'Act of Valor' shines during Academy Awards weekend

As expected, The Artist landed the Best Picture Oscar this Sunday at the Academy Awards. The silent era-set tale has earned $31.8 million to date. In comparison, the middling war-action picture Act of Valor attracted more moviegoers than expected and earned $24.7 million, an amount it took The Artist three months to reach. Act of Valor's primarily male audience gave the war flick its version of a statuette--an "A" exit rating.

The disparity between art films beloved by critics and the Academy and commercial films is once again in full relief. In 2009 and 2010, the first years allowing ten Best Picture nominees (since 1943), half the movies had earned $100 million--and still others were close to that figure. This year, only The Help has topped $100 million, with $169 million in total. The next runner-up is War Horse, with a mere $79 million.

Of course, there's still time for some movies to make more money. The Artist will expand into 2,000 theatres this weekend. Still, expectations should be modest. Last year, The King's Speech had the most momentum after its nomination. It earned only 15% of its total after it actually won. Part of the reason the Academy expanded the number of Best Picture nominees was to include a mix of art films and those that performed well at the box office. It was hoped that very little and very big films might be included more frequently. This past year had no Inception, no Avatar, no The Blind Side. Without a blockbuster or crossover success in the running, the awards don't have as much appeal to general audiences. No wonder I heard many people--casual and more serious moviegoers--complain about the irrelevance of this year's Oscars. Although the ceremony included many people from more recognizable movies--like the cast of Bridesmaids, who presented awards--the awards themselves honored movies many people didn't and/or won't see. It's too bad there wasn't a well-regarded action picture in the running. True to the Academy's safe choices, an edgy movie like Drive can only get into the contest with a roundabout nomination, like its nod in Sound Editing.

Perhaps due in part to the lower-profile Oscar ceremony, box office as a whole was up from last year. After Act of Valor, Tyler Perry's Good Deeds suffered from the absence of Madea and brought in just $16 million. Down in eighth and ninth place, Wanderlust and Gone did even worse. The Paul Rudd/Jennifer Aniston comedy tallied up just $6.6 million, despite a 60% approval rating on Rotten Tomatoes. It may fall under the "rent it" category for many viewers.  Gone likewise didn't connect with audiences, which gave it just a C+ in exit polls. The Amanda Seyfried kidnapping thriller finished with just $5 million.

A number of Oscar nominees posted gains this weekend. Best Foreign Language Film winner A Separation went up 36% to earn $423,000. Foreign Language nominee In Darkness received a 10% boost, grossing $91,000. Bullhead, which was nominated in the same category, posted a 28% gain for a total of $41,000. My Week with Marilyn expanded slightly and posted a 58% gain to $313,000. The Artist, which earned five wins, went up 23% to $3 million.

This Friday, Oscar winner The Artist will go big in an attempt to capitalize on its win. It will be joined by Dr. Seuss adaptation The Lorax and the one-crazy-party teen comedy Project X.