Dr. Seuss sizzles at Friday box office

U's 'Lorax' looking at $50 million-plus weekend

Universal’s “The Lorax” is bringing in the green out of the gate, with the 3D animated family pic on track for a $16 million haul on Friday and a boffo weekend gross in the mid-$50 millions, according to early B.O. estimates.

Based on the 1971 Dr. Seuss book, Illumination Entertainment’s “Lorax,” featuring the voices of Danny DeVito, Zac Efron and Taylor Swift, has the potential to upstage “Despicable Me” ($56 million) as Illumination’s largest opening ever and could best “How the Grinch Stole Christmas ($55 million) as the highest-grossing Dr. Seuss bow of all-time.

“Lorax,” produced by Illumination founder Chris Meledandri for $70 million, generated strong pre-release reactions from global audiences while the studio partnered with several environmentally friendly sponsors to tie into the film’s tree-friendly theme, including the EPA, Hewlett Packard, Seventh Generation and Mazda.

This weekend’s other new release, Warners’ “Project X,” is tracking in the mid-teens for the weekend with a Friday take of nearly $6 million. B.O. pundits said the R-rated high school party pic, produced by Todd Phillips, could see an uptick from nightly screenings as well as word of mouth among its twentysomething demo. “Project X” had already cumed $1.15 million in Thursday midnight runs.

Meanwhile, last week’s B.O. victor, Relativity Media’s “Act of Valor,” isn’t far behind in third place. The Navy SEALs actioner, which took the top spot with $25 million last weekend, is on a pace toward $13 million-$14 million for the frame.

The Weinstein Company’s “The Artist,” riding a likely bump from its win as best picture at last Sunday’s Oscarcast, is up 43% from last weekend and should gross roughly $4 million-$5 million for the weekend.

The rest of the week’s top holdovers — “Safe House,” “Good Deeds” and “Journey 2” — are all neck and neck and expected to fall in the under-$7 million range for the weekend, according to estimates.

More Film

  • 'The Pluto Moment' Review

    Cannes Film Review: 'The Pluto Moment'

    Universal’s “The Lorax” is bringing in the green out of the gate, with the 3D animated family pic on track for a $16 million haul on Friday and a boffo weekend gross in the mid-$50 millions, according to early B.O. estimates. Based on the 1971 Dr. Seuss book, Illumination Entertainment’s “Lorax,” featuring the voices of […]

  • 'Carmen and Lola' Review: By-the-Numbers Roma

    Cannes Film Review: 'Carmen and Lola'

    Universal’s “The Lorax” is bringing in the green out of the gate, with the 3D animated family pic on track for a $16 million haul on Friday and a boffo weekend gross in the mid-$50 millions, according to early B.O. estimates. Based on the 1971 Dr. Seuss book, Illumination Entertainment’s “Lorax,” featuring the voices of […]

  • Dark Crimes Jim Carrey review

    Film Review: Jim Carrey in 'Dark Crimes'

    Universal’s “The Lorax” is bringing in the green out of the gate, with the 3D animated family pic on track for a $16 million haul on Friday and a boffo weekend gross in the mid-$50 millions, according to early B.O. estimates. Based on the 1971 Dr. Seuss book, Illumination Entertainment’s “Lorax,” featuring the voices of […]

  • Buster Keaton

    Film News Roundup: City of Los Angeles Names June 16 Buster Keaton Day

    Universal’s “The Lorax” is bringing in the green out of the gate, with the 3D animated family pic on track for a $16 million haul on Friday and a boffo weekend gross in the mid-$50 millions, according to early B.O. estimates. Based on the 1971 Dr. Seuss book, Illumination Entertainment’s “Lorax,” featuring the voices of […]

  • Michelle Williams This Is Jane

    Michelle Williams to Star in Underground Abortion Movie 'This Is Jane'

    Universal’s “The Lorax” is bringing in the green out of the gate, with the 3D animated family pic on track for a $16 million haul on Friday and a boffo weekend gross in the mid-$50 millions, according to early B.O. estimates. Based on the 1971 Dr. Seuss book, Illumination Entertainment’s “Lorax,” featuring the voices of […]

  • catastrophe

    Number of Female Writers in British Film and TV at ‘Abjectly Low Levels’

    Universal’s “The Lorax” is bringing in the green out of the gate, with the 3D animated family pic on track for a $16 million haul on Friday and a boffo weekend gross in the mid-$50 millions, according to early B.O. estimates. Based on the 1971 Dr. Seuss book, Illumination Entertainment’s “Lorax,” featuring the voices of […]

  • Liam Neeson Men in Black

    Liam Neeson in Talks to Join 'Men in Black' Spinoff (EXCLUSIVE)

    Universal’s “The Lorax” is bringing in the green out of the gate, with the 3D animated family pic on track for a $16 million haul on Friday and a boffo weekend gross in the mid-$50 millions, according to early B.O. estimates. Based on the 1971 Dr. Seuss book, Illumination Entertainment’s “Lorax,” featuring the voices of […]

More From Our Brands

Access exclusive content