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Advice & Analysis: Weekly Tracking

Advice & Analysis: Reviews

March 27, 2007

EARLY WEEKEND PREVIEW: 'Blades' to Edge 'Robinsons'; 'Lookout' w/Great Reviews, but Little Business

by Steve Mason

It's a Blades vs. Robinsons shootout this weekend (March 30-April 1) at America's multiplexes. Paramount's Blades of Glory allows funnyman Will Ferrell to lampoon yet another world. He's taken on TV news (Anchorman), NASCAR (Talladega Nights) and now the world of figure skating. It's hard to overestimate Ferrell's appeal with men.

2001 -- Zoolander, $15.5 million opening/$45.2 million cume
2003 -- Old School, $17.4 million opening/$75.6 million cume
2004 -- Anchorman, $28.4 million opening/$85.2 million cume
2006 -- Talladega Nights, $47 million opening/$148.2 million cume

These are movies that guys love. We quote them regularly. Who among us hasn't called for "earmuffs," or joked about playing the jazz flute ("Hey, Aqualung"), or exclaimed, "I'm in a glass case of emotion," or prayed to "Baby Jesus" or talked about "break-dance fighting." (I could go on and on.) For the average 18-45 year old male, Will Ferrell walks on water. He's taken a stab with family movies, and scored there too.

2003 -- Elf, $31.1 million opening/$173.4 million cume
2006 -- Curious George, $14.7 million opening/$58.3 million cume

Of course, there was that forgettable 2005 for Ferrell:

2005 -- Kicking & Screaming, $20.1 million opening/$52.8 million cume
2005 -- Bewitched, $20.1 million opening/$63.3 million cume
2005 -- Winter Passing, $28,000 opening/$107,000 cume
2005 -- The Producers, $154,000 opening/$19.4 million cume

Even that year, however, was nearly saved by a goofy cameo in Wedding Crashers ($33.9 million opening/$209.2 million cume). As demonstrated by his Golden Globe nomination last year for Stranger Than Fiction ($13.4 million opening/$40.4 million cume), Will is interested in doing serious work. Thankfully, Blades of Glory is pure comedy in the weird Ferrell tradition. This time, he's been paired up with Napoleon Dynamite star Jon Heder, and the result is a film that is tracking like a monster.

Blades
will enter the weekend with a double-digit First Choice number, and my sources tell me that this is a four-quadrant movie. That means that the film will draw from Males Under 25, Males Over 25, Females Under 25 and Females Over 25 -- double digits across the board. In case you haven't heard, women of all ages dig figure skating, so don't be surprised if your Mom sees this picture on opening weekend. There is no way that it debuts with less than $35 million, and I say the smart money is on Paramount getting this picture into the $40 million range for its opening weekend.

The other blockbuster landing on Friday is Buena Vista’s Meet the Robinsons. Disney knows how to do animation, and this one has the added plus of having been shot in Digital 3-D. It's based on a popular children's book, and sounds like a sweet story. An orphan boy, Lewis, invents a machine called a "memory scanner" to help him find his birth mother, but the device is stolen by a heavy known as "The Bowler Hat Guy." Along comes Wilbur Robinson, who takes Lewis for a ride in his time machine to catch the bad guy.

Director Stephen J. Anderson drew inspiration from an unlikely source. Bill Joyce, who illustrated the original children's book, recommended that Anderson look at Frank Capra's Best Picture-winning You Can't Take It With You (based on the George S. Kaufman/Moss Hart Pulitzer Prize-winning play). Hence, Meet the Robinsons is filled with lovable oddballs that echo those in the classic play and movie.
Of course, the kids that show up at the multiplex this weekend will not be talking about Kaufman, Hart or even Anderson for that matter.

As always, tracking is incredibly unreliable when it comes to kiddie pics. The tracking services just don’t accurately survey kids and tweens. Still, tracking figures are very healthy here, and, unlike with TMNT this past weekend, parents are more likely to buy a ticket for and enjoy Meet the Robinsons. Realistically, this picture could come in anywhere from $25-$45 million, which is a huge range, but I'll have a better feel by Thursday's Weekend Tracking article. For now, I think Blades will win the weekend and Robinsons will be a strong second, with both movies in the $30-$45 million range.

It's hard to say what impact Digital 3-D will have on Robinsons. At theatres with Disney Digital 3-D, the film will probably generate as much as three times the per-theatre average as conventional houses. Disney is claiming that between 600-700 locations are now equipped with the system, but some in the industry doubt this claim. Last Halloween, Tim Burton's 1993 The Nightmare Before Christmas opened at 168 locations with Disney Digital 3-D and scored approximately $8 million. If Disney really does have 700 locations with 3-D, it could give the movie a substantial boost (although the vast majority of the country will have to settle for 2-D).

The other new release this weekend is The Lookout (Miramax). Joseph Gordon-Levitt is a terrific actor who I've had the pleasure of interviewing several times over the years. As a kid, he was fantastic in the underrated Angels in the Outfield and excellent in Robert Redford's A River Runs Through It. Then came Third Rock From the Sun on NBC, which, to some degree, typecast him as a quirky, comic actor. At the 2005 Sundance Film Festival, I saw him in two amazing performances. He was brilliant in Gregg Araki’s Mysterious Skin, and just as good in the teen noir Brick. Needless to say, I'm a fan, and I believe that this guy has the potential to be one of the great actors of his generation. He's gifted and fearless about the roles he chooses. That makes him someone to follow.

Unfortunately, I'm told that The Lookout is a tracking disaster. Awareness for this picture, opening on about 1,000 screens on Friday, is very low. It's too bad, because reviews are coming in very positive. Writer and first-time director Scott Frank (he wrote Out of Sight) has given Gordon-Levitt a fascinating role -- a brain-damaged janitor who becomes part of a bank heist plot -- but it would be a miracle for this little pic to top $4 million for the weekend. It's best shot for success is to ride great reviews to a nice PTA showing, which will entice Miramax to muster an expansion.

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Posted at 09:55 AM in Advice and Analysis, Steve Mason, The Hollywood Independent, Weekly Tracking | Permalink

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Comments

Rob

Mase,

Why should we believe you on your prediction of Meet the Robisons? 25 to 45 mill? Right, just like Charlotte's Web. Remember that Mase?

I am just joshin ya. Seriously, what makes this assumption about the tracking any more "realistic" than you debuckle of forecast for Charlotte's Web? B/c that totally ruined me last season.

Either way I hope you are right and Meet becomes the new Happy Feet. However, I did feel better about my chances before this tracking column.

Posted by: Rob | March 27, 2007 at 08:49 AM

friskytiger81

Rob,
Here's why "Meet the Robinsons" will do better than "Charlotte's Web".

1. Not in a loaded Christmas season where there is a lot of competition (if you remember, "A Night at the Museum" (also PG) came out the following week). "Robinsons" has some competition in the PG-13 "Blades of Glory" and next week's "Firehouse Dog" & "Are We Done Yet?", however both are for kids/young adult's, but "Robinsons" is the last animated flick of the season. Main idea: There's not much coming out for the kiddies in April and not until May will Spiderman 3 and Shrek suffice the little ones. So, this almost has a month to breathe.

2. "Disney", not Paramount/Nickelodeon. Disney is a powerful brand name. With kids, it's the top-dog, no matter how many bad animated junk they've come out with in the recent past. Rely on the "new" Disney brand to become a little more like yesteryear, when they were producing "Little Mermaid", "The Lion King" and "Aladdin", not that "Meet the Robinsons" is that.

3. Disney Digital 3-D. As Mason has reported, it should be (arguably) in 700 theaters. They're charging $2 more for keepsake 3-D glasses per ticket and the idea should sell more tickets alone. Think of a lesser version of what IMAX has done for recent films by boosting ticket sales. However, this game doesn't count IMAX numbers in initial box-office grosses, but because Disney is installing the technology in regular theaters with digital projection, you get the benefit of that presumed additional grosses.

Posted by: friskytiger81 | March 27, 2007 at 09:17 AM

Steve Mason

Damn. Tough crowd.

In fairness, the whole industry got fooled by CHARLOTTE'S WEB, but Rob makes a fair point. Industry tracking, as I say whenever I write about kiddie pics, is unbelievably unreliable because it's difficult to survey kids.

I'd like to also point out that I'm wrong on a regular basis here. There's no reason to get hung up on CHARLOTTE'S WEB. As recently as last week, I called for a HILLS HAVE EYES 2 upset of TMNT because of an end of week surge in tracking.

If I was right every week ....or if anybody was right every week for that matter....we wouldn't have much of a game. The only rule that is always in effect in the movie business is "Nobody knows nothin'."

- Mase

Posted by: Steve Mason | March 27, 2007 at 01:12 PM

friskytiger81

Steve,
I might be jumping the gun, but what about the PTA race for 3/30? Oscar-nominee, Susanne Bier's "After the Wedding" is releasing limited (less than 10 theaters) and could present some competition to the what looks-to-be high openings of "Blades of Glory" and/or "Meet the Robinsons". What do you think? Could "After the Wedding" be the new "The Namesake"?

Posted by: friskytiger81 | March 27, 2007 at 07:54 PM

tuan69

Oh Steve oh Steve!

How does tracking actually work?

Do you industry people just send out surveys and stuff??

If so, how big is the sample size?

Posted by: tuan69 | March 27, 2007 at 10:41 PM

Kimberly

Meet the Robinsons could do really well. This is spring break week for a lot of the kiddies and usually that means taking the kids to the movies.

Posted by: Kimberly | March 28, 2007 at 10:58 AM

Mr. X

"Damn. Tough crowd" STEVE MASON IS AN IMPOSTER!!! I highly doubt that Steve Mason's e-mail address is megproductions@hotmail.com. Stop trying to trick these posters into believing that Steve Mason actually cares about what they write. If there's anyone I trust less than Steve Mason...it's an imposter Steve Mason.

Posted by: Mr. X | March 28, 2007 at 11:04 AM

Steve Mason

No, this is Steve Mason. I do care.... a little.

Industry tracking is performed by several companies. I believe that Nielsen's research is the most heavily relied upon in the industry.

The sample size isn't necessarily large, but new figures are released every day. It is a constantly rolling average.

There are 3 major statistical categories. There is Total Awareness (percentage of people who know about the film), Definite Interest (percentage of people who know about the film and are interested in seeing it), and First Choice (people who know about the film and want to see a particular film more than any other).

Those 3 categories are further broken down into 4 demos or quadrants - Males Under 25, Males Over 25, Females Under 25 and Females Over 25.

The numbers are good. The interpretation is an art. I generally rely on studio contacts to provide me with the interpration of the numbers.

Amazingly, people who have been doing nothing but analyzing tracking fior years can still be fooled. But, I have a high degree of confidence that BLADES will be #1 and ROBINSONS will be #2 this weekend.

Mase

Posted by: Steve Mason | March 29, 2007 at 11:10 PM

Mr. X

Mr. Steve Mason, I humbly apologize sir. I just never thought that "the Mase" would read these message boards. For this reason, I promise to stop slamming your weekend predictions (even if they are usually off)

Posted by: Mr. X | March 30, 2007 at 12:46 PM

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