COMMENT: ‘Twas Marketing Killed the Son of Krypton
While Pirates of the Caribbean: Dead Man’s Chest finishing first at the box office this weekend was a no-brainer, I doubt even the most optimistic pundit predicted an eye-popping, record-breaking haul of $132 million in its first three days.
$132 million: aka Biggest. Opening. EVER!
Savvy, indeed!
Boxofficemojo’s ALL TIME BOX OFFICE: OPENING WEEKENDS chart puts that number in perspective:
1) Pirates of the Caribbean: Dead Man’s Chest — $132,028,000
2) Spider-Man — $114,844,116 ($403,706,375; 28.4%)
3) Star Wars: Episode III – Revenge of the Sith — $108,435,841 ($380,270,577; 28.5%)
4) Shrek 2 — $108,037,878 ($441,226,247; 24.5%)
5) X-Men: The Last Stand — $102,750,665 ($231,288,000; 44.4%)
Considering the first Pirates opened with a relatively paltry $46,630,690 on its way to a $305m domestic haul (plus an amazing $348m overseas), the sequel should be a shoo-in for breaking the $300m mark again, with a decent shot at pulling a Shrek 2, outperforming its predecessor and reaching the rarified air of a $400m+ box office upon initial release. (Star Wars and E.T. took multiple releases to surpass that mark.)
But what of the Man of Steel and his reported $21,850,000 booty, a harsh 58% drop from his opening weekend (Friday-Sunday only) for a stinging $5,375/theater average that pretty much guarantees a significant drop in theaters as Pirates and “sleeper” hit, The Devil Wears Prada (a 43% drop in its second weekend, while matching Superman’s average in nearly a third fewer theaters) will still be drawing significant audiences next weekend. Plus, there’s four new major releases opening the weekend after next.
With $141,677,000 over its first 12 days, while Superman Returns is definitely no Spider-Man and can hardly be considered a franchise-killer on par with Batman and Robin, will it at least be considered a success on the level of Batman Begins, or is it more of an underwhelming disappointment that calls for a return to the drawing board, like The Hulk?