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Why are so many films underperforming this summer?

Simon Brew


The A-Team. Sex And The City 2. Robin Hood. Shrek 4. These, and more, have all fallen below expectations at the box office this summer. But what’s going on?

Published on Jun 15, 2010

Look at the box office numbers that are coming through for some of the big blockbusters of the year, and you can't help but wonder if a sea-change is in the offing.

For the past couple of years, and for the next few as well, Hollywood has contented itself with primarily giving us a collection of sequels or movies based on previously-published properties. The clamour to make a successful franchise is obvious, and as such, the movies that are heading our way - with the exception of Inception, to be fair - have been adhering to one template or another.

However, over the past few weeks, the box office hasn't quite been going in the direction that Hollywood bosses would like. It started, believe it or not, with Iron Man 2, which opened to $128.1m in the US. Staggeringly, this was regarded as a disappointment in some places, in spite of it significantly eclipsing the $98.6m the original made on its opening weekend.

However, in the run up to Iron Man 2's opening, some were predicting we were looking at an opening weekend in the States closer to $140m. There was certainly a feeling that Twilight: New Moon's $142m should be within its grasp.

And yet Iron Man 2 fell just a little short of projections. Granted, part of that may be down to the fact that it arrived in Europe a week earlier than the States, and the reviews from this side of the Atlantic weren't overly enthusiastic. But even so, there was a feeling that there was a bit more love out there for Tony Stark than the US opening weekend amounted to.

However, since its opening, Iron Man 2 has rushed its way to a worldwide gross of nearly $600m and counting, and there's certainly enough in the bank to warrant an Iron Man 3. Paramount and Marvel are hardly sobbing themselves to sleep over that kind of cash.

Elsewhere, though, the story's not quite as upbeat. Universal, for instance, was looking for a brand new franchise with its fresh take on Robin Hood, uniting Ridley Scott and Russell Crowe once more in the process. A month after it's opened in the States, it's still not crossed $100m in takings, although a solid international performance has seen the film close in on $300m in total. Don't go expecting Robin Hood 2 anytime soon, though.

The pattern of underwhelming opening weekends has been repeated, too. On paper, Shrek Forever After's $70.8m US bow is impressive. But contrast that with the $108m opening for Shrek 2 and $121.6m for Shrek The Third, and it's a disappointing number. Shrek Forever After's US take is standing at $210m right now, and again, while that's a lot of money, that's over $100m less than its predecessor in the US alone. The Christmas 2011 release of Shrek spin-off Puss In Boots has suddenly got a bit more work on its paws.

Sex And The City hasn't been immune, either. Most of us had this one marked down for a massive hit, guaranteeing SATC3 in the process. Yet, while a third film is still likely, expectations are likely to have to be dampened. Sex And The City 2 had an opening weekend in the States of $31m, a far cry from the $57m that greeted the first movie. It's currently sitting at an $84m US gross, and again, it's the non-US box office that's turning it into a bigger-than-otherwise hit.

Non-sequels haven't been doing much better. Disney's attempt to kickstart a Prince Of Persia franchise look over given that Prince Of Persia: The Sands Of Time - an expensive Jerry Bruckheimer blockbuster, remember - has banked $72m in the US to date off a disappointing $30m opening weekend (overseas has kicked in an extra $190m, which should point the film towards profit).

Fox's talking animal family movie Marmaduke opened to just $11.5m, Katherine Heigl vehicle Killers generated a $15.8m opening weekend, and even the comedies are suffering. Get Him To The Greek, for instance, took $17.5m in its first weekend, but that's a long way ahead of MacGruber, whose pitiful $4m opening US weekend has killed many Saturday Night Live movies for years to come. There seems to be little sign of a comedy breakout hit of the ilk of The Hangover this year.

Perhaps the biggest surprise has been the tepid performance of The A-Team, which has had its backside handed to it by the remake of The Karate Kid. The A-Team has racked up just $26m in weekend one against $56m for The Karate Kid, and it can't help but leave you wondering what's in store for the films ahead.

In the weeks ahead, you'd only mark Twilight: Eclipse and Toy Story 3 with any confidence as big hits. But what now of Tom Cruise/Cameron Diaz vehicle Knight & Day? Suddenly, that's looking like a massive risk (although one that may work simply because it's one of the few films relying on star power over any form of franchise). The Predators reboot, likewise, will have a fan base built in, but with the mass market seemingly less interested in blockbusters this summer, can it manage enough cash for another sequel?

Jonah Hex, meanwhile, is going to have a massive job to whip up more than $30m, especially given the weak advance word of mouth, while The Last Airbender, Grown Ups, Salt and The Sorcerer's Apprentice may just need a few more marketing dollars. And that's before we get anywhere near August's releases.

So what's happening? The usual studio line is to blame piracy, and certainly the odd staggering of some release dates is likely to be having some impact. But could - whisper it - we just be getting a little bored of, or at least less excited about, the same-old style of summer blockbuster? Perhaps the acid test for that will be Christopher Nolan's Inception, arguably the only film of the summer that has outright gamble tattooed right over it.

Could it be that, this year, cinema audiences will be less enthused by the cycle of franchises and sequels, and instead choose to back something different and original-looking with their dollars?

We'll be finding that out in July. Before then, though, you can bet that there are some interesting meetings taken place in the boardrooms of Hollywood with the arrival of every fresh set of box office numbers...

 

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Re: Why are so many films underperforming this summer?
Posted By orangewarrior 1 June 15, 2010 08:02:36 AM

Is it possible that Avatar burnt out an audience's desire to see Overblown 3D CGI Adventures for a while? There doesnt appear to be much that is fresh or new on the slate for Summer 2010, TV series are exponentially better quality productions these days, everyone & their dog has a high def home cinema, ticket prices are rising too high (esp with 3d spex-tax), and Hollywood appears to be short of charismatic big name stars at the moment. Personally speaking, there are only 2 films that im genuinely excited for this summer: Inception (despite starring DiCaprio); and Toy Story 3 (despite being a threequel) - both of these I will go to Imax and gladly pay the £14 ticket price.. everything else: Predators; A-Team; Scott Pilgrim etc etc etc.. well, im intruiged, but could more than happily wait 2 months to watch on my sofa with a cool beer in my hand.

Re: Why are so many films underperforming this summer?
Posted By mugwump 1 June 15, 2010 08:15:28 AM

I think it just reflective of the very poor quality of output from Hollywood this year. The only film that has inspired my to go the cinema is Kick Ass and that was in April. Everything else has looked pony! Inception, however, looks very interesting.

Re: Why are so many films underperforming this summer?
Posted By monomatt 1 June 15, 2010 08:32:15 AM

agree with the above posts, it's just been a very underwhelming year for summer blockbusters. Tired remakes and sequels will not suffice. In saying that i thought the A-Team was actually pretty good!

Re: Why are so many films underperforming this summer?
Posted By Feefers 1 June 15, 2010 08:41:19 AM

"The A-Team. Sex And The City 2. Robin Hood. Shrek 4. These, and more, have all fallen below expectations" ymmv but these were all coming in about as I expected, a remake of a not terrible great tv-show that was very much of a different time, a sequel to a tv series that had already told all the story it had, a reminagining and a pretty dull and drab one at that and a 4th part in a sequel trying to recapture the magic. Nope this is about how I expected these films to perform.

Re: Why are so many films underperforming this summer?
Posted By dannyrobertson 1 June 15, 2010 09:00:26 AM

Maybe this will see a return to original storytelling.

Re: Why are so many films underperforming this summer?
Posted By vole 1 June 15, 2010 09:19:15 AM

I wonder if this will play into the hands of the Scott Pilgrim movie.

Re: Why are so many films underperforming this summer?
Posted By stuxmusic 1 June 15, 2010 09:29:04 AM

I think that during summer, it's hard for people to make cinema a priority, what with holidays, the sun actually being out and saving money etc. But the thing is if they want to see it, they'll get round to it eventually. It's nothing to panic over I'd say, but I do feel like a lot of things coming out right now are a little uninspiring.

Re: Why are so many films underperforming this summer?
Posted By bobajim 1 June 15, 2010 09:37:45 AM

Yeah, I think the main problem is that most of these films are just no good. There's no Star Trek or District 9 this year. I didn't meet anyone who was excited about Robin Hood, and Shrek is coming off the back of a very poor third entry which must have shrunk it's appeal a fair amount. Same goes for SATC2, many people who saw the first one were not impressed, so just because it made a bundle of cash isn't reason enough to make a sequel if the audience felt cheated the first (or last) time round. It's a fairly solid equation: if the previous entrance sucked, the next one does poorly, eg: Matrix 1, everyone loved so they rushed to see Reloaded, they hated that so the audience disappeared for Revolutions. Same goes for Charlies Angels, Alien films, er, Garfield! Anyway, it made sense in my head.

Re: Why are so many films underperforming this summer?
Posted By LB130 1 June 15, 2010 11:02:19 AM

Should be interesting to see what The Expendables makes in a couple of months!!

Re: Why are so many films underperforming this summer?
Posted By VyseN1 1 June 15, 2010 11:19:14 AM

Simple, the movies aren't as good this year.

Re: Why are so many films underperforming this summer?
Posted By cordas2 1 June 15, 2010 11:21:18 AM

As others have said, I think the problem is that recent blockbusters have been mundane at best. There are so many movies churned out given the blockbuster star billing, that are mediocre at best and pretty much charmless, that I think the 'need' to go to the cinema to watch just doesn't bite. You could also chuck in a bit of money is tight, tickets are expensive and the entertainment lacking....

Re: Why are so many films underperforming this summer?
Posted By ON3i1 1 June 15, 2010 12:45:09 PM

I used to see a movie at least once a week-- but now I look at what's on offer and cringe. They're either re-education seminars or lame star vehicles or both. This cannot stand.

Re: Why are so many films underperforming this summer?
Posted By chewedmelon 1 June 15, 2010 01:09:51 PM

I haven't pirated any of the films in that list but the act is not beneath me. However, if a film appeals to me and the buzz is good then I'll go and see it in the cinema. If it appeals and the buzz is bad I won't see it in the cinema and I might watch it later if I can see it for free. I think all the movies in your list fall into that category. What gets a film good buzz? Good writing. Most Hollywood studios seem to forget that minor element.

Re: Why are so many films underperforming this summer?
Posted By nicko71 1 June 15, 2010 02:11:20 PM

It looks like Hollywood has finally come up with a method of stopping piracy; making films that are so derivative and uninteresting that no-one would want them, even for free. It wouldn't really have mattered if the reviews for Robin Hood, Shrek 4 or the A-team had been excellent. I have had no intention of seeing any of these films since they were first announced.

Re: Why are so many films underperforming this summer?
Posted By Shilling 1 June 15, 2010 02:41:10 PM

I think it's more likely to do with the tale end of the recession. £10 for a ticket is a major spend for me now, one that I don't make lightly.

Re: Why are so many films underperforming this summer?
Posted By Geordie2004 1 June 15, 2010 03:51:15 PM

Combination of things, I think. Namely bad reviews, the recession, boredom with studios' production patterns, etc.

Re: Why are so many films underperforming this summer?
Posted By miladyblue 1 June 15, 2010 04:27:12 PM

Poor economy plus higher ticket prices plus higher concession prices plus uninspired and unoriginal crap squared (cubed?) equals lower box office takes. Then again, only in Hollywood could a $60 million dollar opening weekend be termed a disaster.

Re: Why are so many films underperforming this summer?
Posted By SamTyler 1 June 15, 2010 04:45:49 PM

Not so easy to fool the public into seeing uninspiring shit, maybe? Biggest disappointment for me, however, was "Four Lions" ... not the film itself which was witty, intelligent, thought-provoking and suprisingly poignant but the fact that seemingly NO-ONE went to see it ... I watched it with my brother in an otherwise empty cinema whilst more people paid their hard earned cash to see "Space Chimps 2" ... bunch of flippin' monkeys if you ask me ...

Re: Why are so many films underperforming this summer?
Posted By DavidFullam 1 June 15, 2010 05:02:53 PM

I sure had to eat my words on Prince of Persia. I thought that film would do huge and kick start any and all video game adaptations out of development hell.

Re: Why are so many films underperforming this summer?
Posted By MediaOKra 1 June 15, 2010 06:23:40 PM

I can't remember one summer where I didn't at least really look forward to one film. This summer's all I'll wait for it on DVD. Oh, except Piranha 3D, I have high hopes for that with Alexandre Aja directing.

Re: Why are so many films underperforming this summer?
Posted By zooniverse 1 June 15, 2010 06:55:35 PM

You haven't really mentioned any movies I want to see. The line-up this year is boring. Saw Iron Man 2 and liked it, but didn't love it like the first. Will watch Twilight for fun. And as a Jet Li fan I must watch The Expendables. The only movie I look forward to with great excitement is Scott Pilgrim!

Re: Why are so many films underperforming this summer?
Posted By left_shoe_on_the_right_foot 1 June 15, 2010 08:12:54 PM

We have been having sequels to blockbusters and mediocre movies for years - this isn’t a new trend. Yes there are more now but it is still relative to the sheer number of movies being screened at cinemas. I think we are seeing a combination of recessionary spending, higher cinema ticket prices, the gentle rise of piracy, the quicker turn around from screen to DVD and probably the Football world cup.

Re: Why are so many films underperforming this summer?
Posted By Kavorka 1 June 15, 2010 09:46:57 PM

Great article, pretty surprising to see how many blockbusters actually underperformed at the box office, also, Knight And Day has got 'box office dissapointment' written all over it...mainly because of the cliches directly noticable in the trailer, and it's two near-washed-up and/or too old celebrities. Still surprised by the Karate Kid's solid opening, even though I thought the trailer was decent

Re: Why are so many films underperforming this summer?
Posted By Kavorka 1 June 15, 2010 09:55:31 PM

And another thing, I also think The Expendables will underperform at the box office(or be a more smaller hit) because although I'm really excited for the movie, I feel it will mostly just attract more actionfans than a mainstream fans. Once again, I'm pretty excited for The Expendables, where retards like Michael Bay and Bruckheimer fail to make effective 'brainless action', this looks like the real deal! Inception looks quite interesting too!

Why?
Posted By shan164 1 June 16, 2010 03:58:07 AM

Need money for food.

Re: Why are so many films underperforming this summer?
Posted By cerveloguy 1 June 16, 2010 08:22:18 AM

Agreed the poor returns was due to the poor movies from the outset, highly predictable. Robin Hood was doomed due to the shadow of costners mullet.

Re: Why are so many films underperforming this summer?
Posted By DuncanMonkey 1 June 16, 2010 02:42:47 PM

I'm left a little sad inside that The Losers has failed to make any money at all, while dirge like Prince of Persia still make far too much. In fact every lower budget movie I've enjoyed so far hasn't really had a look in and they were really deserving of our cash...

Re: Why are so many films underperforming this summer?
Posted By SCY385 1 June 17, 2010 08:21:15 PM

One could point out a number of factors as to why box office has been so poor. I can't speak for anyone else but I'm tired of sequels, and poorly written crap that should never have been green lit in the first place. Now the economy is bad and people have to turn a dollar into five dollars these days. Ticket prices are ridiculous and most of the movies are not worth the ticket price. Add to that that most people wait for it on Netflix, or to buy the DVD. One of Hollywood's problems is that it is trying to hold on to a 20th century business model in a 21st century world. People are not going to spend $40.00 when in three to six months they can rent or buy that same movie. People have choices and options now that they didn't have 20 years ago. Hollywood needs to realize this and think of ways to make it work for them in this new-age market.

Re: Why are so many films underperforming this summer?
Posted By al58 1 June 18, 2010 11:37:57 PM

this is truly the worst summer on record in the past decade. the year started on a low point with 'avatar', continued the affair with unoriginality and flash in the pan 3D, through clash of the whatever and 'alice in oh, lord-why-am-i-so-bored-and-where,-oh,-where-did-tim burton's-genius-go?'- clearly not down the rabbit hole wonderless land. and so, here we are in the middle of June, after summer officially started with the great robert downey jr. slumming it smugly in the over-loaded and underwhelming iron man 2, fresh off sherlock-retofitted-as-generic-action-hero-with-a-dash-of-eccentricity-for-spice-holmes (guy ritchie, please just go away - we already have one michael bay, we don't need another), and now A-team and a whole lotta of white noise to continue over the next few months. let's hope toy story 3, inception and a few indies, like 'a killer inside me' (regular saviours)come to save the summer...again.

Re: Why are so many films underperforming this summer?
Posted By TheRahman 1 June 20, 2010 09:21:05 PM

BECAUSE THEY'RE SHIT.

Re: Why are so many films underperforming this summer?
Posted By Kapp 1 July 2, 2010 06:09:46 PM

"you can bet that there are some interesting meetings taken place in the boardrooms of Hollywood with the arrival of every fresh set of box office numbers..." I would really like to wish that those meetings would be interesting. I would really like to wish that the executives in charge of the major studios would decide to start taking more risks on original concepts and original ideas. I think if you look at the Summer blockbusters of 1984 and 1985, you'll see a much more original line up with many unexpected twists. This year's line up is very predictable (comic book sequels, animated sequels, etc) Truly, only Inception really seems to be the movie to see. If I get to only go to the theatres once this summer, that's the movie I'm going to. As far as the board room meetings in Hollywood, they are only counting on Blu Ray sales and DVD sales, and probably will keep pushing 3D. I dont think they have any other ideas, as I dont think they're willing to let any new and upcoming, creative directors/screenwriters to have their shot.
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