Box Office: ‘We’re the Millers’ Hits the Road for Potential High $20 Millions Debut

We Are The Millers

'We're the Millers,' 'Percy Jackson' sequel open Wednesday

Two studios are getting a jumpstart on the crowded late-summer weekend by opening their films early on Wednesday: an R-rated comedy “We’re the Millers,” and a family sequel, 20th Century Fox’s  “Percy Jackson: Sea of Monsters.”

Observers are estimating a five-day gross in the high $20 millions range for Warner Bros.’ “Millers,”although one observer estimates as high as $32 million is a possibility. The only comedy opening this weekend, starring Jennifer Aniston and Jason Sudeikis, is about a family trying to smuggle marijuana out of Mexico.

Sony will also bow sci-fi epic “Elysium” on Friday, and observers are mixed in their projections. Sony is hoping for a bow as high as $35 million, while other box office watchers estimate a figure in the high $20 millions range. While Sony could certainly use a hit after lackluster pics “After Earth” and “White House Down” earlier this summer, “Elysium” isn’t a sure bet to win the weekend.

For “Percy Jackson,” Fox is estimating a bow in the low $20 millions for five days, while other estimates project a more optimistic high $20 millions debut. A PG sequel to the studio’s 2010 original, pic will go up against Disney’s “Planes,” which is tracking all over the map, from mid-$20 millions to low-$30 millions.

“Planes” opens Wednesday and should skew quite young, while “Percy” is tracking well among teens. But both pics may have to break out of their key demos to do well this weekend.

“There’s a glut of new films with four movies,” says Fox distribution exec Chris Aronson about “Percy.” “I think we have a very loyal fanbase that’s going to turn out for ours.”

 

Filed Under:

Want to read more articles like this one? SUBSCRIBE TO VARIETY TODAY.
Post A Comment 2

Leave a Reply

2 Comments

Comments are moderated. They may be edited for clarity and reprinting in whole or in part in Variety publications.

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

  1. EK says:

    This strategy could backfire for both pix if word-of-mouth is potentially as bad as predicted in some quarters. By the weekend there may be no audience left!!

  2. lboogie81 says:

    It’s probably for the new movie.

More Film News from Variety

Loading