For the last full weekend of summer, the biggest wide release movie was the R-rated Melissa McCarthy puppet movie The Happytime Murders (sorry A.X.L.). Yet despite the theater count and the star power of Melissa McCarthy and Elizabeth Banks, film bombed - debuting in third place with around $10 million (although the box office numbers are not yet final). This marks Melissa McCarthy's lowest debut for a project she's headlined, and is a definite disappointment for a feature that was tracking anywhere from $13 million on the low end to $17 million by the most optimistic estimates. So what happened? Well, there is no clear answer, but competition and promotion may be partly to blame.
Coming in ahead of The Happytime Murders this past weekend were Warner Bros.' The Meg and Crazy Rich Asians, earning around $13 million and $25 million, respectively. The former has over-performed from the start, and the latter has ridden effusive reviews to two straight box office crowns (and it only dropped about five percent in its second week). Crazy Rich Asians has had great word of mouth that has helped it to excel. However, as Deadline notes in its analysis of The Happytime Murder's performance, competition and the recent downward trend of raunchy comedies at the box office are not solely to blame. STX Entertainment did not prop up and pitch The Happytime Murders to the public as a R-rated comedy event (a la Sausage Party), and the reasons for that are complicated.
For starters, neither Melissa McCarthy nor Elizabeth Banks were available to promote The Happytime Murders in the run up to the release - and with the stars unavailable there was also no premiere. With the biggest names unable to promote the movie, STX didn't throw a lot of money towards TV spots, spending less than it usually does on comedies. There also may have been some inclination that the film wasn't going to hit with audiences, which led to them hedging their bets with the marketing budget. Despite some hilarious red-band trailers, the film earned a rough C- CinemaScore, and has only a 22% on Rotten Tomatoes. So the bad reviews and buzz may have kept audiences from purchasing tickets. Additionally, it seems the stars also didn't have much faith in it, with no mention of the project featured on Melissa McCarthy or Elizabeth Banks' personal social media accounts.
It sounds like there were myriad factors that murdered this puppet at the box office, from competition to promotion and reception. Raunchy R-rated comedies have been struggling in general of late (unless Deadpool is involved), and The Happytime Murders doesn't buck this trend. Personally, I also wonder whether some audiences just weren't interested in seeing puppets in this way. Ted was an original thing, but The Happytime Murders took the kinds of characters we are used to seeing in a family-friendly format and put them in R-rated comedy territory and it's possible that turned some people off.
The Happytime Murders is now in theaters, so you can check it out and judge it for yourself. For all the other movies heading to theaters this year, check out our release schedule.
Captain Marvel tells her story, and explains how Carol met Nick Fury (Samuel L. Jackson) long before he ran S.H.I.E.L.D. The flashback story sets up Captain Marvel to make a heroic entrance in Avengers: Endgame , in which she may be the essential element that allows the Avengers to defeat Thanos.
Watch 'Captain Marvel': Where to Rent and Buy the Marvel Movie
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Film Fridays - Utah movie theater wins legal battle involving "Deadpool" and alcohol. Posted on September 8, 2017 by thehollywoodlawyer in Blog, comics, Entertainment Legal, Film, Industry / Client News, Television // 0 Comments
It's Now Legal to Drink Beer and Watch Deadpool in Utah
The Black Panther Post-Credits Scene Was Longer, Here's What Was Cut Movies April 16, 2018 No Comments Aside from a couple references to the events of Captain America: Civil War , Black Panther 's main story was self-contained from the rest of the Marvel Cinematic Universe , following T'Challa as he took the throne, then lost it to
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Fantastic Beasts: The crimes of grindelwald This film is so good , it is gives me more exciting then the first one. :) The characters are so perfect, love the scene with Albus/Gellert as teens it would've been better if they would talk.
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So Hollywood is all concerned that Redbox DVD rentals at $1 per day are going to do Hollywood is trying to block Redbox from doing business. wait 45 days after a DVD's release date before
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Bond 25 plot details potentially revealed. The upcoming Bond 25 has been mired with stories about its troubled production, but now some details about what the film might actually be about have
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Mission: Impossible - Fallout is now available on home media, and with it, audiences can enjoy one of the best action movies of the year from the comfort of their own abode. The release of Mission: Impossible - Fallout also means its time for an Honest Trailer of the film, and this one goes all in on the franchise's complicated canon.
Impossible Fallout's Honest Trailer Goes In On The
More importantly, it shows that Black Manta and Ocean Master will look quite similar to how they appear on the printed page. Ocean Master, a.k.a. Orm, is rocking the Atlantean war helmet, and
New Aquaman Image Shows Off Costumed Black Manta And Ocean Master
"Men in Black: International" doesn't just enlist Avengers-approved superstars Tessa Thompson and Chris Hemsworth as Agents M and H, the fourth installment in the 20-year old franchise, also
That's two weeks prior to its U.S. theatrical release date. So if you'll be spending your weekend with the Titans or you just want to see Rocketman as soon as you can, these advance screenings
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That being said it was a success and a big one at that. Sony is certainly heartened by this as they are moving forward with their Spider-Man free universe. Next up is the Jared Leto led Morbius: The Living Vampire which is where issues I believe start to arrive.
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The marketing for Toy Story 4 has been a bit strange thus far, but the folks at Disney do have some time to promote it (not to mention plenty of features to which they can attach new teasers, including Captain Marvel, Dumbo, Penguins, Avengers: Endgame, and Aladdin. While we've yet to see a normal trailer for the 21st Pixar films, it is
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