Last year, it seemed as though the movie-going public had forgotten its collective love of film.
Oh, sure, there were a few blockbusters here and there. But more weekends than not, folks looked at what was playing and shrugged—unable to recall the magic of greasy popcorn, overpriced drinks and a big story writ large on screen. “Meh,” they said.
But like a spurned-but-determined paramour, the movie industry vowed to keep trying. And all its efforts hit paydirt this weekend.
Four new films (well, three new films and one 3-D retread) hit the theaters this weekend, and all of them hit big. And the watchword at the box office? Diversification.
The Vow, a tailor-made Valentine’s weekend romance, took the box office crown as expected, embracing an estimated $41.7 million. Safe House, an R-rated thriller starring Denzel Washington, wasn’t too far behind. It pocketed $39.3 million to slide safely into second. Kid-friendly Journey 2: The Mysterious Island rode its eclectic cast and CGI wizardry to a $27.6 million, third-place payday. And an updated rendition of Star Wars: Episode I – The Phantom Menace (“Meesa loves 3-D!”) flew into fourth place with a comfortable 23 million Republic credits.
It was the first non-holiday weekend in which four new movies busted through the $20 million barrier: And it’s only been done one other time ever—way back in 2008 when Christmas crowds flocked to see Marley & Me, Bedtime Stories, The Curious Case of Benjamin Button and Valkyrie.
Granted, there’s been a bit of ticket inflation since then, and The Phantom Menace was undoubtedly helped by the fact that theaters typically charge more to see 3-D films. Still, the film industry will take any good news it can get.
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