Popcorn Movies Get Stale

Jun 04, 05:00 AM

Current Headlines: By Thomas K. Arnold

With no high-profile sequels opening, Hollywood caught its breath over the weekend.

May's popcorn blockbusters -- Spider-Man 3, Shrek the Third and Pirates of the Caribbean: At World's End -- were expected to slug it out for the top three spots, and Pirates hung on to No. 1 its second week. But its estimated $43.2 million is a drop of 62.4% from its $115 million three-day opening. The weekend's tally takes Pirates' domestic gross to $216.5 million, according to estimates from Nielsen EDI.

Shrek and Spider-Man 3 were knocked off by Knocked Up, an R-rated comedy that opened to $29.3 million, significantly higher than many analysts anticipated. Knocked Up was directed by Judd Apatow of The 40-Year-Old Virgin fame.

Knocked Up's $9.9 million Friday gross was followed by $11.5 million Saturday, indicating strong word of mouth. Nikki Rocco, president of domestic distribution for Universal Pictures, says the film may have the same long legs as Virgin, which opened in August 2005 to $21.4 million and earned $109.2 million by December.

"We have great exit polls," Rocco says. "We're hoping it's the summer sleeper."

Shrek the Third finished third with $26.7 million. The film trails its predecessor by about $60million at this point.

"It's difficult for a franchise to maintain equal momentum through the third picture, so it's not surprising that these major sequels are grossing less than their predecessors, even if they open better," says Brandon Gray of BoxOfficeMojo.

Spider-Man 3 continued its freefall with $7.5million in its fifth weekend. Until Pirates, Spider-Man 3 had the biggest one-week drop from its record $151 million opening, 60%.

"This is what happens today in the U.S. market," says Chuck Viane, Disney's president of distribution. "Our job is to get as many seats available opening weekend as we can. We really don't turn people away anymore, so you expect drops like this. They've become the norm."

Gregg Kilday, film editor for The Hollywood Reporter, agrees. "The strength and weakness of the three sequels is that their business has been very front-loaded. What they may be lacking is a certain repeat business, but that business may show up when people buy the DVD."

Kevin Costner's serial killer film Mr. Brooks opened in fourth place, just ahead of the webslinger, with an estimated $10 million.

Final numbers are due today. (c) Copyright 2005 USA TODAY, a division of Gannett Co. Inc.