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Advice & Analysis: Weekly Tracking

Advice & Analysis: Reviews

September 10, 2008

FINAL WEEKEND TRACKING: Perry's 'Preys' Headed for $18M, Likely Outpacing 'Righteous Kill'; 'Burn After Reading' May Be the All-Time Biggest Coen Brothers Opening; 'The Women' Targets $7.3M!

by Steve Mason

Word around Hollywood is that tracking is unspectacular for Tyler Perry's The Family That Preys (Lionsgate) and the Al Pacino/Robert DeNiro pairing in Righteous Kill (Overture). Coming off of the worst weekend at the box office since September 2003, the movie business could use a needle of adrenaline to the heart (a la Uma Thurman in Pulp Fiction) and, although business will improve, there is probably no stealth blockbuster in the cards here.

I have learned not to underestimate Tyler Perry, and I am putting my money on The Family That Preys to win the weekend. Although he is by no means a critical favorite and, like past films, Family  has not screened for critics, Perry has a solid following. And he is continuing to make movies that feed his fan base while simultaneously working to broaden his appeal.

His new movie from Tyler Perry Studios in Atlanta is not a "fat suit comedy" like Diary of a Mad Black Woman and Madea's Family Reunion. Instead, this is a drama that intertwines two families — one black and one white — personally and in business, and it boasts Academy Award winner Kathy Bates (Misery, About Schmidt) and Oscar nominee Alfre Woodard (Passion Fish, Desperate Housewives).

The trailer and TV commercials for The Family That Preys portray a more-serious-than-usual Perry project (right down to the use of Jill Scott's edgy "Hate On Me"), but that does not necessarily spell disaster. Perry most likely knows what he is doing. His core audience is Christian, middle-class, African-American women, and this movie appears to be spot-on for that crowd (industry tracking looks solid with Females 25 Plus). It will not, however, grab the Under 25 business of his comedies, so I am predicting something in the $18 million range.

That would make this Perry's second-softest opening behind Madea's Family Reunion ($30 million), Diary of A Mad Black Woman ($21.9 million), Why Did I Get Married? ($21.3 million) and this year's Meet the Browns ($20 million), and ahead of only 2007's Daddy's Little Girls ($11.2 million). Still, given that he is attempting to reach for new fans, this would be a good opening.

It is not inconceivable that Righteous Kill could win the weekend, but I suspect it will finish at No. 2. It is hard to talk about this movie without mentioning producer Avi Lerner. According to IMDb, he has produced 214 movies in his career, many through his company, Millennium Films. In the last two years, 11 Millennium projects have reached U.S. theatres, and they are some of the worst-reviewed box-office misses in recent history:

MILLENNIUM FILMS THEATRICAL RELEASES SINCE SEPTEMBER 2006
(Includes Domestic Gross and Rating on Rotten Tomatoes)
The Wicker Man (September 2006) — $23.6 million, 15 percent Fresh
The Black Dahlia (September 2006) — $22.5 million, 34 percent Fresh
Home of the Brave (December 2006) — $52,000, 23 percent Fresh
Lonely Hearts (April 2007) — $188,000, 51 percent Fresh
King of California (September 2007) — $268,000, 62 percent Fresh
Blonde Ambition (December 2007) — $6,422, 14 percent Fresh
Rambo (January 2008) — $42.75 million, 36 percent Fresh
Mad Money (January 2008) — $20.6 million, 21 percent Fresh
Blonde and Blonder (January 2008) — $42,183, N/A (Not enough reviews)
88 Minutes (April 2008) — $16.9 million, 6 percent Fresh
War, Inc. (May 2008) — $580,000, 31 percent Fresh

It is still hard to believe that Al Pacino made the dreadful 88 Minutes (Sony) for Lerner, but now, he's following up with the as-yet-unseen Righteous Kill. Given Millennium's track record, Overture has perhaps wisely kept the picture under wraps with critics, and industry expectations are very low. How bad can a movie starring Al Pacino and Robert De Niro be? One studio exec said to me, "They aren't even good on the poster."

It is depressing to see two of the greatest stars in movie history accepting roles in below average movies for big paychecks without any regard for legacy. It's been a long time since we heard Pacino say, "Fredo, you're my older brother, and I love you. But don't ever take sides with anyone against the Family again. Ever." Since De Niro was staring into that mirror and simmering, "You talkin' to me? You talkin' to me?"  Since Pacino was leading a chant of, "Attica! Attica! Remember Attica?" And since DeNiro shadowboxed while muttering, "I'm da boss, I'm da boss." But my hunch is that a fair number of unsuspecting moviegoers will read the stars on the marquee and buy tickets this weekend, and Righteous Kill could hit $16 million.

The Coen Brothers return this weekend with their follow-up to Best Picture winner No Country For Old Men. The quirky, comic spy thriller Burn After Reading (Focus) stars Oscar winners George Clooney, Frances McDormand and Tilda Swinton, along with Academy Award nominees Brad Pitt and John Malkovich, and the reviews are very good (71 percent Fresh on Rotten Tomatoes), but Ethan and Joel have never been sure things at the box office. The success of No Country, however, has put this movie in position to be the biggest wide opening for a Coen Brothers film ever, surpassing The Ladykillers ($12.6 million) and Intolerable Cruelty ($12.5 million). I am pegging Burn After Reading for a possible $13.6 million three-day.

The other new wide release this weekend is the female-geared The Women (Picturehouse), a remake of George Cukor's 1939 classic. Despite the presence of many of the most interesting American actresses working today — Meg Ryan, Annette Bening, Eva Mendes, Debra Messing, Jada Pinkett-Smith, Bette Midler and Candice Bergen — Murphy Brown creator Diane English's feature debut will not be a Sex and the City-style box office surprise. The tracking looks good with Females 25 Plus, but $7.3 million appears to be the weekend target.

EXCLUSIVE FANTASY MOGULS PREDICTIONS FOR THE WEEKEND OF SEPT. 12-14
1. Tyler Perry’s The Family That Preys Together (Lionsgate) —
$18 million
2. Righteous Kill (Overture) — $16.1 million
3. Burn After Reading (Focus) — $13.6 million
4. The Women (Picturehouse) — $7.3 million
5. Tropic Thunder (DreamWorks/Paramount) — $5.3 million
6. The Dark Knight (Warner Bros.) — $4.2 million
7. Bangkok Dangerous (Lionsgate) — $4.1 million
8. The House Bunny (Sony) — $3.5 million
9. Traitor (Overture) — $2.1 million
10. Babylon A.D. (20th Century Fox) — $1.7 million

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Posted at 10:29 PM in Advice and Analysis, Live Weekend Estimates, Steve Mason, The Hollywood Independent | Permalink

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Comments

Alex

What if Burn after Reading makes 20 million and wins the weekend? I know a lot of people that want to see this after last years crazy (in a good way) No Country for old Man, even if Reading is not even remotely a serious movie, like Old Man was.

Posted by: Alex | September 11, 2008 at 05:15 AM

Matthew Robinson

I'm going to go see Burn After Readign this weekend as well, Righteous Kill on paper sounds like a good movie but the trailers aren't getting me excited for it. Neither is like Mr. Mason said the Millenium films logo stickered on it. I agree Tyler Perry's movie will be #1 I think it's beign sold short here, Tyler Perry is just huge in the African-American community (I'm Black myself) but personally I don't see the appeal though this seems like it will be his bets movie release....

#1 - Family That Preys 22 million

#2 - Righteous Kill 15 million

#3 Burn After Reading -12 million

Posted by: Matthew Robinson | September 11, 2008 at 12:06 PM

Stev

the marketing hasn't been good for Preys and with the market down I don't see it doing over 20M. I see around 15, and a quick exit. Burn at #2, and Kill at #3.

Posted by: Stev | September 11, 2008 at 07:48 PM

Lester Hayes

burn after reading isn't going to get close to 20 million this weekend. i say no more than 12.5

Posted by: Lester Hayes | September 12, 2008 at 08:54 AM

Vince

I'd love for "Burn after Reading" to do $20 million this weekend, but it won't happen. First, the stars here aren't bankable box-office wise. Second, there isn't too much interest outside of the Coen Brothers fanbase. I went to see "Traitor" with my mom a few days ago, and she called the trailer "the stupidest thing I've seen all year"; when I told her that the directors also made "No Country for Old Men", she replied that "they're going downhill fast". Needless to say, she really wants to see "Righteous Kill" this weekend.


Mason's numbers look very solid, again never underestimate Tyler Perry.

Posted by: Vince | September 12, 2008 at 10:59 AM

Ryan

Matt, the Millenium logo is on Rightous Kill. Not as the distribution company (Overature), but as a producing company. Interestingly the local paper had a picture from the movie in its review and credited Lionsgate (perhaps they were at the mix at some point). Anyway point being a lot of companies were involved (or at the very least perceived to be involed) and more hands in the pot generally is not a good thing. Plus perception is sometimes reality.

Posted by: Ryan | September 12, 2008 at 12:44 PM

Eddie M

Dude, if you're going to bash a movie, make sure you get the title right. It's "The Family That Preys" not "The Family That Preys Together".

Posted by: Eddie M | September 12, 2008 at 09:28 PM

friday bo

FRIDAY PM: Here are really early box office numbers for Friday, plus weekend estimates and theater counts. All will be refined and updated. Analysis coming...

1. Tyler Perry's The Family That Preys (Lionsgate) $7M Fri (2,070) ... $20M Wkd
2. Burn After Reading (Focus Features) $6.5M Fri (2,651) ... $20M Wkd
3. Righteous Kill (Overture Films) $6M Fri (3,152) ... $18M Wkd
4. The Women (Picturehouse/Warner Bros) $4M Fri (2,962) ... $12M Wkd


***************

Looks like BAR will hit US$ 20m! Go Brad and George!

Posted by: friday bo | September 12, 2008 at 11:38 PM

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