Box office is looking to be up from last year for the ninth weekend in a row...
The Lorax is looking at absolutely huge numbers this weekend, earning a strong estimated $17.4 million on top. That marked the highest-grossing Friday for a non-sequel animated film since Despicable Me earned $21.6 million on its' first Friday in July 2010 (from the same studio). Considering the fact its' going to get a bump tomorrow and that it earned an "A" CinemaScore grade, Lorax is heading for a $60 million weekend, way ahead of expectations and easily the years' biggest opening by far.
Project X also earned good numbers with an estimated $8.2 million in second. Based on recent found-footage films, that was behind both Chronicle and The Devil Inside, but that was to be expected since it wasn't quite as ambitious in terms of tracking. I'd expect a $22 million weekend.
Meanwhile, Act of Valor plummeted 68% to an estimated $3.8 million, in what should be a $10.5 million second weekend. That isn't a good sign, even with its' "A-" CinemaScore grade, because the army film hasn't been able to find its' footing. Safe House and Good Deeds followed with 52% and 65% plunges to estimates of $1.9 million apiece, in what should be $6.5 million weekends for both. With Lorax attracting family audiences, Journey 2: The Mysterious Island plunged 63% to an estimated $1.4 million, but should also be hitting $6 million for the weekend.
Official weekend estimates to be posted tomorrow afternoon...
