'Sherlock Holmes' no match for 'Avatar'

By Sarah Sluis

A record-breaking $278 million week at the box office was led by Avatar, with the rest of the top ten following closely behind with strong debut and holdover performances. The sci-fi spectacle's second week was just as strong as its first, dropping a minuscule 2% from its opening weekend to earn $75 million. The movie posted its highest one-day gross the day after Christmas, when it earned $28.5 million, compared to the smaller $26.7 million sum it brought in its opening day. Unlike most other tentpoles, which are adaptations of successful books, series, or comic books, Avatar had to tough through a lower opening and wait for word-of-mouth to build up. In light of Avatar's success, perhaps other filmmakers besides James Cameron will be able to follow in his wake and develop tentpoles based on original ideas. Fox, however, won't have to take on much risk if it moves forward with a sequel or two: Cameron has mentioned that he has already mapped out a multi-movie arc for his characters.

Coming in second place for the weekend, action-detective movie Sherlock Holmes beat Avatar its opening day, Christmas, but dropped off over the weekend. The movie earned $65.3 million, about $10 million under Avatar's gross. While the movie's hero and his iconic pipe-smoking habit is more familiar to audiences, Avatar delivers on its premise much more than Sherlock Holmes, which lost points with me for its overuse of action movie conventions.

Alvin and the Chipmunks: The Squeakquel came in third with $50.2 million. Because it opened on Wednesday, its total gross is already $77 million, which is far outpacing the first movie in the series, which opened to $44 million.

Writer/director Nancy Meyers' latest installment in the romantic comedy department, It's Complicated, opened fourth with $22.1 million. Her last two films, The Holiday and Something's Gotta Give, both opened in the teens, so this marks her best opening since 2000's What Women Want, which debuted at $33 million.

Of the films placing fifth to tenth, all were returning films, and three of the five increased their grosses from the previous week. Up in the Air went from 175 to 1,895 theatres and earned $11.75 million, a 266% increase from the previous week. The Blind Side rose 17% to $11.73 million even as it shed over 600 theatres, further cementing its status as a surprise word-of-mouth hit. Nine, in eighth place, increased 2000% to $5.5 million as it went from four theatres to 1,412 theatres. In tenth place, Invictus, which only added 35 theatres to its 2,160-theatre release, inched up 4% from the previous week. The remaining two films in the top ten, The Princess and the Frog and Did You Hear About the Morgans?, dropped in the 20-30% range. In particular, The Princess and the Frog may be hurting from competition with the Chipmunks and Chipettes.

Now that all the big films of 2009 have been released, the first month of 2010 will measure their longevity. Competition from new releases will be minimal, but for awards films, it's a long haul to the Oscar ceremony, which was moved from February to March this year.