Fire knowing is not all about attracting the audience to the multiplex, and Hollywood teaches the lesson the hard way this summer with a series of bad results and restarts. The so-called franchise fatigue led the weekend with the releases of "Men in Black: International" and "Shaft."
The script may have been on the wall after neither an X-Men movie ("Dark Phoenix") nor a Godzilla movie ("Godzilla: Monster's King") could get movie-happy enthusiastic enough to show. But this weekend, down over 50 percent from last year, is the worst yet.
"This was a tough weekend," says Comscore senior media analyst Paul Dergarabedian. "We've had some big franchises that don't resonate with the audience or critics."
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And there is a common denominator between all the latest disappointments: Bad reviews. All four have been certified "rat" on Rotten Tomatoes.
"Men in Black: International" took the 1st place in North America, but it is a questionable distinction for Tessa Thompson and Chris Hemsworth-led restart, which is not. It was not exactly the franchise revitalization that hoped to be. Sony Pictures on Sunday estimates that F. Gary Gray-directed movie only earned $ 28.5 million over the weekend against a reported $ 110 million production budget. The three previous "Men in Black" films have all opened to over $ 50 million, which do not account for inflation.
However, the international audience helps the bottom line with the movie, which earns $ 73.7 million from 36 markets and brings the global total to $ 102.2 million.
The weekend's second major new release, "Shaft", which introduces another generation to the franchise, couldn't even cut a place in the top five, which was mostly populated by holdovers.
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"The Secret Life of Pets 2" got 2nd place in his second weekend with $ 23.8 million. Disney's "Aladdin", now weekend four, took third with $ 16.7 million. "Dark Phoenix" placed fourth with $ 9 million and "Rocketman" coasted to fifth with $ 8.8 million.
"Shaft", a Warner Bros. release, placed sixth on the charts with a disappointing $ 8.3 million.
Directed by Tim Story, "Shaft" includes Samuel L. Jackson, representing his role almost 20 years ago and Jessie T. Usher as his son. It was made for about $ 30 million.
Although critics did not praise the film, the audience that appeared (54 percent of them women) was more enthusiastic and gave the film an A CinemaScore.
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Even some originals had a hard time at the weekend. Amazon Studios extended its Mindy Kaling and Emma Thompson comedy "Late Night" as it acquired the North American rights for a $ 13 million Sundance record to 2,220 theaters, earning $ 5.1 million.
"The real bright spots have been the smaller Indians," said the Mega-Dadian. "We are thinking of the summer as a blockbuster season, but it has become an indie movie season."
Jim Jarmusch's stellar zombie comedy "The Dead Do Not Die" survived mostly his mixed reviews and opened for $ 2.35 million from 613 sites.
Documentaries such as "Echo in the Canyon" and "Pavarotti" have made a modest limited edition brand, and the acclaimed drama "The Last Black Man in San Francisco" expanded to 36 sites and earned $ 361,120. It will be expanded further next weekend.
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But the marketplace hurts and it's not a problem with the weekend, which last year saw "Incredibles 2" open to over $ 182 million, but with the big movies themselves.
The disappointments have come mainly from "movies that just don't deliver", according to Dergarabedian.
But it is too simplistic to fail all franchises, and next weekend the marketplace will sing another song when "Toy Story 4" opens.
"Toy Story 4" is going to delete the memory of this very tough weekend, "Dergarabedian said.
Estimated ticket sales for Friday to Sunday at US and Canadian theaters, according to Comscore. latest international numbers from Friday to Sunday also included Final domestic numbers released Monday
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1 "Men in Black: International", 28, $ 5 million ($ 73.7 million)
2. "The Secret Life of Pets 2," $ 23.8 million.
3. "Aladdin," $ 16.7 million.
4. "Dark Phoenix", $ 9 million.
5. "Rocketman", $ 8.8 million.
6. "Shaft", $ 8.3 million.
7. "Godzilla: Monsters Kong, "$ 8.1 million.
8." John Wick: Chapter 3 – Parabellum, "$ 6.1 million.
9." Late Night, "$ 5.1 million.
10." Ma " , $ 3.6 million.