Weekend Box Office

Box Office Guru Preview: New Pics Challenge "Borat's" Mandate

by | November 9, 2006 | Comments

This weekend, multiplexes hope to cram in lots of moviegoers thanks to a wide selection of new films. Six movies open or expand nationally on Friday making for what will be one of the most competitive weekends of the holiday season.

Adult audiences looking for a laugh can see Will Ferrell in a more mature role in "Stranger Than Fiction." The female vote will be split with daughters going for a scare with Sarah Michelle Gellar in "The Return" while their mothers can spend the evening with Russell Crowe in the romantic comedy "A Good Year." The action flick "Harsh Times" rounds out the menu of new releases targeting young men.

In addition, the cross-continent drama "Babel" expands across the country after two weeks of stellar results in limited release. Despite all the new opponents entering the field, reigning box office incumbent "Borat" will go fully national in an attempt to be re-elected for a second term as commander-in-chief. Rarely does a November weekend have so many new offerings. The fight for screens and moviegoer attention will be fierce. Not every film will survive so some casualties will be left behind on the battlefield by the end of the frame.

After battling Sacha Baron Cohen with race cars last summer in "Talladega Nights," Will Ferrell once again takes on the British comedian at the box office with "Stranger Than Fiction" which will try to stop the seemingly unstoppable "Borat" machine. In the PG-13 film, the funnyman plays an agent with the IRS who begins to hear a voice narrating his life and his every move. Emma Thompson provides the voice while Maggie Gyllenhaal, Dustin Hoffman, and Queen Latifah co-star. Directed by Marc Forster ("Finding Neverland," "Monster’s Ball"), "Stranger" takes an A-list comedian and puts him in a more mature and serious film that still has some comedic elements. That means that the 14-year-old boys who powered "Talladega Nights" to a $47M opening will take a pass this time around.

When Jim Carrey went arthouse, he saw "Eternal Sunshine of the Spotless Mind" open to $8.2M with a $6,042 average and "Man on the Moon" bow to $7.5M with a $3,615 average. Adam Sandler‘s "Spanglish" debuted to $8.8M and a $3,617 average. It can often be a tough sell to take a comedian known mostly for mainstream comedies and put him into a more mature film, even if it still has laughs. "Stranger Than Fiction" might find it difficult to pull in teens and young adults, but mature adults will have interest. Reviews have been generally good and the concept makes the film stand out in the current marketplace. Competition for adults will come from both "Babel" and "A Good Year" while "Borat" will continue to steal away millions of moviegoers looking for a good laugh. Launching in 2,264 theaters, "Stranger Than Fiction" might open with roughly $16M.


Will Ferrell screaming at a bus in "Stranger Than Fiction."

Halloween may have passed but those in search of a scare, and were disappointed that "The Grudge 2" did not have Sarah Michelle Gellar in a full role, will have a chance to see their favorite vampire slayer in the new supernatural thriller "The Return." With a commercially friendly PG-13 rating, the spookfest finds Gellar playing a young businesswoman guided by mysterious forces to avenge her own death from a previous life. In the horror genre, Gellar is a bonafide star and can pull in teens and young adults. But with so many fright sequels cramming into theaters recently during the pre-pumpkin period, many genre fans might be all scared out by now. Luckily for "The Return," competition will not be too fierce as nothing else is exciting teenage girls at the moment. The marketing push has been decent, but in many ways it does not stand out as something special or unique that is worth seeing right away. Opening in 1,986 theaters, "The Return" might gross around $8M over the weekend.


Sarah Michelle Gellar, padding her horror credentials in "The Return."

Russell Crowe reteams with his "Gladiator" director Ridley Scott for a trip to a new genre (romantic comedy) in "A Good Year." The PG-13 film finds the former Maximus playing a financial guru who finds women and wine at a french vineyard he inherits. Talk about a tough sell. On paper, the Scott-Crowe combo is box office gold, only they chose to try out a type of film that will repel fans who spent $187.7M on the 2000 Best Picture Oscar winner. Plus the Fox release has no notable female star to boost its potential. Add to that the bad buzz that "Year" received at the Toronto Film Festival plus the mostly negative reviews from critics, and it surely will have its work cut out for it. Could this be "All the King’s Men" all over again?

"A Good Year" stands as that rare film which reunites an Oscar-caliber director with an Oscar-winning actor that earns bad reviews and lukewarm studio support. Crowe’s last film "Cinderella Man" bowed to $18.3M from 2,812 theaters for a $6,515 average in June of last year and was considered an underperformer. The actor’s latest picture lacks the Ron Howard film’s strong critical support, added starpower from Renee Zellweger, and sizable push from Universal. "A Good Year" should play mostly to adult female audiences as the male appeal is low. That makes "Babel" and "Stranger Than Fiction," which have better cross-gender appeal, direct competitors this weekend for mature couples. Opening in 2,066 theaters, "A Good Year" could find itself with about $8M this weekend and a rough road ahead.


Russell Crowe and Ridley Scott enter chick flick territory with "A Good Year."

Still in the top ten with "The Prestige," Christian Bale comes back for double duty in the new action thriller "Harsh Times" from MGM. The R-rated film from the writer of "Training Day" finds the Caped Crusader playing an ex-Army Ranger enlisting with the LAPD who still has ties into the crime world in South Central. "Harsh" will play to urban audiences and should skew male but will find the marketplace difficult to navigate with bigger titles like "Borat" and "Saw III" already doing strong business with that demo. Bale lacks the drawing power of Denzel Washington in his Oscar-winning role in "Training Day" so the grosses should not be in the same ballpark. A moderate national release in over 900 theaters will also limit the potential. "Harsh Times" will have to fight hard in order to crack the top ten and could finish the frame with around $3M.


Christian Bale as a psychopath in "Harsh Times."

Among holdovers, all eyes will be on "Borat" this weekend. Can the Kazakh superstar spend another weekend at number one? Following its robust $26.5M bow from 837 theaters, the Sacha Baron Cohen starrer has delivered solid midweek results grossing over $3M on both Monday and Tuesday. Now, Fox will expand the raunchy comedy on Friday by more than tripling the run to 2,565 theaters allowing everyone to have easy access to the most-talked-about film of the season. Word-of-mouth has been encouraging and "Borat" might even reach the Holy Grail of the box office – repeat business.

Last weekend’s potent average of $31,607 will certainly come crashing down since the film will be in more theaters and most of the hardcore fans have now already seen it. But the buzz is still hot and the Uzbekistan-hating TV journalist is now trying to crossover into new audience segments not initially sold on the concept last week. With the frame’s new films all a mixed bag without a surefire smash among them, "Borat" looks ready to retain its hold on the number one spot. A weekend gross of around $24M could result giving Fox a stellar $62M in only ten days.


"Kazakhstan is the greatest…"

Another cross-cultural film with a five-letter title starting with a B expanding over the weekend is "Babel" starring Brad Pitt and Cate Blanchett. Paramount Vantage has attracted scorching results in limited release for two weeks and is now hoping that moviegoers nationwide are ready for the acclaimed drama. Last weekend, "Babel" popped into the Top 20 with a stellar $26,264 average from 35 locations. On Friday, the R-rated film expands to over 1,200 sites and should continue to play to an upscale adult audience.

"Babel" is likely to play to the same crowd that powered last December’s "Syriana" to a $11.7M bow from 1,752 theaters for a $6,699 average. That film had more theaters and a star, George Clooney, who is despised by many American moviegoers for his political beliefs. On the other hand, Pitt can cheat on his wife and father a baby with another woman, and the public still can’t get enough of him. That’s pure starpower. But "Babel" is not the type of commercial role that Pitt attracts large crowds to. Still, the average should be solid so given its level of distribution, "Babel" could gross about $10M this weekend.


Brad Pitt and Cate Blanchett, looking rather disheveled in "Babel."

Disney and Paramount went head to head last weekend with competing kidpics and split the family vote in half pretty evenly. "Flushed Away" is getting better word-of-mouth and is offering audiences something new so its decline might be smaller than that of "The Santa Clause 3." Kid movies opening in early November typically have good legs and enjoy strong second weekend holds. Sophomore drops for recent films of the genre include 21% for last year’s "Chicken Little," 29% for 2004’s "The Incredibles," 15% for 2003’s "Elf," and 15% for 2002’s "The Santa Clause 2." This weekend, "Clause 3" might drop by 25% and "Flushed" could wash away 20% leaving each with a three-day tally in the neighborhood of $15M. That would push ten-day cumes to roughly $39M a piece for the Mouse House pic and the rat toon.

LAST YEAR: Disney’s poultry toon "Chicken Little" stayed at number one for a second weekend with an impressive $31.7M. Three new releases followed within a tight range. Sony’s big-budget kidpic "Zathura" bowed in second with $13.4M on its way to a disappointing $28.2M. Jennifer Aniston was close behind with her thriller "Derailed" which opened to $12.2M. The Weinstein Co. release went on to gross a moderate $36M. Paramount’s urban action pic "Get Rich or Die Tryin’" debuted in fourth place with a $12M weekend and $17.7M over five days. The 50 Cent starrer finished its run with $31M. Rounding out the top five was the military drama "Jarhead" which tumbled 58% to $11.7M. Premiering to sensational results was the period film "Pride & Prejudice" which grossed $2.9M from only 215 theaters for a sizzling $13,326 average. The Focus release went on to become an awards contender and took in $38.4M making it the top-grossing pic among the weekend’s new films.

Author: Gitesh Pandya, www.BoxOfficeGuru.com

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