Box Office Power Rankings: May 1-25, 2009
The conventional wisdom says that among the early entrants in the summer 2009 sweepstakes, Star Trek is a hit (and a winner in its first three weekends in our Box Office Power Rankings), Wolverine is a disappointment, and nobody cares about Angels and Demons. Yet X-Men Origins: Wolverine had the biggest North American opening of the three: $85 million. These evaluations are muddied by so many variables that it’s difficult to cut through the crap. But one simple measure is second-weekend drop-off, generally considered a reliable indicator of a movie’s staying power. So: Wolverine dropped 69.0 percent from $85 million; Star Trek dropped 42.8 percent from $75 million; and Angels and Demons dropped 53.0 percent (not counting the Monday holiday) from $46 million.
Thank Gods (I’ve been watching Battlestar Galactica, although to say I’ve been enjoying it would be an overstatement) that with X-Men Origins: Wolverine, the summer movie season is finally here. Normally, I would need Entertainment Weekly to tell me this, but our subscription lapsed. So I have to rely on the Wolverine television ads, which actually claim that those muttonchops are the first sign of the season. Wolverine did well enough in its opening weekend, with $85 million domestically, but I’m afraid it might actually be an appropriate opener for summer 2009: the next installment of an established brand, and a movie that seems to excite very few people. Yes, they show up and pay their money the first weekend, but I think it’s out of habit. Call it obligation cinema.