“It broke no records” seems to be the fairly silly refrain. According to Box Office Mojo, “Iron Man 2” made only an estimated $133.6 million Paramount and Marvel Productions. Why, that’s not even enough money to buy a pound of Kobe beef for the entire state of Hawaii! Of course, at $163,193,428.00 they’ll hit that milestone shortly. (Yes, I did the math, based on the $380.00 it costs to buy four pounds of Kobe New York steaks via mail order from Neiman-Marcus.). That’s the problem with all this bar setting, it makes massive success look like failure.
I personally succumbed to that mania partially on Thursday. I did that mostly in deference to the gurus who generated the mania, even knowing that, while it’s not a bad movie, almost everyone seems to agree it’s some level of let down from the first film — the only real disagreement is how much. (There are people out there who didn’t even care for the first film for perfectly legitimate reasons, shocking as that might be to some of you.)
Jon Favreau has made some charming movies — I love “Elf” — but “The Dark Knight,” this ain’t. However, Anthony D’Alessandro points out some good reasons why, in terms of box office at least, that might be an unfair comparison. He also mentions that it pulled a 31% improvement over the original’s opening, which is “well within the perameters [sic] for most sequels.” It’s worth noting that the movie more than justified the one record it really did break — the number of theaters it was booked into. It’s 4,380 screens enjoyed by far the week’s best per screen average (which usually goes to a limited release film) with a terrific per-screen average of $30,502.00. Still, I can’t help wondering if Favreau’s improvisational approach, which he discussed in some detail at the film’s press conference, might have limited the power of the film’s story and hence it’s long-term appeal. We’ll see.
In any case, given the film’s international take of $194 million so far according to Nikki Finke, it’s already significantly exceeding its $200 million production budget by roughly $127 million. That is not shabby. ($200 million is now considered low for this kind of movie, I guess. Marvel is the stingy maker of efx laden epics. I guess there are a number of big salaries to pay.)
Coming in a very poor second indeed is the latest horror remake, “A Nightmare on Elm Street.” It dropped a gigantic 72% in its second week, obviously not generating a whole lot of excitement in terms of word of mouth and also probably sharing a big part of its youngish audience with “Iron Man 2.” Coming in third place is Warner’s extremely strong “How to Train Your Dragon” which is leggy as all get out and made $6.76 million in its seventh week. It cracked the $200 million mark this week, though it’s $165 million budget shows just how risky a gamble this kind of movie can still be. However, if you can make a family picture that parents truly enjoy, you can be reasonably sure the world will beat a path to your door.
It’s also important to remind everyone that Sunday hasn’t actually happened yet as I write this and I’m not sure the Mom’s day factor is all that easily predictable. One movie that could benefit from a Sunday surge is the “awww” generating documentary, “Babies,” which did okay in it’s 534 theater release, earning $1.575 million and a per-screen average of $2,949.00. The week’s second highest per-screen according to Box Office Mojo (which is missing several key movies on its list) also benefits from a mom’s day tie-in as its title, “Mother and Child,” makes clear. It earned about $11,000 per screen at four theaters for Sony Classics. According to Indiewire, that figure was nearly matched by a movie that is just a few years younger than Betty White, Fritz Lang’s once-again re-restored “Metropolis” which — visually, anyhow — blew me away at the TCM Classic Film Festival just a weekend or two ago.
Actually, there’s much more going on regarding limited releases than I have time to discuss, including strong business for “Please Give” and “Exit Through the Gift Shop” as well as not-bad biz for “Harry Brown” and perhaps some spectacular showings on individual screenings for that horror movie I’m not talking about. The above-linked Indiewire is the place to go for such information.
