Performing completely as expected and discussed previously here, Warner Brothers’ “Clash of the Titans” earned a technically record-breaking estimated $61.4 million over this Easter holiday weekend as recorded by Box Office Mojo. I say “technically” of course because ticket prices have been skyrocketing for sometime now. So, while it says something that audiences are still willing to pay the increasing freight in the face of a not so great, but perhaps gradually improving, economy, I personally get a bit irritated with this constant trumpeting of broken records.
Still, as much as this reminds of me of ultra-geek baseball stats, I can’t ignore that the past Easter weekend record holder was, as per Anne Thompson’s resident box office guru, Anthony D’Alessandro, 2006’s “Scary Movie 4” at $40.2 million. I’m no math whiz, but I don’t think ticket prices have gone up by quite a third since then. So, it’s definitely a strong performance for the critic-proof, mythological monster-heavy sword & sandals fantasy remake. However, executives who will use the performance to bolster arguments for retrofitting yet more movies to 3-D might want to examine the trends a bit more closely. D’Allesandro remarks:
In a last-minute post-production business move that paid off, Warner Bros. decided to 3D-ify Titans, stirring debate among critics and fans that retrofitted visual fare just doesn’t cut it. No matter if you agree with Zeus or Hades on the dimensional debate, Titans played fine with all audiences, earning 52% of its B.O. from 1,800 3D huts.
Well, yes, but it appears to me that all that discussion about the relative quality of 3-D processes filtered out to the general public. 52% isn’t bad, of course, especially considering the brutal competition for screens. However, compare that to the numbers provided last week by the L.A. Times‘ Ben Fritz. 80% of the grosses for the technologically game-changing “Avatar” made using 3-D cameras, have come from 3-D and 70% for another 3-D film shot with conventional cameras, “Alice in Wonderland,” which got less criticism for its after-the-fact 3-D. I haven’t seen it yet, but I’m guessing that Tim Burton‘s visuals are generally pretty stunning however you slice them and, though some have been certainly been critical, it probably helped that he at least knew the film would be presented that way while he was making the film, unlike “Titans” director Louis Leterrier.