Thursday, May 24, 2018


September 7, 2010 by · 5 Comments 

Suggesting that word-of-mouth may be highly overrated when it comes to predicting a movie’s success, the George Clooney movie The American performed well above expectations over the four-day Labor Day weekend despite polls indicating that audiences loathed it. The film ranked No. 1 at the box office (after opening on Wednesday), earning an estimated $16.4 million over the four days and improving its standing against runner-up Machete each day after coming in second on Friday. According to, The American’s total represented the fourth-highest-grossing Labor Day launch ever. Nevertheless, today’s (Tuesday) Los Angeles Times, citing exit surveys by market research firm CinemaScore, noted that those older than 25 (who accounted for 88 percent of the film’s audience) and all women (who accounted for 45 percent) gave the film an F. The average grade for all ticket buyers was a D-. It was the first time in memory that a No. 1 film had scored so poorly with audiences and consequently represented a triumph for the marketing unit of Universal’s Focus Features division. With an estimated $14 million, Machete also performed well over the holiday, coming in at the high end of forecasts. Last week’s top film, Takers, was close behind with $13.5 million. But The Last Exorcism, which ran neck-and-neck with Takers last week, plunged 64 percent to wind up with about $8.8 million. It nevertheless appeared to edge out the opening of the Drew Barrymore starrer Going the Distance, which went nowhere with about $8.6 million.

The top ten films for the four-day Labor Day weekend, according to studio estimates compiled by Box Office Mojo:
1. The American, $16.4 million; 2. Machete, $14 million; 3. Takers, $13.5 million; 4. The Last Exorcism, $8.8 million; 5. Going the Distance, $8.6 million; 6. The Expendables, $8.5 million; 7. The Other Guys, $6.7 million; 8. Eat Pray Love, $6.3 million; 9. Inception, $5.9 million; 10. Nanny McPhee Returns, $4.7 million.

  • dcgirl

    Audiences should be able to obtain a refund for bad movies, especially with the exhorbitant prices paid for movie admissions. Just as you wouldn’t pay for a meal that tasted horrible – you would send it back or just not eat; you should be able to exit a movie when you realize how bad it is, and receive a refund. (If you watch more than 3/4 then you are out of luck.) I had the misfortune of paying to see Anchorman. Not only was it one of the worst movies I have ever seen, but the trailers advertised were not even in the movie!

  • Anonymous

    Because audiences hate the fact that, however “good looking” Clowney may be, they hate his “hate America” politics and anti-America movies.

  • Roy_Munson

    Did you even READ the article? It’s the #1 movie in the country and performed ABOVE expectations.rnTypical conservative

  • Roy_Munson

    Anchorman is one of the funniest movies everrnrnI feel sorry for you

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