'The Blind Side' goes to #1 its third time around

By Sarah Sluis

Borrowing the ascendancy story in its plot, The Blind Side made an unusual jump to #1 in its third week at the box office, earning $20.4 million. Uplifting and family-friendly, the story of a Christian Southerner who

took in a lost soul and turned him into an NFL superstar is the

heartland special, with a broader audience than New Moon. The teenage romance and The Blind Side have been coming in at 1-2 since the week before Thanksgiving, but the heavy 63% drop suffered by New Moon allowed the family-friendly drama to rise to the top. The movie's positive reception has drawn attention to Sandra Bullock, who has been discussed as an awards contender for Best Actress.

Among new movies, Brothers placed strongest. Debuting at #3 with $9.7 million, the war drama/romance received positive, but not glowing reviews. For a film trying to place itself within the critical bracket, it may have been hurt by failing to receive much "must-see in 2009" interest.

Up in the Air, which has received that "must-see" buzz, opened in just 15 locations and went on to earn $1.1 million, an auspicious start for a movie that will open wide over Christmas. I put it in the category of films that families of adults would enjoy together, or a couple of friends, but it will have a lot of competition to contend with in that category, from populist actioner Sherlock Holmes to adult romance It's Complicated.

Miramax's final release as a standalone company, Everybody's Fine, earned $4 million and the last spot in the top ten. The movie's lackluster performance can be attributed to mixed reviews and the state of its distributor--most of the staff has been laid off and are perhaps not so willing to declare disingenuously protest that "Everything's fine."

Of the new genre movies, Armored fared well, earning $6.6 million with its story of armored truck drivers who dip into their cargo. Transylmania, however, fared far, far worse. It earned $272 per location in its 1,000-screen debut, likely angering exhibitors who gave up screens that could have turned a much bigger profit. Hopefully the ticket-buyers bought popcorn.

Most of the returning films had a difficult time maintaining their audiences in the wake of so many new films, dropping 50-60%. Precious fell out of the top ten, falling 67% to $2.3 million in its third week in the 600-theatre range. Will expansion be the answer to maintaining box office?

This Friday, The Princess and the Frog will expand to wide release. The 2D film has been making a killing at the box office in limited release. This past weekend it added another $744,000 to its coffers from just two locations. It will be joined by Clint Eastwood's latest, Invictus, as well as Peter Jackson's literary adaptation The Lovely Bones. To round things out, the critically lauded A Single Man will roll out in seven theatres nationwide.