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    August 12, 2009

    THE JOES RULE THE BOX OFFICE

    This year’s summer, Paramount Pictures has successfully rolled out three massive action franchises. On May, JJ Abram’s Star Trek opened north of US$ 70 million for the franchise’s height, while late June saw the ever popular robotic gala; Michael Bay’s Hasbro’s darling Transformers 2 smashed US$ 200 million mark in only 5 days. The streak continues again last weekend when another Hasbro’s production G.I .Joe opened to a sizzling US$ 54.7 million, beating the closest rival by wide margin on the US Box Office.

    G.I. Joe: The Rise of Cobra played like any other (possible) first installment in a franchise. The opening is not any near record breaking but considered a solid one, fueling it for the month August as the number four most gross opening weekend of all time. Built upon a skeptical and doubt on how Stephen Sommers had worked this movie on, making this possibly the last major flick of the summer, have aroused movie-goers to capacitate their curiosity on this movie by queuing at the counter to catch this movie leading to a solid opening.

    Probably, it may play in a similar demographics and descriptions like Transformers; where the movie lacked of any well-known A-list stars, based upon a popular material, attracting quite a number of bad critics but generating a lot of audience hype - the questions on how G.I. Joe will take in by the end of its run depends on the weeks to come.

    On second place, playing to a different gender, now more feminine skewed was Sony’s Julie & Julia, raking in US$ 20 million. This cooking-themed movie, starring Meryl Streep and Amy Adams, has a definite star power on it and could play well in a longer run.

    Last week’s champ, Judd Apatow and Adam Sandler’s first team up as Funny People tumbled down severely to number five spot. The comedy bleeds about two-third of its opening gross for a US$ 8 million, US$ 40.5 million in 10 days – marking an all time low for both star’s summer movie in recent years.

    Opening on seventh place was Universal’s A Perfect Getaway. The thriller starring Steve Zahn and Milla Jovovich grossed only US$ 6 million and will have tough days in counting. For the Top 12 Box Office in US is as follow:


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