Not fairing so well was the terribly-marketed Admission. Remember when I wrote a couple weeks ago that you needed stars *and* concept these days? Well, Universal's film had stars like Tina Fey and Paul Rudd but barely even tried to sell what the movie was about. So you get a $6.4 million opening weekend, or just over a third of what Baby Mama and I Love You Man opened with this time in 2008 and 2009 respectively. The film only cost $13 million so it may break even in the end, but again, you can't just throw stars on the poster and scream "generic romantic comedy!". The film is actually more complicated than the marketing was willing to suggest, which of course is a good thing for the movie but a bad thing for a thirty-second TV spot. To be fair, Baby Mama was sold as a genuinely feminist comedy that also starred Amy Poehler and it came out before Fey became known to much of "Red State America" as the woman who helped destroy Sarah Palin's vice-presidential aspirations via uncanny impersonation. I have no idea whether that hurt her appeal among more conservative moviegoers but it certainly didn't help. We have to remember that very few people watched 30 Rock so for many general moviegoers, Tina Fey isn't one of the hottest/smartest/funniest women on the planet, but merely that SNL lady who does that Sarah Palin impression and also was in Mean Girls nine years ago (that she wrote it is obviously less well-known about the general populace).
In holdover news, Oz: The Great and Powerful is still holding strong. A 46% drop this weekend was inevitable for obvious reasons, but the film still has $177 million domestic and $178 million overseas for a $356 million total. Stoker sadly flamed out in expanded release, earning $356,000 on 275 screens. See it soon before it's gone! Snitch topped $40 million which is a big win for the Dwayne Johnson action vehicle, especially with G.I. Joe: Retaliation likely to make that much in its first two days. The Incredible Burt Wonderstone dropped 58% on account of being terrible, giving it a ghastly $17 million after ten days. The Call felt the heat from Olympus Has Fallen and dropped 49% for a $8.7 million weekend. That's still good for $31 million in ten days for the better-than-you'd-expect $13 million programmer. Identity Thief has $127 million while Jack the Giant Slayer has a mere $59 million, with little help on the way overseas (at this rate, it'll just barely cross $150 million).
That's it for this weekend. Join us next time for G.I. Joe: Retaliation (review Wednesday), Tyler Perry's Confessions of a Marriage Counselor, and The Host.