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article imageUpdate: Hollywood gives up on Labor Day box office

By Tim O'Brien     Sep 3, 2012 in Entertainment
When a holiday weekend approaches, the box office numbers game means adding another roundup to the mix. First, take the three day total, report, and then add in the Monday, report again.
By adding Monday, it doesn't look quite as bad as it did on the previous report, but, truth is, it was still a slow weekend. However, more than one film jumped in the double digit party by adding Monday, so that helps it look better.
Oh, and that gives "Oogieloves" a little boost. It's total take after opening to the worst three-day weekend opening ever (2,000 or more theaters), is now $601,000 (total, $827,000).
Four-day weekend
1. "The Possession" - $21.3 million
2. "Lawless" - $13 million (total, $15.1 million as it opened Wednesday)
3. "The Expendables 2" - $11.3 million
Let's also take a look at Labor Day in general when Hollywood appears to give up. When a film like "The Possession" nabs $17.7 million for a slow take and now, add in Monday for the $21.3 million, it takes an odd turn. It was a slow weekend by all accounts but "The Possession" lands in second all time for Labor Day weekends since 1982. After a summer of rolling out blockbusters (since the first weekend in May, which is clearly not summer) until now, which is not the end of summer, Hollywood plays with the seasons. They pull the plug on summer with Labor Day and those totals prove that. Check that list from Box Office Mojo right here.
Perhaps one studio executive is rethinking that just as they did back in the 1970s when it was decided to release "Jaws" near a summer holiday. After that great and risky decision, the summer blockbuster was born. Instead of giving up on Labor Day because kids are going back to school and football begins, end summer with a blockbuster. Or at least give movie-goers who do not have kids or watch football, better options.
On that note, The Wrap is reporting that Kenn Viselman, who brought us "Oogieloves," said the idea of the bad opening could be a good thing. It notes that the notoriety may help in the long run. He told The Wrap today (Sept. 3), "We’ve now got the notoriety we were trying to get for weeks before the film opened.” For that report, go here.
So, it may have been a slow box office weekend, it really wasn't as far as Labor Day is concerned. Well, at least for "The Possession."
Go figure.
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