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Whisper Numbers: The Lorax seeks box office green



The first weekend of March brings the 3D animated film The Lorax [LORAX] based on the Dr. Seuss children’s book. Danny DeVito [DDEVI] voices the title creature who has an environmental message for a boy voiced by Zac Efron [ZEFRO]. The last animated film adapted from a Dr. Seuss book, Horton Hears a Who opened to $45.0 million in 2008. Although its starpower may not match Horton’s Jim Carrey, The Lorax does have the benefit of higher priced 3D tickets. Universal has pull out all the marketing stops in promoting the film from the makers of Despicable Me to parents and kids. The studio opened Hop from  the same animation studio to $37.5 million last spring. Appearing in 3728 theaters, The Lorax looks to earn at least $44 million.

The raunchy comedy Project X [PROJX] hopes to ride the current movie fad of found footage. The R-rated film about a party gone wild lacks starpower so Warner Bros. has been tirelessly screening the film to college age moviegoers and promoting the film through social media. Chronicle’s $22 million opening demonstrated there’s an audience for a found-footage film to be successful outside horror. Opening in 3055 theaters, Project X could capture about $17 million.

The unconventional Act of Valor [AOVAL] connected with the male target audience, but is unlikely to crossover to other demographics. The military film may decline 50% to $12 million.

Journey 2: The Mysterious Island [MYSTR] has shown tremendous legs at the box office and the arrival of The Lorax shouldn’t put too much of a dent. The 3D sequel should lock up another $8 million.

Tyler Perry films are typically frontloaded and Good Deeds [GDEED] won’t be the exception. A second weekend drop of 55% would take home $7 million.

That’s the whisper from the virtual trading floor.



Tag(s): LORAX, DDEVI, ZEFRO, PROJX, AOVAL, MYSTR, GDEED

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By Box Office Whisperer on Thursday, March 1, 2012 @ 04:31 PM        2419 views


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