'Most Popular' award goes to 'Social Network'

By Sarah Sluis

Combining a near-perfect review record with a $23 million opening weekend, The Social Network is well on its way to becoming a front-runner at the Oscars this year--though it's still a little early in the race. The

lead-up to the opening included intense speculation on the story's realism. In what was considered a PR counter-strategy to the more negative portrayal of Mark Zuckerberg, the Facebook founder appeared on "Oprah" and donated $100 million to New Jersey schools. This movie truly has four-quadrant appeal. Males and females provided equal support, and under-25 and over-25 audiences turned out almost equally. The latter group should prop up returns in coming weekends, as older viewers make their way to theatres.

Case 39 and Let Me In both disappointed, coming in seventh ($5.35 million) and eighth ($5 million) place, respectively. The first, starring Renee

Zellweger, had been shelved since 2006, a datedness that did no favors to the already well-trod child-demon genre. Let Me In, a remake of the Swedish film Let the Right One In, may have been too original for its own good. Horror audiences may have been turned off by its lack of big scares and focus on characterization, while drama-seeking audiences may have been alienated by the vampire/horror link.

The rest of the top ten dropped in just the 30-40% range. Including weekday grosses, many of the films have been adding an amount equivalent to their opening weekend every week of their release. In second place, Legend of the Guardians: The Owls of Ga'Hoole earned $10.8 million for a total of $30 million, nearly double its $16 million opening weekend. Wall Street: Money Never Sleeps and The Town each added around $10 million to their totals. Easy A, which had a $17 million opening weekend three weeks ago, has since risen to a cumulative gross of $42 million. While the fall movie season has brought lower opening weekends, these films have been able to sustain their earnings longer, since the competition isn't as tough as in the summer.

Moving to specialty releases, Catfish amassed the most dough, accruing $607,000 and improving 34% over last week as it more than doubled the amount of theatres in its release. In its second week, Waiting for "Superman" shot up 192%, moving from 4 to 34 theatres while still keeping its per-theatre average above $10,000. Woody Allen's You Will Meet a Tall Dark Stranger went up 44% as it expanded from 6 to 29 theatres, averaging $8,000 per screen. Never Let Me Go shows signs that it isn't catching on. In its third week, it dipped 23% even as it added 17 theatres for a total of 43 screens. Freakonomics' debut failed to ignite. The documentary, which is based on a bestselling book, earned just $1,900 per screen at 17 theatres. The movie had been in release on iTunes and on-demand for a month, so perhaps the most interested audiences already sought out and watched the film.

On Friday, Disney's feel-good horse racing film, Secretariat, will leave the gate along with romantic comedy Life as We Know It and teen horror flick My Soul to Take.

Friendly competition between 'The Social Network,' 'Let Me In'

By Sarah Sluis

Led by a press barrage and endless speculation on the film's awards prospects and accuracy, The Social Network will hit 2,771 theatres and, some say, earn in the high $20 million range. The semi-biographical movie follows the founder of Facebook, Mark Zuckerberg (Jesse Eisenberg), from his Harvard days to his

company's growth in Silicon Valley. Critic Dana Stevens at Slate exclaimed, "What a joy to sit in a theater and be engaged, surprised, challenged, amused." Under the direction of David Fincher and with the verbal stylings of Aaron Sorkin, the movie is a "social satire, a miniaturist comedy of manners, and a Greek tragedy; it bites off a lot, at times more than it can chew. But even the unmasticated morsels are pretty tasty."

A remake of the Swedish vampire film Let the Right One In, Let Me In will bow in 2,020 theatres. While many Hollywood remakes of foreign films aren't treated very kindly by critics,

this vampire horror film has gotten props from reviewers who applauded its consistency, if not its originality. "Not only does it refrain from softening or dumbing down the story of a persecuted youngster who finds his soul mate in a vampire," critic Maitland McDonagh praises, "it incorporates additional material taken from John Ajvide Lindqvist's deeply disturbing source novel." It seems director Matt Reeves (Cloverfield) borrowed something good and, harder, kept it good.

The much-delayed Case 39 (2,211 theatres) starring Renee Zellweger will go head-to-head with Let Me In. Both films have been tracking in the $10 million range, and with slightly different

audiences--Case 39 has been attracting Hispanic audiences while arthouse lovers want to catch the foreign vampire film remake. Interestingly, the two films center on innocent/violent girls. In Let Me In, a boy befriends a vampire girl, while in Case 39 Zellweger adopts a girl who turns out to be evil.

After being available on iTunes for almost a month, Freakonomics will hit 20 theatres. If the documentary performs well, it will quell fears that opening multiple windows diminishes, not intensifies, box-office returns. Critic Ethan Alter found the film uneven, with some segments stronger than others.

Two of next week's films, romantic comedy Life as We Know It and feel-good horse racing film Secretariat, will offer sneak peeks on Saturday in roughly 800 theatres, hoping to get a leg up on positive word-of-mouth. Studios don't always release the earnings from these sneaks, but they could tip the scales during their openings next Friday.

On Monday, I'll circle back to see The Social Network's impact on returning films such as Wall Street: Money Never Sleeps and The Town, and see which horror-thriller, Case 39 or Let Me In, lured more audiences.