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Monday, October 4, 2010

Box Office Results | Audiences Like the Social Network but not 500 Million.


Oct. 4, 2010
Posted By - Frank Murgia/talent network news
Source Credits - Deadline Hollywood/Nikki Finke
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1. The Social Network (Sony) NEW [2,771 Theaters]
Friday $8M, Saturday $8.9M, Weekend $23M

The stories behind Microsoft and Apple only rated TV movies. But The Social Network received the full big screen PG-13 treatment as the first major pedigreed project about the Internet that wasn't just another crime thriller. It's that rarity in Hollywood: a younger movie with adult dialogue but not without an element of risk because it's a drama. "Big kudos to Amy Pascal because it was not an obvious movie to make," one Hollywood influencer reminded me. That's why media coverage of this much-buzzed-about Facebook origins pic has been so breathless about every nuance of the marketing campaign: from the launch of the initial teaser spots to the brilliant one-sheet to the enigmatic trailer and “punk, genius, billionaire” outdoor ads.



It's never been in doubt that this movie would be a success for Sony since it claims to have kept its budget under $40M thanks to no stars and deferred compensations for the filmmakers. But was it over-hyped? "No matter where we open, I think we will play for a long time with excellent word of mouth," a Sony exec boasted to me. "For a film skewed towards adults this time of year, $20M is our bar and would be a fantastic start." But Hollywood expected $25M and the pic slightly underperformed -- $8M Friday (including $350K in post-midnight showings), up +11% for $8.9M Saturday, and with an estimated $6.1M that's $23M this weekend. Still, I'm surprised box office wasn't even better despite its middling release

Story Continued, Read Weekend Box Office Results. The Social Network Wins

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