DISMAL OPENING FOR “SORCERER’S APPRENTICE”

If Wednesday’s ticket sales are any measure, Disney’s Sorcerer’s Apprentice, starring Nicolas Cage may need a sorcerer to save it from becoming a box-office dud. Citing sources at rival studios, Nikki Finke reported late Wednesday on her Deadline Hollywood blog that the movie earned about $4 million on Wednesday and now appears likely to earn about $30 million through Sunday. Meanwhile, in what appeared to be a desperation move, Disney on Wednesday launched a buy-one-get-one-free offer for Sorcerer’s tickets. Sources said that the move is aimed at boosting awareness of the movie, which has been tracking poorly. “We have been doing a lot of experimentation with social media and this is an opportunity to be on the cutting edge,” said Disney spokesman John Nicoletti.