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Weekend Box-Office: June 18-20, 2010

06.20.2010


WEEKEND BOX-OFFICE

Best Pixar opening...ever!!!

TOY STORY 3 was the 11th Pixar movie and it was the 11th Pixar movie to open at the #1 spot. Not too shabby. Oh, it also became the highest-grossing opener for Pixar of all-time, with $109M in its first three days, which shattered the old THE INCREDIBLES record, which stood at $71M. Of course, this film benefited from the ol' 3D trend as well, as 60% of its revenues were derived from 3D screens. For those wondering where the film places in terms of "largest openings of all-time", it's actually in 10th place on the overall list, which is headed by THE DARK KNIGHT ($158M), SPIDER-MAN 3 ($151M) and NEW MOON ($143M). In terms of animated movies, only SHREK 3 opened with more scratch, with $122M and in 6th place on the overall list.

Last week's #1 movie, THE KARATE KID (which already has a sequel planned, natch!), continued on a good pace, sticking around in 2nd place while adding another $29M to its coffers, which have already surpassed the $100M mark (oh and did I mention, the film only cost $40M to produce?). THE A-TEAM also didn't drop as horribly as we might have imagined, and is actually picking up some great reviews on MOVIE FAN CENTRAL (10 reviews with an average rating of 8.4/10). Maybe the positive "word of mouth" pushes the film into profitability? (unlike KARATE KID, this film cost $110M to put together).

I'm not sure how PRINCE OF PERSIA managed the smallest drop of the weekend (losing only 18% of its audience from last week), but it added another $5M to its total this week, bringing its grand total to $80M, which is still pretty far off from the film's cost of $200M. GET HIM TO THE GREEK, on the other hand, has already made a profit, as it closes in on the $50M mark, while only costing $40M to produce.

As for Megan Fox's most recent film, JONAH HEX, well, let's just say that I'll be very curious to see what other big "commercial movie offers" Fox gets after this bomb, as well as JENNIFER'S BODY from last year (not to mention her getting dumped from TRANSFORMERS 3). I guess she didn't learn anything from the Katherine Heigl debacle, eh? Never a smart move to take shots at the people who make you what you are, girlfriend. Never believe your own hype. Talent and looks are one thing, but LUCK is also a major factor in Hollywood, and when you're taking potshots at those who've helped you achieve your success, somehow I don't think others will see you as a potentially great candidate for their next project. There are a ton of "pretty faces" in California.

The two films that got knocked from the top 10 this week include SEX AND THE CITY 2 ($90M) and SPLICE ($15M). It's to note that the original SEX AND THE CITY movie made $153M, and the sequel apparently cost about $100M to produce. Thankfully, I would assume that this disappointing sequel will put the kibosh on any probable sequels, at least in the short-term. Or maybe they'll "re-boot" it with 4 high school sluts or something...

Next week, we've got an early release for KNIGHT & DAY, the film starring Tom Cruise and Cameron Diaz, which will be opening on Wednesday, as well as the awful looking GROWN UPS, which will open on Friday and tank, in my humble opinion. I wish Sandler and the boys had spent more time working on that movie's script, rather than all of the promotion they've been doing for the film over the past few weeks. And I'm still waiting for Chris Rock, whom I adore as a stand-up comic, to be in a really really good movie one day! Still waiting. This week's question is pretty straightforward: Which movie would you rather see next week, KNIGHT & DAY or GROWN UPS? VOTE HERE!!!

1. Toy Story 3 $ 109 Million
NEW
2. The Karate Kid $ 29 Million $ 106.3 Million
3. The A-Team $ 13.8 Million $ 49.8 Million
4. Get Him to the Greek $ 6.1 Million $ 47.8 Million
5. Shrek Forever After $ 5.5 Million $ 222.9 Million
6. Prince of Persia:... $ 5.3 Million $ 80.5 Million
7. Killers $ 5.1 Million $ 39.4 Million
8. Jonah Hex $ 5.1 Million
NEW
9. Iron Man 2 $ 2.7 Million $ 304.8 Million
10. Marmaduke $ 2.7 Million $ 27.9 Million

ACCESS BOX-OFFICE ARCHIVES HERE

Extra Tidbit: So far, we have 8 TOY STORY 3 reviews on Movie Fan Central and 7 of them give the film 10/10, while the other review gives it 9/10. Like wow!

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1:11AM on 06/22/2010

Two words for Megan Fox:

Hammer time. It's just around the corner baby! You've got a hot bod, but you can't act. No way you're going to last in Hollywood. $5.1 million opener is pathetic!
Hammer time. It's just around the corner baby! You've got a hot bod, but you can't act. No way you're going to last in Hollywood. $5.1 million opener is pathetic!
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1:37PM on 06/21/2010

rofl

mebishop2001> you aren't even right about the split being 50/50... every studio essentially "leases" their movies out to theatres at a set rate. Generally the studios take 80% of the first week's box office take, and then it tapers down...by the fourth week, when the ticket sales are much lower anyway, the theatre will get a bigger share....this does not equate to 50/50.

p.s. to Joblo> not surprised that Prince of Persia had the smallest drop. Unlike the critics, most general viewers
mebishop2001> you aren't even right about the split being 50/50... every studio essentially "leases" their movies out to theatres at a set rate. Generally the studios take 80% of the first week's box office take, and then it tapers down...by the fourth week, when the ticket sales are much lower anyway, the theatre will get a bigger share....this does not equate to 50/50.

p.s. to Joblo> not surprised that Prince of Persia had the smallest drop. Unlike the critics, most general viewers suprisingly enjoyed the film and I think good word of mouth started to overwhelm what the critic's were saying!
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3:38AM on 06/21/2010

FOR CHRIST SAKE ...

... mebishop2001 - if I have 10 mil. $ and I make a movie, and that movie EARNS 40 mil $ on BO, then the movie EARNED THAT AMOUNT OF MONEY no matter how I split that 40 mil later!!!! Get it? 10 in, 40 out! Simple as that. P.S. You're not getting your cut no matter what. :)
... mebishop2001 - if I have 10 mil. $ and I make a movie, and that movie EARNS 40 mil $ on BO, then the movie EARNED THAT AMOUNT OF MONEY no matter how I split that 40 mil later!!!! Get it? 10 in, 40 out! Simple as that. P.S. You're not getting your cut no matter what. :)
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4:23AM on 06/21/2010
Dark Knight, the point was not what Get Him To The Greek earned, but Joblo's assertion that it had ready turned a profit.
Dark Knight, the point was not what Get Him To The Greek earned, but Joblo's assertion that it had ready turned a profit.
2:19AM on 06/21/2010

Dr. Samuel Johnson's right about Olson Johnson being right.

Mebishop should have been nicer, but the split is still around 50/50 between theatres. Yes, these lines blur with 3D surcharges (and even then, RealD versus Imax) and the frontloaded profit schemes (studios will demand 75%-95% of the first two weekends). As prints & advertising costs climb, that's another point to consider. Even after these intricacies, however, it is still disingenuous to assume that GET HIM TO THE GREEK has made a profit based on cost versus box office gross. The 50/50
Mebishop should have been nicer, but the split is still around 50/50 between theatres. Yes, these lines blur with 3D surcharges (and even then, RealD versus Imax) and the frontloaded profit schemes (studios will demand 75%-95% of the first two weekends). As prints & advertising costs climb, that's another point to consider. Even after these intricacies, however, it is still disingenuous to assume that GET HIM TO THE GREEK has made a profit based on cost versus box office gross. The 50/50 average is pretty common knowledge, and I was aware of it even before I became a theatre manager and dealt with it as part of my business. While JoBlo may argue that the site hasn't the room to go into accounting details, still, it needn't misinform. Prefuse is not quite wrong - theatres make more than 10%, but that's still not enough to run a theatre, which is why concessions are so high. (Note that I am not holding the site's integrity to task based only on a small error. This site's great.)

As for Toy Story 3, I'm very pleased at the result, for several reasons - it's nice to finally have a bona fide hit this summer after several weak weekends, and I'm thrilled to see a legitimately *good* film (reportedly)get the success it deserves. I hope I get to see it soon.
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1:48PM on 06/21/2010
Hey Donnacha,
since you're a theatre manager, I guess you are best to find out about the whole cut...
but my understanding was that every studio essentially "leases" their movies out to theatres at a set rate. Generally the studios take 80% of the first week's box office take, and then it tapers down...by the fourth week, when the ticket sales are much lower anyway, the theatre will get a bigger share. But this scheme given that movie ticket sales are usually very front-loaded, never really
Hey Donnacha,
since you're a theatre manager, I guess you are best to find out about the whole cut...
but my understanding was that every studio essentially "leases" their movies out to theatres at a set rate. Generally the studios take 80% of the first week's box office take, and then it tapers down...by the fourth week, when the ticket sales are much lower anyway, the theatre will get a bigger share. But this scheme given that movie ticket sales are usually very front-loaded, never really equates to 50/50
1:43AM on 06/21/2010

Re: box office

Mebishop was being very rude, but he's actually pretty much correct. The general rule of thumb has always been that theaters retain roughly half of a film's intake. Sometimes studios work out different deals, but rarely. Usually the opening weekend the studio will earn a higher percentage than the theaters, but over time, each week, that number changes, so by the end of a film's run it averages out to a 50/50 split. That's theaters' incentives for keeping movies in - that's why The Hangover
Mebishop was being very rude, but he's actually pretty much correct. The general rule of thumb has always been that theaters retain roughly half of a film's intake. Sometimes studios work out different deals, but rarely. Usually the opening weekend the studio will earn a higher percentage than the theaters, but over time, each week, that number changes, so by the end of a film's run it averages out to a 50/50 split. That's theaters' incentives for keeping movies in - that's why The Hangover stuck around so long. People were still seeing it and the theaters were retaining more of a percentage.

However, obviously if a movie is very front-loaded then the studio walks away with a bigger slice of the pie. The Karate Kid is a definite success, but he's right, as of now it's only turned them a little bit of a profit. When you factor in advertising it's possible they're still a bit behind, but it'll have some legs and international business.
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12:14AM on 06/21/2010

50/50 SPLIT BETWEEN STUDIOS AND THEATERS

JOBLO -- PLEASE FIGURE OUT THAT A MOVIE HAS TO MAKE ABOUT TWICE ITS BUDGET TO BREAK EVEN. THE KARATE KID, WITH A $40 MILLION BUDGET, HAS TO MAKE ABOUT $80 MILLION TO BREAK EVEN. THE THEATERS KEEP ABOUT 50% OF THE GROSS. SO PLEASE STOP ACTING SO IGNORANT, SAYING KARATE KID HAS MADE $100M BUT ONLY COST $40M. THAT MEANS SONY HAS MADE $10M SO FAR, NOT COUNTING FOREIGN. THANK YOU.
JOBLO -- PLEASE FIGURE OUT THAT A MOVIE HAS TO MAKE ABOUT TWICE ITS BUDGET TO BREAK EVEN. THE KARATE KID, WITH A $40 MILLION BUDGET, HAS TO MAKE ABOUT $80 MILLION TO BREAK EVEN. THE THEATERS KEEP ABOUT 50% OF THE GROSS. SO PLEASE STOP ACTING SO IGNORANT, SAYING KARATE KID HAS MADE $100M BUT ONLY COST $40M. THAT MEANS SONY HAS MADE $10M SO FAR, NOT COUNTING FOREIGN. THANK YOU.
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12:48AM on 06/21/2010
@mebishop2001, I don't pretend to know how Hollywood accounting works in detail, and neither should you, but the "rule of thumb" has always been that when a film can, AT LEAST, break even with its domestic budget, then that's a good sign (and vice-versa).

We're running a little movie fansite here, and within the space provided, I'm obviously not gonna get into the international receipts, the home video revenues, TV licensing, merchandising or any splits that the studio may have signed up
@mebishop2001, I don't pretend to know how Hollywood accounting works in detail, and neither should you, but the "rule of thumb" has always been that when a film can, AT LEAST, break even with its domestic budget, then that's a good sign (and vice-versa).

We're running a little movie fansite here, and within the space provided, I'm obviously not gonna get into the international receipts, the home video revenues, TV licensing, merchandising or any splits that the studio may have signed up for, with other studios and such.

Secondly, we don't mind people disagreeing or bitching about articles on our site, but you should learn to RESPECT others, if you want to be respected back. No need to call me "ignorant", tough guy, especially since you're also VERY WRONG since a lot of other things go into a film's profitability that neither you or I know about. We're just trying to follow the basic "rule of thumb" here. Is that okay with you? PS: STOP SCREAMING!!!

[link]
1:40AM on 06/21/2010
Actually, the theatre keeps only 10% of every ticket sold which is why concession prices are so high. It's really the only way a theatre can profit. So your CAPSLOCK rant is pointless.
Actually, the theatre keeps only 10% of every ticket sold which is why concession prices are so high. It's really the only way a theatre can profit. So your CAPSLOCK rant is pointless.
1:44PM on 06/21/2010
Good reply JoBlo!
As I posted above, my understanding is that theatres take a more even cut as the weeks pass by, given that most movies are front-loaded in viewership, this rarely equates to 50/50...movies like Titanic and Avatar that have great "legs" end up being definitely more profitable for theatres, but we can never know unless we knew the lease contract the studio made with the theatres. Each movie is negotiated, for example, from what I am told, the Star Wars prequels had 100% of
Good reply JoBlo!
As I posted above, my understanding is that theatres take a more even cut as the weeks pass by, given that most movies are front-loaded in viewership, this rarely equates to 50/50...movies like Titanic and Avatar that have great "legs" end up being definitely more profitable for theatres, but we can never know unless we knew the lease contract the studio made with the theatres. Each movie is negotiated, for example, from what I am told, the Star Wars prequels had 100% of first week tickets sales to the studios and theatres got ZIPPO!
11:55PM on 06/20/2010
Awesome. Quite the beautiful film and a great watch as well. Perfect combination, in my mind. End had me tied up in tears, of happiness, sadness, regret, love, etc...

Thankfully, Pixar includes a reason to stay during the credits so my eyes had time to dry...
Awesome. Quite the beautiful film and a great watch as well. Perfect combination, in my mind. End had me tied up in tears, of happiness, sadness, regret, love, etc...

Thankfully, Pixar includes a reason to stay during the credits so my eyes had time to dry...
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+2
11:54PM on 06/20/2010
This is great news! The movie deserves unlike other crappy and unnecessary sequels ehem....Shrek. Today I saw it for the 2nd time and it was just as good. Will probably see it one more time. This is exactly what the summer needed
This is great news! The movie deserves unlike other crappy and unnecessary sequels ehem....Shrek. Today I saw it for the 2nd time and it was just as good. Will probably see it one more time. This is exactly what the summer needed
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+4
11:04PM on 06/20/2010

Awesome!!!!!!

I'm so happy that Toy Story 3 made this much I saw it opening night an plan on seeing it several more times in theaters.... GO PIXAR GO!!!!!!!!!!
I'm so happy that Toy Story 3 made this much I saw it opening night an plan on seeing it several more times in theaters.... GO PIXAR GO!!!!!!!!!!
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10:27PM on 06/20/2010
Not too shabby of an opening for Toy Story 3, kinda expected a bigger opening, but you cant hate on a 100 mil opening either way, I plan to see it tomorrow. Good to see Karate Kid & A_team not dropping too much, so glad Jonah Hex bombed cuz dat movie looked like shit anyway. Really looking forward to Knight & Day. 4 years between a big summer movie with Tom Cruise is too long.
Not too shabby of an opening for Toy Story 3, kinda expected a bigger opening, but you cant hate on a 100 mil opening either way, I plan to see it tomorrow. Good to see Karate Kid & A_team not dropping too much, so glad Jonah Hex bombed cuz dat movie looked like shit anyway. Really looking forward to Knight & Day. 4 years between a big summer movie with Tom Cruise is too long.
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9:54PM on 06/20/2010
According to BO Mojo, SATC 2's worldwide gross currently stands @ $247,374,000 so we may not be safe from another sequel after all... I'm actually glad Jonah Hex bombed, that movie looked horrible, and I hope Megan Fox will finally settle into the proper niche for her "talents" - PORN.
According to BO Mojo, SATC 2's worldwide gross currently stands @ $247,374,000 so we may not be safe from another sequel after all... I'm actually glad Jonah Hex bombed, that movie looked horrible, and I hope Megan Fox will finally settle into the proper niche for her "talents" - PORN.
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10:28PM on 06/20/2010
See before you judge it! It wasn't that damn bad. Nothing amazing, but totally watchable.
See before you judge it! It wasn't that damn bad. Nothing amazing, but totally watchable.
+1
9:28PM on 06/20/2010
Yay for Pixar, I cant believe they never broke $100 million opening weekend before.
Yay for Pixar, I cant believe they never broke $100 million opening weekend before.
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9:30PM on 06/20/2010
You have to figure that a lot of people consider any animated film to be a kiddie flick and avoid them because they are too "cool" to see a kid movie. Fuck those people.
You have to figure that a lot of people consider any animated film to be a kiddie flick and avoid them because they are too "cool" to see a kid movie. Fuck those people.
9:05PM on 06/20/2010

Megan Fox's most recent film?

C'on guys, any film that opens against TOY 3 will be detroyed. And Jonah Hex is crap, and WB didn't care about the movie. You can like her or not but it's not Megan's failure by any means.
And yes... TOY STORY 3 is great and deserves even more $$$$. This one and KICK-ASS are my top of 2010.
C'on guys, any film that opens against TOY 3 will be detroyed. And Jonah Hex is crap, and WB didn't care about the movie. You can like her or not but it's not Megan's failure by any means.
And yes... TOY STORY 3 is great and deserves even more $$$$. This one and KICK-ASS are my top of 2010.
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10:30PM on 06/20/2010
Agree about this not being Fox's fault. Why isn't anyone blaming the lead, Josh Brolin?

Please don't misunderstand that either, it's not his fault, but why is everyone blaming her when she's in the film for 15 minutes or so?
Agree about this not being Fox's fault. Why isn't anyone blaming the lead, Josh Brolin?

Please don't misunderstand that either, it's not his fault, but why is everyone blaming her when she's in the film for 15 minutes or so?
9:02PM on 06/20/2010
I think we all knew Toy Story 3 would be number one but I am glad it banked as much as it did. I was just about as excited to see this as I was The Dark Knight and both exceeded expectations. I would love to see more Toy Story however let this be the last feature film and give us some shorts featuring these characters. I will never get sick of them. Buzz, Woody, Rex, Mr. Potato Head, and Hamm are to CG animation as Mickey, Donald, Goofy, and Pluto are to 2D animation.
I think we all knew Toy Story 3 would be number one but I am glad it banked as much as it did. I was just about as excited to see this as I was The Dark Knight and both exceeded expectations. I would love to see more Toy Story however let this be the last feature film and give us some shorts featuring these characters. I will never get sick of them. Buzz, Woody, Rex, Mr. Potato Head, and Hamm are to CG animation as Mickey, Donald, Goofy, and Pluto are to 2D animation.
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9:28PM on 06/20/2010
Just found out from IGN that they will indeed be in a short that will play before Cars 2. I know a lot of people disliked Cars, but even if it was a feature I didn't want to see, I would pay the ticket price just to see the short.
Just found out from IGN that they will indeed be in a short that will play before Cars 2. I know a lot of people disliked Cars, but even if it was a feature I didn't want to see, I would pay the ticket price just to see the short.
7:46PM on 06/20/2010
Today is a good day for the box office. The Toy Story franchise/trilogy is awesome and deserves all the credit and success it is getting. Good for Toy Story, Pixar, and everyone else involved.
Today is a good day for the box office. The Toy Story franchise/trilogy is awesome and deserves all the credit and success it is getting. Good for Toy Story, Pixar, and everyone else involved.
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7:08PM on 06/20/2010

Good for Pixar

Toy Story 3 was a wonderful film, and Pixar has killed for so long. I have a feeling TS3 is going to take down Shrek 4 this summer, and might actually be one of the top earners of 2010. Animated films tend to have longer legs than live-action films so I'm thinking this flick will go far.
Toy Story 3 was a wonderful film, and Pixar has killed for so long. I have a feeling TS3 is going to take down Shrek 4 this summer, and might actually be one of the top earners of 2010. Animated films tend to have longer legs than live-action films so I'm thinking this flick will go far.
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6:39PM on 06/20/2010
I couldn't be happier for Pixar! TS3 is one of their best, if not the absolute best, and this movie desrves every bit of money it just got.

As for "Jonah Hex", the marketing for that film was awful. Did the studio honestly expect a success with such abyssmal and half-assed publicity? It's also not as terrible as I was expecting. Not amazing, but fun, with some decent special effects.

As for "Grown Ups", it looks awful. I'm hoping it's better than it looks, but ma expecting the worst.
I couldn't be happier for Pixar! TS3 is one of their best, if not the absolute best, and this movie desrves every bit of money it just got.

As for "Jonah Hex", the marketing for that film was awful. Did the studio honestly expect a success with such abyssmal and half-assed publicity? It's also not as terrible as I was expecting. Not amazing, but fun, with some decent special effects.

As for "Grown Ups", it looks awful. I'm hoping it's better than it looks, but ma expecting the worst.
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5:51PM on 06/20/2010

Nope

Sorry, Boss-man, but 'Grown Ups' will not tank. It's perfectly timed to get some of that 'Hangover'-type business. I will be back here next week to eat crow if it doesn't do at least $30 million.

(It's also my anchor in the JoBlo Summer Movie pool, so ... Go Team Sandler!)
Sorry, Boss-man, but 'Grown Ups' will not tank. It's perfectly timed to get some of that 'Hangover'-type business. I will be back here next week to eat crow if it doesn't do at least $30 million.

(It's also my anchor in the JoBlo Summer Movie pool, so ... Go Team Sandler!)
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5:03PM on 06/20/2010
Thought toy story three was fantastic! Better then the great second and up to par with the first. Jonah hex on the other hand was not too good. it had some decent parts but the movie really needed a hard R rating and a better story/ script
Thought toy story three was fantastic! Better then the great second and up to par with the first. Jonah hex on the other hand was not too good. it had some decent parts but the movie really needed a hard R rating and a better story/ script
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4:35PM on 06/20/2010
Not good numbers at all for "Jonah Hex"
Not good numbers at all for "Jonah Hex"
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9:04PM on 06/20/2010
I wanted that movie to be good too. I really did.
I wanted that movie to be good too. I really did.
10:36PM on 06/20/2010
i'd say dats a good thing, then we wont get half assed movies based on every graphic, after the losers & Jonah Hex bombing & Kick-Ass' low gross. Really bummed about kick-ass though
i'd say dats a good thing, then we wont get half assed movies based on every graphic, after the losers & Jonah Hex bombing & Kick-Ass' low gross. Really bummed about kick-ass though
4:34PM on 06/20/2010
i knew toy story 3 would be big but not this big, but i forgot about the 3d factor. JoBlo, don't give them any ideas for a sex and the city reboot with high school girls, now that you said that i'm sure some idiot is pitching it right now
i knew toy story 3 would be big but not this big, but i forgot about the 3d factor. JoBlo, don't give them any ideas for a sex and the city reboot with high school girls, now that you said that i'm sure some idiot is pitching it right now
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4:23PM on 06/20/2010

Looks like ...

... summer is heating up. Toy Story 3 rocked, but failure of Jonah Hex doesn't surprise a bit. Weakest marketing of the year (trailer came out month before release date), unknown director, wicky-wild-west style instead of darker approach, not to mention Jonah's face doesn't look too ugly. Add Brolin and cold Megan Fox, and put it agains giant like TS3, and voila - fiasco of the summer. After Splice, this is the second hard punch to Warner this year....
... summer is heating up. Toy Story 3 rocked, but failure of Jonah Hex doesn't surprise a bit. Weakest marketing of the year (trailer came out month before release date), unknown director, wicky-wild-west style instead of darker approach, not to mention Jonah's face doesn't look too ugly. Add Brolin and cold Megan Fox, and put it agains giant like TS3, and voila - fiasco of the summer. After Splice, this is the second hard punch to Warner this year....
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2:24AM on 06/21/2010
At least with SPLICE they only picked up the distribution costs. They didn't finance the film or handle the advertising costs.
At least with SPLICE they only picked up the distribution costs. They didn't finance the film or handle the advertising costs.
4:10PM on 06/20/2010
Good for Toy Story 3, I thought it was a fantastic movie and I really hope it's the final movie because I want it to end on that nice note. Anything else would cheapen it.

As for Jonah Hex... is anyone surprised? Really?
Good for Toy Story 3, I thought it was a fantastic movie and I really hope it's the final movie because I want it to end on that nice note. Anything else would cheapen it.

As for Jonah Hex... is anyone surprised? Really?
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4:07PM on 06/20/2010
I honestly expected this to break the opening record for an animated film, but still not too shabby. Probably will have legs, too, like most Pixar movies, but with such a big opening, it may fall faster than most.
I honestly expected this to break the opening record for an animated film, but still not too shabby. Probably will have legs, too, like most Pixar movies, but with such a big opening, it may fall faster than most.
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