Angie's 'Salt' Seasons Friday Box Office; But Chris Nolan's 'Inception' Still Big No. 1
By Nikki Finke | Friday July 23, 2010 @ 10:44pm PST
FRIDAY PM: Hollywood expected Inception to hold well in the large markets and on both coasts. But Salt definitely put some pepper into Friday's and this weekend's estimated box office, according to my sources using early numbers:
1. Chris Nolan's Inception for Warner Bros/Legendary Pictures will still be the No. 1 movie for its 2nd weekend in release. It went into today having made $100+M in the U.S. and Canada in just 7 days -- only the 5th film and the only original 2D movie to accomplish that. Inception made a big $14.4M Friday for a Superglue-like hold of 34% compared to a week ago for what's expected to be a $40+M weekend and a new cume of $140M. Ah, what dreamy legs.
2. Sony Pictures set a new salary high for Angelina Jolie to star in this weekend's No. 2 movie Salt. Still, the studio was gobsmacked when she earned every penny, whether it was long autograph-signing sessions at the pic's premieres or making a much-hyped panel appearance at Comic-Con. That was just a few of the marketing moves Sony made to sell Salt but there were more by Jeff Blake and his staff: concocting a high-octane ad campaign, devising a 9-week episodic online game, junketeering in Washington DC with a reception/tour of the International Spy Museum, even exploiting that recent real-life Russian sleeper spy ring in the news because of its similarities to the movie plot. "The Anna Chapman story resulted in extensive off entertainment page coverage mentioning Salt," one Sony exec explained to me.
Jolie's pic had been tracking extremely well for weeks by garnering solid unaided awareness overall with total awareness strongest in older females and males, followed by younger males. (Younger females were a bit behind...) And now she's the only actress who can open a kickass actioner right now. And And open SALT she did with a $13.8M Friday and expected $35+M weekend. With a supposed cost of only a little over $100M (Sony claims that's because of production incentives from shooting back East), the studio is confident it has a hit here and overseas. Salt is opening in a few territories over the next few days (i.e. Colombia, India, Egypt, Jordan, Aruba, Jamaica, etc) while next week it releases in countries like Russia, Korea, Japan and Brazil. The film will continue to roll out all over the world through October. MORE