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The popularity of brands is not all that matters to attract audiences to the multiplex, and Hollywood is learning from the lesson this summer with a host of underperforming suites and reboots.
a head this weekend with the releases of "Men in Black: International" and "Shaft".
The writing could have been hung on the wall after either an X-Men movie ("Dark Phoenix") or a Godzilla movie ("Godzilla: King of Monsters") could spark the enthusiasm of moviegoers. But this weekend, the drop of more than 50% over last year is the worst yet.
"This weekend has been tough," said Paul Dergarabedian, Media Analyst at Comscore. "We had big franchises that do not resonate with the public or critics."
And there is a common denominator among all recent disappointments: bad reviews. All four have been certified "rotten" on rotten tomatoes.
"Men in Black: International" took first place in North America, but it's a dubious distinction for the restart led by Tessa Thompson and Chris Hemsworth. It's not exactly the franchise revitalization she hoped to be. Sony Pictures on Sunday estimates that the film directed by F. Gary Gray has only reported $ 28.5 million over the weekend, for a production budget of $ 110 million. The previous three "Men in Black" films had all resulted in more than $ 50 million, ignoring inflation.
However, international audiences contribute to the film's profitability, raising $ 73.7 million in 36 markets, bringing the global total to $ 102.2 million.
The other new big weekend release, "Shaft," which introduces another generation into the franchise, has not even managed to carve a spot in the top five, which was rather populated mainly with hold-ups.
Secret Life of Pets 2 "took second place on his second weekend with $ 23.8 million. Aladdin, of Disney, in the fourth weekend, took third place with $ 16.7 million. "Dark Phoenix" is ranked fourth with $ 9 million and "Rocketman" ranked fifth with $ 8.8 million.
"Shaft", a publication of Warner Bros., is ranked sixth, with a disappointing result of $ 8.3 million.
Directed by Tim Story, "Shaft" represents Samuel L. Jackson taking over his role almost 20 years ago and Jessie T. Usher as his son. It has been realized for about $ 30 million.
Although critics did not praise the film, the audience (54% of whom were female) were more enthusiastic, which earned them an A CinemaScore.
Even some originals had a hard time this weekend. Amazon Studios has expanded its comedy "Late Night" by Mindy Kaling and Emma Thompson, for which it acquired North American rights for a record $ 13 million at Sundance, reaching 2,220 cinemas where it reported 5 , $ 1 million.
the smallest indians, "said Dergarabedian. "We think that the summer is a sensational season, but it's now a season of independent films."
"Death does not die," Jim Jarmusch's star-studded comedy for zombies survived his mixed reviews and opened $ 2.35 million in 613 venues.
Documentaries such as "Echo in the Canyon" and "Pavarotti" made a modest limited edition mark, and the acclaimed drama "The Last Black Man in San Francisco" spread to 36 locations and reported 361 $ 120.
But the market suffers and it's not a problem with the weekend that, last year, had opened "Incredibles 2" at over $ 182 million, but with the big movies themselves same.
Disappointments were disappointing. According to Dergarabedian, most of the time, it's "movies that just do not give",
But it's too simplistic to criticize all the franchises and next week-end, the market will sing from another angle when "Toy Story 4" opens. 19659002] "Toy Story 4" will erase the memory of this very difficult weekend, "said Dergarabedian.
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