The weekend is soft because, with an anticipated full frame haul of $62 to $65 million across the board, this Labor Day – an already muted holiday weekend – will trail last year’s by about 17%. As is common for horror films, “Possession” will likely fall from Friday to Saturday, priming it to win the weekend with about $16 million.
The weekend is oddball because self-distributed kidpic “The Oogieloves in the Big Balloon Adventure” is looking for a piece of the B.O. pie, but doesn’t seem to be receiving one. The $55 million-budgeted (including $40 million in marketing) franchise starter produced and distributed by children’s TV marketer Kenn Viselman at an aggressive 2,160 playdates likely earned less than $100,000 Friday. Coupled with a similarly dismal haul from its Wednesday berth, and hoping for higher family turnout at the plexes as the frame progresses, “Oogieloves” is looking at a three-day haul shy of $1 million.
Despite a low return on investment, Viselman is reportedly moving ahead with his planned sequels to the film, the next of which begins production next month, as he eyes prospects for the “Oogieloves” franchise.
The Weinstein Company unspooled Cannes acquisition “Lawless” on Wednesday. Its Friday gross was $2.8 million, cuming $4.9 million so far and headed for about $9 million through Sunday. Actioners “The Expendables 2” and Universal’s “The Bourne Legacy” earned $2.2 million and $1.8 million, respectively. And trailing that, Focus’ “ParaNorman,” Disney’s “The Odd Life of Timothy Green,” Warner Bros.’ “The Dark Knight Rises” and “The Campaign” have a four-way tie at $1.4 million.