Tuesday, January 18, 2022


December 7, 2012 by · Leave a Comment 

This weekend could very well see the fewest tickets sold at the box office this year. FilmDistrict decided to launch its romcom Playing for Keeps this weekend in order to avoid having to compete with the upcoming holiday blockbusters, which begin rolling out next weekend with the first installment of The Hobbit trilogy. However, Daily Variety noted that it’s an inauspicious time to be launching a film aimed primarily at women when most of the target audience is busy preparing for Christmas. The trade publication quoted one distributor as saying, “It’s like launching an action movie over Super Bowl weekend and hoping guys don’t watch the game.” Terrible reviews won’t help, either (see separate item). Tracking studies indicate that the movie will earn just $5-6 million. Most industry pundits figure that the top three films at the box office last weekend will repeat again, with about $8-10 million each, in the same order: The Twilight Saga: Breaking Dawn — Part 2; Skyfall; and Rise of the Guardians. But all of the films at theaters this weekend may wind up earning less than what The Hobbit: An Unexpected Journey will earn alone next weekend.