Moviegoers once again demonstrated their willingness to flock to theaters, regardless of critical reception, with three distinct genre films opening over the extended Presidents Day weekend. This resulted in a record-breaking four-day total of $230 million, surpassing the previous high of $220 million from the year before. The inclusion of Valentine's Day played a significant role in boosting these numbers.
New Line/Warner Bros. capitalized on the romantic atmosphere by releasing "Valentine's Day," which became the widest release of the weekend, playing in 3,665 theaters. Despite being panned by critics, the film resonated with audiences. The formula for success was simple: pack the movie with over a dozen A-list stars while keeping the budget under $50 million.
The star-studded cast, including Julia Roberts, Jessica Alba, Bradley Cooper, Anne Hathaway, Patrick Dempsey, Taylor Lautner, Jamie Foxx, Jennifer Garner, Topher Grace, Ashton Kutcher, Queen Latifah, and Emma Roberts, managed to keep costs down by working for reduced fees and back-end deals. This allowed them to complete their parts quickly and move on to other projects.
The impressive lineup of celebrities made for an eye-catching trailer and a poster so crowded that it featured only thumbnail images of the stars in the shape of a heart. This strategy effectively drew in women, who were enticed by the celebrity factor, and men, who found it an easy way to celebrate the holiday without much effort. One rival studio executive noted, "Men are less negative than usual."
Despite receiving only 13% positive reviews from top critics on Rotten Tomatoes, "Valentine's Day" performed exceptionally well at the box office. It raked in $16.5 million on Friday, $18.4 million on Saturday, and a staggering $22 million on Sunday, leading Warner Bros. to predict a $65 million four-day total. The success has already prompted the studio to plan a sort-of sequel.
Also benefiting from the Valentine's Day spirit was Relativity/Sony Pictures' "Dear John," a sappy military-themed love story, which saw as much business on Sunday as it did on Saturday.
Valentine's Day blooms spectacularly at the box office
Its $65 million four-day haul shatters previous President's Day weekend records
Percy Jackson secures a robust second place launch
The fantasy adventure gathered $40 million over the extended holiday frame
The Wolfman howls into third but falls below projections
Universal's monster reboot lumbers in with $34.8 million over four days
James Cameron's Avatar continues its extraordinary journey
Adding another $26 million, its domestic total climbs to $659.6 million
Dear John maintains its romantic hold in week two
The Sony/Relativity drama earned $18 million, pushing its cume to $53.1 million
Mid-range performers show varied holds
Tooth Fairy charms $7.7 million (Cume: $41.5m)
From Paris With Love collects $4.9 million (Cume: $35.9m)
Edge of Darkness earns $5.2 million (Cume: $35.9m)
Crazy Heart expands its acclaim
The Fox Searchlight awards contender added $4.7 million, reaching $16.5 million
When in Rome rounds out the top ten
Disney's comedy fetched $3.7 million, totaling $25.8 million
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