FLOP POP FIZZLE, The Obligatory Weekend B.O. Report: ‘G.I. Joe’ Soars, Meryl Streep Leads ‘Julia & Julia’ To #2
The last big popcorn movie of the summer took the number one spot at the box-office this weekend. G.I. Joe: The Rise of Cobra had the fourth highest August opening on record, earning $56.2 M. Paramount’s decision not to screen the movie for critics drew heat last week, prompting the studio to explain that it was a part of their marketing strategy to target the “heartland”. Seeing as most critics did, in fact, hate it, the decision proved to be a smart one.
Meryl Streep showed once again that she’s the queen of summer counter-programnming with Julie & Julia, where she plays iconic chef Julia Child. It came in second place with $20.1 M. Her previous summer hits include The Devil Wears Prada and Mamma Mia!
According to the earnings analysis site Box-office Mojo, G-Force slid down 44%, landing in third place with $9.8 M, and attendance for Harry Potter was down a whopping 50%, with the latest installment of the beloved franchise earning $8.8 M. But the biggest decline was Judd Apatow‘s Funny People, which dropped 65% to fifth place for a weekend total of $7.87 M.
Despite an aggressive ad campaign and good reviews, A Perfect Getaway, starring Steve Zahn and Milla Jovovich, came in fifth, making a disappointing $5.76 M. The lack of buzz and major stars were likely factors that contributed to the low turnout.
The real hit of the weekend turned out to be (500) Days of Summer, starring Zooey Deschanel and Joseph Gordon-Levitt. Although it only grossed $3.73 M, for a new cumulative total of $12.3 M, that’s enough to make it the highest grossing specialty release of the summer. Take that Sunshine Cleaning.