I think we're overlooking one fact here. Studios
want people to go see their movie at the opening weekend.
"In the USA . . . The interesting thing is that the amount of money kept by the distribution company (again, which is then divided between itself and the production company if it's different) shifts the longer the movie is on the market. Typically, slightly more than half of all dollars sold in tickets goes to the studio/distributor for the first few weeks of its release. This percentage does lower over time. This is why production companies, studios and distributors obsessively "front load" a big budget movie to have massive openings."
https://www.quora.com/What-percentage-of-box-office-revenues-goes-to-the-makers-of-the-movie (top answer)
Does a steep drop in the box office then necessarily mean that the product was bad, or does it mean that the studio has done a great job marketing it to the point where almost everyone interested in the film went to see it as soon as it came out?
A hypothetical movie that does 100m in the opening weekend and then makes 25m more for 4 more weeks would then make more money for the studio than a hypothetical movie that grossed exactly 40m each week for 5 weeks.