1020 Unexpected drop
2012The summer of 2020 is definitely the most competitive one after the millennium, at least, in terms of strength on paper. In the fourth week of June, North America once again welcomed two blockbuster works, Pixar's "Brave" Legend," Twentieth Century Fox's "Lincoln the Vampire Slayer"”.
The former is an annual masterpiece that Pixar spent 185 million to create..
“"Produced by Pixar" has become the industry benchmark with absolute quality assurance. In the past few years, there has been an average of one film per year, including "Ratatouille", "Wall-E", "Up", and "Toy Story 3", all of which It was both a success and a hit, with box office and awards being low. But last year, "Cars 2" suffered a disaster, losing both reputation and box office. How this year's "Brave" performs has attracted countless attention from the industry..
The latter is a wave of works in recent years. After "Twilight" and "The Hunger Games", it is another work adapted from a young adult novel..
Although it only cost 70 million, this year's "The Hunger Games" only invested 78 million, and the production cost of "Twilight" in 2008 was only 37 million. With a new young cast, And riding on the two crazes of vampires and young adult novels, the market prospects of this work are also highly recognized..
Before the summer release, people are also looking forward to it. On the one hand, whether "Brave" can reaffirm the excellence of Pixar in terms of both word-of-mouth and box office; on the other hand, whether "Vampire Slayer Lincoln" can replicate the box office of movies adapted from young adult novels. Miracle once again ushered in a dark horse at the box office.
But after "Avengers" unveiled the competitive landscape of this summer's summer, everything has changed. After experiencing the earth-shaking and ups and downs of the past seven weeks, no one dares to say that this week's North American weekend box office market can remain the same. usual.
This is also true.
“"Brave" has not been able to achieve a great reputation. At least compared to Pixar's consistent reputation, the results can only be considered tepid. The media's comprehensive review score is 69 points, and the Rotten Tomatoes freshness index is 78%. The popcorn index is only 76%. This performance is better than last year's "Cars 2", but it is still far below expectations..
Although it cannot be said to be a Waterloo or a disastrous defeat, after the failure of "Cars 2", Pixar still failed to recover quickly..
“"Lincoln the Vampire Slayer" is a hit, at least in the early stages of word-of-mouth, with a comprehensive media review score of 42%, a Rotten Tomatoes Fresh Index of 35%, and a Popcorn Index of 50%. However, such results cannot be achieved. It's an accident, just like what happened when "The Twilight Saga" was released.
The question is, what impact will the sluggish performance of word-of-mouth have on the premiere box office, and what impact will it have on subsequent box office?？
“"Brave" grossed 66 million US dollars in its three-day opening weekend, which was basically the same as the opening box office of "Cars 2" and was unsatisfactory; "Vampire Slayer Lincoln" handed over 16 million US dollars. The poor performance of the film has become another example of how terrible movie adaptations of young adult novels can be.
After much anticipation, "Brave" and "Vampire Slayer Lincoln" both performed disappointingly, although "Brave"'s opening box office figures were second only to "Avengers" and "Edge of Tomorrow", and it was the highest-grossing summer release. Currently ranked third in the ranking; however, the overall momentum is still lower than expected and failed to show stronger competitiveness.——
This also means that the market impact faced by "Edge of Tomorrow" is not severe..
At the same time, the topic of "Today Show" is frenzied, the shocking revelations of "Hereditary Aristocrats", and the discussion of "Edge of Tomorrow" is rising instead of falling. It is unstoppably becoming the most watched work in this summer's season, successfully surpassing " "Avengers", a strong leader in topical effect.
Last week, "Edge of Tomorrow" overcame an astonishing 48% second-week box office drop and successfully topped the North American weekend box office rankings. This week, expectations naturally began to rise. As a result, "Edge of Tomorrow" also did not disappoint.
“Twenty-six percent, a super low drop! 'Edge of Tomorrow' hits box office miracle again！”
“Three weeks after its release, the momentum continues, and 'Edge of Tomorrow' is fully catching up with 'Avengers' at the box office over the same period.！”
“Incredible! The box office hit curve is unstoppable, and 'Edge of Tomorrow' is becoming the biggest dark horse of this summer season.！”
“Strong performance, 'Edge of Tomorrow' becomes the most popular summer film in June.”
“Second only to James Cameron, the third-lowest box office decline in film history in the third week, 'Edge of Tomorrow' is writing its own miracle..”
……
As media reports stated, the ultra-low drop of 26% created the third-lowest drop in film history over the same period—among the works that premiered on a large scale, it was only behind James' two works, "Avatar" and "Titanic"; compared to "Avengers", the decline during the same period was 46%..
Once again, 'Edge of Tomorrow' shows unparalleled box office potential！
With 52.5 million U.S. dollars in its third week of release, "Edge of Tomorrow"'s box office data over the three weekends ranks third on the list of film history records. The champion is "Avatar" with 6,800 U.S. dollars. million, and the runner-up is "Avengers" with 55 million.
As the media said, "Edge of Tomorrow" surpassed the data of the same period, surpassing "The Hunger Games" in its second week of release, and approaching "Avengers" in its third week of release. The entire upward curve is so fierce that it can be called heaven-defying.！
With the premiere weekend being squeezed into a super schedule, no one in the media or in the industry was optimistic about the box office prospects of this work; even Warner Brothers themselves seemed to lack confidence and confidence, but in the end, this work Replicating the miracles after the release of "Avatar" and "Titanic", the box office development curve is getting stronger and stronger, creating history step by step.
The question is, where will Edge of Tomorrow reach in the end?？
In the fourth week of June, the North American weekend box office rankings, "Brave" successfully won the championship, "Edge of Tomorrow" retreated to runner-up, followed by "Madagascar 3", "Vampire Slayer Lincoln", "Prometheus" and "Snow White and the Huntsman”.
Among them, the weekend box office of "Prometheus" has dropped below 10 million, with only 9 million US dollars. The cumulative box office in the three weeks of release will exceed 100 million. This is a huge expectation for 20th Century Fox. It's really disappointing.
The box office data for other works ranked after it were even worse..
Tom Cruise's "Rock of Ages" dropped as much as 47% the next week, with a cumulative box office of 28 million. This has already doomed the 75 million investment to be lost..
Will Smith's "Men in Black 3" has a cumulative box office of 160 million in its five weeks of release. However, the investment of 225 million and expensive publicity costs have made this work profitable. The road is extremely difficult.
Johnny Depp's "Dark Shadows" has accumulated a box office of 75 million in seven weeks. The overseas market is also in a slump. The production cost of 150 million is estimated to have to rely on the video rental market..
However, the biggest dud in this summer's summer season is "Battleship". With an investment of 200 million, the cumulative box office is only 60 million, and the weekend box office dropped to 500,000 US dollars. Universal Pictures has already suffered internal losses. Not surprisingly, this work was the biggest failure in 2012——
Later, after "Alien Battlefield" landed in North America, professionals realized that they were still too young and too blind, and they had drawn conclusions too early..
Amid the gloom and gloom, even "Brave" who successfully won the championship could not arouse the enthusiasm of the media. All eyes were focused on "Edge of Tomorrow". Just look at the headlines of the entertainment pages of major newspapers and magazines. : It obviously fell to the runner-up, but the titles all read "Edge of Tomorrow"”.
Three weeks after its release, this commercial popcorn blockbuster starring Renly has already grossed US$370 million, just shy of US$400 million.！
What's even more frightening is that in the comparison of box office data for the same period, "Edge of Tomorrow" has quietly closed the distance with "The Dark Knight". The gap between the two is only about 20 million, which also means , "Edge of Tomorrow"'s North American 500 million is gradually becoming a possibility, and judging from the box office decline in the third week, the probability is still growing.！
Warner Bros. is already grinning from ear to ear. Even for themselves, such results are already extremely gratifying, let alone compared with the bleakness and frustration of Universal Pictures..
Last September, Warner Bros. spent a generous $10 million in salary to invite Renly to join "Edge of Tomorrow". It has now become the most praised investment in the industry; in comparison, Universal Pictures has been late Chi refused to offer a higher salary, chose Vin Diesel, and changed the production plan for subsequent sequels. Now it seems extremely stupid..
However, this is an unsettled account, and everyone has their own decision in mind. More importantly, the box office sweep of "Edge of Tomorrow" has not stopped..
In the fifth week of June, a total of four works were released on a large scale, all of which were screened in more than 2,000 theaters, including "Teddy Bear", "Magic Mike", "The Crazy Witness Protection Program", "The Sky" "Next Sister"; at the same time, the actors participating in the four works are all star-studded and have a good lineup.
Although the "Teddy Bear" with the highest cost among the four works is only a mere US$50 million, the competition between them is still highly anticipated..
Sure enough, "Teddy Bear" and "Magic Mike" both broke out, not only receiving good reviews in terms of word-of-mouth, but also delivering satisfactory results at the box office. It will be two months since the summer release. , before the arrival of the Independence Day schedule, the market finally came out with good news of recovery, and this abnormal summer gradually returned to the normal track..
However, amidst all the hustle and bustle, the box office trend of "Edge of Tomorrow" is still the most eye-catching. After posting an astonishing drop for the third consecutive week, this work has undoubtedly become the best movie of 2012. of the year’s hottest items！
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