There are good news and bad news for Warner Bros. regarding their movie, the Christopher Nolan film “The Dark Knight”. The bad news is that the film dropped over 52% in its second week of release; the good news is that, after making north of $150 million in its first week, a 52% drop still means “The Dark Knight” raked in a not-too-shabby $75.6 million in its second week of release, for a total of $314 million in two weeks. Batman easily maintained the top spot at the box office over the weekend, with only two new films opening against it: the comedy “Step Brothers”, and the return of “The X-Files”, which landed at #4 with $10 million. “Step Brothers”, meanwhile, took the second spot and tripled the ticket sales of “The X-Files” with $30 million in its debut.
The $10 million by “The X-Files: I Want to Believe” is disappointing, considering that the attendees were probably diehard fans of the series, which was immensely popular in its heyday. With the diehards already having seen the film, what’s left for Mulder and Scully to investigate at the box office? You can probably expect a major drop in the film’s second week. Luckily for Fox, they only invested $30 million in the film’s production, so the movie doesn’t have all that far to go to recoup its cost and turn a profit.
Although you have to wonder why the movie didn’t catch on with the general public. Is it as simple as its time having passed? Maybe. Then again, it could be Chris Carter and FOX’s too-cute-by-a-half marketing strategy, which spent so much of its time hiding everything from the fans and non-fans like a fat kid with cake, that by the time the movie was released, all people really knew about the movie was its Godawful subtitle (“I Want to Believe”???), and the fact that there were no aliens in this one. Wow, way to go, Chris Carter, and whoever at FOX that agreed with his brilliant idea.
If “The X-Files” movie failed to live up to expectations at the box office, I’m pretty sure everyone else is still stunned by the success of the Meryl Streep musical “Mamma Mia!”, which continues its strong showing with a second week take of just south of $18 million, good enough for third place. The film has already made $62 million in its two weeks of release. What does this mean? Just this: Whoever decided to send out “Mamma Mia!” at the same time as “The Dark Knight”, while everyone else was fleeing like little bitches, deserves a raise. Holy brilliant counter programming, Batman!
Here’s how the Top 10 at the Box Office broke down over the weekend (via):
1 ——The Dark Knight ——$75,630,000 ——$314,245,000
2 ——Step Brothers ——$30,000,000——$30,000,000
3 ——Mamma Mia! ——$17,865,000 ——$62,714,000
4 ——The X-Files: I Want to Believe ——$10,200,000 ——$10,200,000
5 ——Journey to the Center of the Earth ——$9,415,000 ——$60,185,000
6 ——Hancock ——$8,200,000 ——$206,371,000
7 ——Wall-E ——$6,349,000 ——$195,235,000
8 ——Hellboy II: The Golden Army ——$4,934,000 ——$65,894,000
9 ——Space Chimps ——$4,375,000 ——$16,006,000
10 ——Wanted ——$2,727,000 ——$128,616,000