Does Counterprogramming Work? 11 David Vs. Goliath Box Office Stories
When It Happened: July 6-8, 2012
The Backstory: With Brave opening at the end of June and The Dark Knight Rises opening in mid-to-late July, Savages saw an opportunity to syphon a little money away from a new superhero franchise that wasn’t battle-tested. With a premise about marijuana and shared girlfriends, Oliver Stone and company probably thought they would have edginess going for them, and the producers of Katy Perry’s documentary probably thought they would have the teenage girl market cornered.
Why It Happened: The Amazing Spider-Man won the weekend in terms of grosses, but the biggest story was actually how incredibly well Ted held up. After swearing its way to more than $50 million in its first weekend, the film held on for more than $30 million. That, coupled with an almost $20 million hold from Brave, forced all of the other flicks to fight over a pie that wasn’t nearly as juicy as expected. In the end, The Savages couldn’t even break $50 million domestically. Part Of Me made more than half of that, which given their casts, subject matters and budgets, means the former was a disappointment and the latter a raging success.
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