“Avatar” 9, “The Hurt Locker” 9, “Inglourious Basterds” 8, “Precious” 6, “Up in the Air” 6, “Up” 5, “District 9” 4, “Nine” 4, “Star Trek” 4, “Crazy Heart” 3, “An Education” 3, “The Princess and the Frog” 3, “The Young Victoria” 3, “The Blind Side” 2, “Fantastic Mr. Fox” 2, “The Imaginarium of Doctor Parnassus” 2, “Invictus” 2, “The Last Station” 2, “The Messenger” 2, “A Serious Man” 2, “Sherlock Holmes” 2, “The White Ribbon” 2.

Without going into a lengthy dissertation on what makes for high quality Oscar bait, let’s just say that in many prior Oscar races the fact that “Avatar” is an effects driven space opera and “The Hurt Locker” a rather grim, eye-level, and uncompromising look at men doing an unpleasant job, would have all but eliminated both films. Admittedly, both films, however, benefit from certain features which have helped numerous other films: a certain degree of social consciousness never hurts with Oscar. Of course, really strong political statements are more problematic, but “The Hurt Locker” is simply honest about the psychological effects of war and hard to argue with from any political position, I hope — it could have been made about any war and been equally valid. “Avatar” is considerably more pointed and arguably even partisan, as our conservative friends love to point out, but the protective coloration of science fiction makes it all go down a bit easier.

As for “Inglourious Basterds,” Quentin Tarantino‘s entire body of work is a poke in the eye to the earnest, highly digestible “socially positive” values and traditionalist presentation preferred by Oscar. The fact that he even gets nominated as much as he does is testament to his unquestionable talent and appeal. “Up in the Air,” which beat “Basterds” in the screenplay category at the Golden Globes, seems like much more like the kind of film that Oscar traditionally favors. It’s non-polarizing nature might also help it with this year’s odd voting system for Best Picture. (Voters rate the films by preference, rather than simply voting for one film.) Still, with ten nominations breaking up the usual demographic voting blocks — with younger voters and older voters sometimes having very different views of the award-worthy nature of genre films, for example — I really think that about half of the films in this category have a pretty serious shot at winning the award.

Now, let’s take a look at the this year’s expanded list of ten Best Picture nominees as provided by Indiewire, doubled to ten this year from the usual five:

“Avatar”, James Cameron and Jon Landau, Producers
“The Blind Side”, Nominees to be determined
“District 9”, Peter Jackson and Carolynne Cunningham, Producers
“An Education”, Finola Dwyer and Amanda Posey, Producers
“The Hurt Locker”, Nominees to be determined
“Inglourious Basterds”, Lawrence Bender, Producer
“Precious: Based on the Novel ‘Push’ by Sapphire”, Lee Daniels, Sarah Siegel-Magness and Gary Magness, Producers
“A Serious Man”, Joel Coen and Ethan Coen, Producers
“Up”, Jonas Rivera, Producer
“Up in the Air”, Daniel Dubiecki, Ivan Reitman and Jason Reitman, Producers

Among the dark horses — the films I would be truly surprised to see win best picture — we have the very non-Oscar-baity “A Serious Man” which apparently beat out Tom Ford’s highly acclaimed “A Single Man” in the divisive sub-sub-sub category of minority-group driven movies whose title is “A (S-word) Man.” The Coen Brothers film is a scabrous comedy and also grim in a not obviously socially redeeming way. Disney/Pixar’s “Up”  and Neil Blomkamp’s science-fiction “District 9” are similar to “Avatar” in that they would be more Oscar friendly for certain of their elements (poignant comedy/smart political parable) if they were in non-animated and/or non-sci-fi but, unlike “Avatar,” they haven’t been sweeping up awards anyway.

Oddly enough, the two most traditionally Oscar-friendly films on the list, “The Blind Side” and “An Education,” are both fairly large dark horses in most categories simply because they haven’t won that many awards up to now, the exception being best actress where Sandra Bullock seems to be running neck and neck for Best Actress with Meryl Streep in “Julie and Julia.” “An Education” and “A Serious Man” have the further downside in what I see as fairly ridiculous charges of antisemitism against both films (covered really nicely in this piece from The Jewish Journal). As a person of Jewish ethnicity myself, I think people who feel this way are really missing the point. Still, some of them may be Academy voters.

James Cameron‘s super-expensive 3-D extravaganza for Fox, “Avatar,” emerged as the victor of a three-way battle for the top prize with an outstanding second-weekend estimated take of $75 million and an absolutely minuscule drop from it’s first weekend of 2.6%, according to Box-Office Mojo. The Hollywood conventional wisdom has it that most science fiction films drop by at least 50% on their second weekend. Clearly, this is not most science fiction films and the fact that people are waiting to see this one in 3D and paying extra for the privilege is not hurting. So, as I’ve alluded to often enough, the word of mouth on this thing is something else. However, as always, I await the backlash as some folks plunk down their extra-heavy 3D ticket price and fail to have a religious experience.

Second place, of course, was Guy Ritchie’s unorthodox action-comedy take on probably the oldest genre franchise in the biz, “Sherlock Holmes.” The Robert Downey, Jr./Jude Law team-up loosely drawn from the late 19th/early 20th century works of Arthur Conan Doyle defeated “Avatar” and all-comers on its record setting Christmas opening. It then fell a bit and earned a still whopping estimated $65.38 for Warner Brothers, a company that certainly has some experience with franchises. Better yet, this one is in the public domain, which means fewer folks get a share in the wealth.

Fox’s “Alvin and the Chipmunks: The Squeakquel” actually beat “Avatar” by a couple of million on its early opening day last Wednesday, but fell sharply on Christmas Eve and rebounded the rest of the weekend, for a very healthy estimated third place showing of $50.2 million. Critics may detest it; parents may barely tolerate it, but, to paraphrase the old blues song, the little kids understand (or don’t know any better). The film’s total estimated take starting from its early opening is just a tad over $77 million.

Considering it’s a Golden Globe-nominated sex comedy presumably aimed at a very grown-up audience — not only because of the average age of its stars but also because it’s R-rated, Universal’s “It’s Complicated” has generated the critical equivalent of a shrug, with our own David Medsker coming down on the very much negative side. That doesn’t bode extremely well for this sort of movie, which can use all the critical and awards help it can get.

Still, this weekend’s rising tide managed to lift this boat to the tune of an estimated $22 million or so, which is really not bad for this kind of film. Or, it wouldn’t be because Nikki Finke claims the budget was $80 million, which is way high for this kind of movie  and suggests to me that it’s possible stars Meryl Streep, Alec Baldwin, and Steve Martin let their agents negotiate extra-hard for a big pay-day because they were perhaps less than wowed by the film artistically. Universal just doesn’t seem to be cutting itself any breaks lately.

The #5 spot went to one of the two heavily Oscar-touted films that expanded into wide release this weekend. Jason Reitman’s topical darkish comedy, “Up in the Air,” did just well enough that Nikki Finke was apparently forced to control her commercially inspired anti-George Clooney animus.  It earned a solid estimate of $11.7 million for Paramount in just under 1,900 theaters. While Reitman’s free adaptation of a novel by Walter Kirn has more than lived up to its hype in terms of critical praise and awards and nominations so far, “Nine” has been met with a chorus of mild critical disappointment and, despite some Golden Globe and Critics Choice nominations and a couple of minor awards, what sure seems to be rapidly declining awards buzz.

That lack of enthusiasm was certainly reflected in its lackluster fiscal performance as it came it in the #8 spot with a somewhat sad per-screen average of $3,902 and an estimated total of just over $5.5 million in just over 1,400 theaters. (For comparison, the “Up in the Air” per screen average was $6,203.) I think the reasons for its failure are obvious enough starting with a vague premise that’s hard for mass audiences to fathom and a show that’s actually not all that well known based on a classic of New Wave Italian cinema that has little awareness outside cinephile and artsy circles. It was clear the Weinstein Company’s marketing department didn’t mind Kate Hudson shaking her perfect but perhaps misnamed moneymaker with “Cinema Italiano,” but would rather forget the film’s relationship to actual Italian cinema.  Add to that no boost from critics or word of mouth and the result is box office disappointment. Simple enough, right?

Not for Finke:

Seriously, who did Harvey [Weinstein] think would be the audience for this very sexy (therefore very heterosexual) musical? Even though it grabbed Golden Globe nominations, it can’t grab an audience which may hurt it come Oscars. What a miscalculation, especially since the Weinsteins put so many other films on hold to focus on it.

For starters, it’s not that the poor box office may hurt it’s Oscars chances, it’s close to a sure thing. As far as I’ve seen, while the notoriously star-struck Golden Globes are one thing, the Academy almost never nominate films in more than a category or two that are neither commercial nor critical successes — you have to be at least one or the other, preferably both. There are exceptions for stand-out elements of an otherwise unimpressive movies such as, say, special effects or a hit song — “Cinema Italiano” is real contender in the best song category, I’m sure. It might even win. Worse songs certainly have.

As for the intimation that Weinstein should keep it gay and a musical with lots of sexy women dancing around is somehow a bad idea commercially because it might turn off the gay male audience — if that’s what Finke really means, I’d really like to know what she’s smoking. The sexy-female centric musical fantasia certainly worked well for Marshall in “Chicago” as it did for Bob Fosse, Busby Berkeley, and many others before him. While the connection between gay men and musicals runs deep, it’s pretty clear that even the worlds’ Roger DeVries-types don’t have a problem with scantily clad females in musicals and are vastly more mature than their straight male brethren about having to view sexiness not of their own preference.

Moreover, there’s another less well known but nearly as avid minority audience for musicals — Jewish people. Maybe the problem is that, being all about Italian people, “Nine” is both too goyish and too hetero to be a hit. Therefore, the new rule is that every musical should be a sequel to “Yentl,” since it involved both Jews and cross-dressing, or maybe it’s time for “La Cage Aux Folles” with Harvey Fierstein, Adam Sandler and the B’nai Brith Men’s Chorus, or possibly a gayed-up musical version of “Inglourious Basterds.”

All I’m saying is this: sometimes movies fail simply because they don’t turn out that great, not because of some gigantic corporate mistake. Nikki needs to remember this is not a business that can be boiled down to easy formulas. Along that path lies madness.

Rants aside, as usual, the largest per-screen average went into a film in highly limited release. This week that was Terry Gilliam’s “The Imaginarium of Dr. Parnussus,” the final film to star Heath Ledger. While my own review is the very definition of “mixed,” I’m still hopeful for the hugely gifted ex-Python animator to have some improved luck on future films., I’m glad that it may be finding an audience because I want to see that “Don Quixote” movie and lots of other insanity besides.

There is another strong commercial contender, it actually opened today, and it’s reviews are anything but decent. I speak of “Alvin and the Chipmunks: The Squeakquel” from Fox, which was excoriated by our own David Medsker and 75% of critics in general. Still, La Finke reports that online sales are unusually strong and one should never underestimate the power of kiddie appeal. At the same time, it goes a lot better when parents don’t leave the theater angry and making a mental note to keep up with their birth control regimen — and Disney’s “The Princess and the Frog” is still relatively fresh and it seems a lot more parent-friendly.

Also, there’s plenty of action in grown-up/awards-movie-ville. Nancy Myers’ rom-com, “It’s Complicated” with Meryl Streep, Alec Baldwin, and Steve Martin, might get a boost from older moviegoers, particularly women, happy to see folks their own age actually still having sex and stuff in movies. However, the Golden Globe nominations it garnered may be a flash in the pan as the critics are not especially impressed. This looks like a case of the Globes living up to their rep and being notably star-struck.

In somewhat fewer theaters, major Oscar contender “Up in the Air,” finally goes into the releasing big leagues for Paramount, expanding into 1,895 theaters according to Box Office Mojo. The Rob Marshall-directed “Nine” is going into 1,412 theaters. The flashy Broadway musical adaptation with a cast that includes Daniel Day Lewis, Penelope Cruz, Marion Cotillard, Kate Hudson, Nicole Kidman, the eternal sex goddess/great actress Sophia Loren and, for all I know, the reanimated corpses of Greta Garbo and Clara Bow, has long been touted as an Oscar contender but, looking at the disappointed reviews, I seriously have to wonder. A poorly reviewed musical hasn’t been a hit at the Oscars since the badly bloated “Oliver!” and “Hello Dolly!” were released in 1968 and 1969. “Nine” might do okay because of its sexy/smart ad campaign and star power, but it’s hard to imagine a critically unloved Fellini-derived musical having any kind of staying power at the box office and even harder to imagine it having a more than token showing at the Oscars — but then I’m forgetting those ten best picture slots.

Fashion designer Tom Ford’s directorial debut, “A Single Man” starring Colin Firth, has been racking up a lot of acclaim and awards heat, and is opening in 46 theaters. It’s a probable art house hit, and Firth is one of those actors who just keeps getting more interesting.

Finally, Box Office Mojo isn’t saying how many theaters it’s opening in, but Terry Gilliam’s semi-surrealist fantasy, “The Imaginarium of Dr. Parnassus,” is coming out this Friday; it’s the film Heath Ledger was midway through production on when he died suddenly in early 2008, but which was completed by casting the late actor’s friends Johnny Depp, Jude Law, and Colin Farrell to play aspects of his character. My review of it is forthcoming so I’ll keep my opinion to myself for now, though it has scored an RT rating of 62%. I understand it’s done okay in Europe, but my strong hunch is that commercially it’s a non-factor here.