge of Darkness (Warner Bros.) $7M, Cume $29.1M

5. Tooth Fairy (Fox) $6.5M, Cume $34.3M

6. When In Rome (Touchstone) $5.5M, Cume $20.9M

7. The Book of Eli (Alcon) $4.83M, Cume $82.2M

8. Crazy Heart (Butcher’s Run) $3.65M, $11.2M

9. Legion (Screen Gems) $3.4M, Cume $34.6

10. Sherlock Holmes (Warner Bros.) $2,63M, Cume $202M


*Bold indicates the weekend’s new releases.
Source: Box Office Mojo

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