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Posts: 6500
02/09/2013 12:24 PM
Fassy's Lassy '13
Already this weekend’s total moviegoing is only $100M which is down a disappointing 55% from last year. So I’m astonished that evening trends are still showing incredibly strong numbers for Universal’s frenemies comedy Identity Thief originally in 3,141 theaters) for $11.2 million today trending $34M this weekend. Despite (or because) it was critically panned as derivative drivel, the Melissa McCarthy-Jason Bateman comedy is doing fantastic box office in nation’s center (which Hollywood derides as ‘flyover’ country). ”Everyone saysIdentity Thief is really good – even when it gets formulaic,” a rival exec admitted to me. And it only cost $35M, claims the studio. It’s even beating McCarthy’s Bridesmaids opening numbers - $26.2M weekend from 2,918 theaters on May 13, 2011. Of course that Universal movie went on to do a huge multiple for the studio which would be happy with 3x now. Identity Thief is doing 1/3 better than tracking predicted — and it was tracking well before the storm led initially by females. Then it spread out to more awareness and inteest among men, helped by 2 spots around the Super Bowl this past Sunday. But why Hollywood keeps making this story every decade is beyond me – 2003′s Bringing Down The House with Queen Latifah and Steve Martin, 1992′s HouseSitter with Goldie Hawn and Steve Martin. This one reteams Batemen with his Horrible Bossesdirector Seth Gordon, and it’s McCarthy’s first starring role since Bridesmaidswhich earned her an Oscar nomination. Identity Thief was produced by Scott Stuber, Pam Abdy and Bateman who pitched Stuber the idea while they were working together on Couples Retreat. They originally developed the film for two male leads, but then they saw McCarthy in Bridesmaids and adapted the co-lead role for her with more physical comedy. Overseas, pic opens day and date in Croatia, Slovenia, Bulgaria, Romania and Taiwan and continues rolling out abroad beginning February 21st.
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