Weekend Box Office: GI Joe: Retaliation tops Easter weekend while The Host tanks.

It was a crowded Easter weekend at the box office, as three new releases and a couple strong holdovers did battle over the frame.  Opening on Thursday to take advantage of Good Friday (IE - no school!).

G.I. Joe: Retaliation opened with a relatively solid $51.7 million over the four-day frame, for a $41.2 million Fri-Sun gross.  Any way you slice it, this is a slightly lower figure than the $54 million Fri-Sun debut of G.I. Joe: The Rise of Cobra back in August 2009.  Yes that film opened in late summer but this film had 3D-enhanced ticket prices, so it's basically an even comparison.  The sequel/reboot was scheduled to open in late June of last summer only to be pulled and rescheduled so that the film could be converted to 3D in order to theoretically boost foreign grosses. One can only wonder whether Paramount possibly cut off its nose to spite its face, sacrificing a prime summer slot when the buzz was hottest only to achieve an arguably lower debut than it might have achieved had it opened when intended. G.I. Joe: Retaliation probably won't cross $120 million in America, which in normal circumstances would be very bad.  More likely, Paramount knowingly sacrificed domestic strength for international muscle, which is yet another sign of the times. The current worldwide total is estimated to be about $132 million, so it's nearly halfway to the first film's entire $300 million worldwide total.  Assuming it has anything resembling legs, Paramount's risky bet may have paid off.  The new film cost less ($130 million) and the first film ($175 million), so presuming the rescheduling didn't massively add to the marketing and distribution costs, equaling or surpassing the first film's total ($150 million domestic and $150 million international) still counts as a single if not a double depending on the overall result.

Weekend Box Office (03/24/13) part II: Olympus Has Fallen rises while Admission fails and Spring Breakers amuses.

No matter what you think of the film, the $30.5 million debut of Olympus Has Fallen this weekend is very good news for those who want their action films to be R-rated.  With Arnold, Sly, and Jason all flaming out and only the terrible A Good Day To Die Hard opening well, we needed an original R-rated action film to reestablish their viability. I may be forgetting something, but this this is among the top R-rated action openings for a non-sequel since the $50 million debut of Wanted back in June 2008 (possible exceptions: Inglorious Basterds which opened with $37 million in August 2009 and the sci-fi drama The Book of Eli which debuted with $32 million in early 2010).  The film is easily Film District's biggest debut ever, with a solid A- from Cinemascore and a strong 3.0x weekend multiplier.  The concept is a pretty obvious winner, so obvious that I'm amazed it hasn't been done before (yet it's only the first of two, with White House Down opening this summer).  The obvious appeal of the narrative plus a game cast of recognizable players (Gerald Butler, Morgan Freeman, Aaron Eckhart, Angela Bassett, Melissa Leo, etc.).  It'll take a hit next weekend from G.I. Joe: Retaliation, but it should recover due to the fact that it's one of the most insanely violent R-rated action films this side of Starship Troopers and thus will provide the kind of carnage that a PG-13 G.I. Joe movie cannot.  Hopefully this finally gets the undervalued Antoine Fuqua onto the various 'hot lists' next time a studio goes hunting for a tent pole director.

Weekend Box Office (03/24/13) part I: The Croods isn't Dreamworks' comeback because they weren't in free-fall.

What a difference three years and an deflated expectations make.  Three years ago this weekend, Dreamworks had to eat a token amount of crow when How To Train Your Dragon opened with *just* $43 million.  Coming off the $59 million debut of Monsters vs. Aliens a year prior and elevated expectations due to the "new-found" popularity of 3D, the film was written off initially as a slight disappointment with the hopes that strong reviews and word-of-mouth would keep it alive.  Of course, the film had insane legs and eventually ended up with $217 million domestic, but that's another story.  Now, coming off the somewhat disappointing Rise of the Guardians ($303 million worldwide), a series of company lay-offs, and the delaying and/or cancellation of a few projects (like Me and My Shadow), Dreamworks is now trying to sell the (estimated as of this writing) $44 million debut of The Croods as a comeback and/or a massive win for the company.  But not only is this not a comeback, but I would argue that Dreamworks doesn't have anywhere to come back from and that the perception of their failing after a single disappointing film is indicative of the fall-out of our obsession with rise/fall narratives where they don't belong.

Weekend Box Office: Oz tops twice, The Call tops Burt Wonderstone, and Spring Breakers explodes in limited release.

There is an amusing phenomenon, going back at least as long as I can remember, to underestimate the box office potential of films featuring actors of color.  We don't see it coming, we're shocked when it happens, and then studios don't actually factor this new information into their production slate.  Anyway, The Call was the top new release of the weekend, earning $17.2 million.  Yes the film played strongly among African Americans, at least partially because the movie bothered to feature a few (Halle Berry and Morris Chestnut among many others) in more than just token roles.  Tracking this debut compared to Berry's previous efforts is tough because she has had co-starring roles in stuff like Die Another Day ($47 million debut), The Flintstones ($29 million), and the X-Men trilogy ($54m, $85m, and $102m).  In terms of starring vehicles, this is bigger than the likes of Catwoman ($16 million), and A Perfect Stranger ($11 million), but below Gothica ($19 million).  The marketing smartly highlighted that it was a film about one woman rescuing another woman from peril, with no clear male lead.  It played 61% female and 53% over-30.  The picture cost just WWE just $13 million before selling the rights to Sony and earned a B+ from Cinemascore, so it may just have legs.  Even if its appeal is about "black audiences have nothing for them right now", Warner Bros' Jackie Robinson biopic 42 doesn't open until April 12th.

Weekend Box Office: Oz: The Great and Powerful summons $80 million, with all signs pointing towards a leggy run.

I've said this before, but one of the problems with modern box office analysis is that it treats studio tracking numbers, which are supposed to be internal figures that can be used to adjust marketing in the run up to release, as ironclad box office predictions.  More often than not, pundits use tracking in a way that creates a preemptive doom-and-gloom scenario where a new release is painted as a box office turkey before it even opens *or* its used to give unrealistic expectations to a new release so that studios are then forced to defend what is actually a solid debut.  Such is the case with Oz: The Great and Powerful (trailer/posters).  The $215 million Disney prequel debuted with a strong $80.3 million this weekend.  Alas, due to rumblings and arbitrary presumptions that the film would open with as much as $100 million over the weekend, mostly due to the project's token similarities with Alice In Wonderland, Disney may now be forced to defend what is easily the biggest opening of 2013 by more than double and the third-biggest March debut ever behind Alice In Wonderland ($116 million) and The Hunger Games ($153 million).

Weekend Box Office part II: Stoker scores in limited while three wide newbies tank.

The best film of the weekend also had the best per-screen average of the weekend.  Fox Searchlight's Stoker earned $22,689 on each of its seven screens for a $158,000 opening weekend.  Now any number of films can open strong in limited only to tank as it goes wider, so now it's just a question of whether Fox Searchlight even bothers to expand it and how larger audiences react to what is clearly not a mainstream thriller. But for those in the mood for what it offers, it's delicious.  The other three newbies were, um, The Last Exorcism part II, 21 and Over, and Phantoms.  Let's make this quick.  The Last Exorcism part II was a case of CBS Films picking up a franchise that Lionsgate smartly knew was a one-and-done affair.  The original, which opened to $20 million in late 2010, was actually quite good, arguably among the best found footage horror films of the modern era.  But it wasn't something that demanded a sequel and its $8 million opening weekend should be a giant warning sign to the financial backers of Insidious 2 and Sinister 2, although if both films can keep their budgets similar to the $1-3 million that their respective predecessors cost, then they'll be profitable regardless. Even this new one cost just $5 million, so it will still make money.

Weekend Box Office part I: Fee Fi Fo Flop: Jack (the Giant Slayer) bombs harder than even John Carter.

Pretty much everything I said last March about John Carter applies to Jack the Giant Slayer.  There are a few differences.  Jack and the Beanstalk is technically a well-known property and Bryan Singer had the live-action track record that Andrew Stanton did not.  But otherwise it is pretty much the same fallacy with pretty much the same result: $200 million cost plus who knows how much in marketing for $27.9 million on opening weekend.  No stars, source material no one really cared to see onscreen, marketing that didn't convince them that they should, a release date that put them within one week of a likely juggernaut, and mixed reviews.  Like John Carter and Battleship, Jack the Giant Slayer was basically a $200 million variation on 'Generic Blockbuster: The Movie'.  Unlike Disney and Universal respectively, Warner Bros. seemed to see this one coming well in advance.  They changed the release date from June 2012 to this weekend and changed the title from Jack the Giant Killer to 'appeal to families'.  Yet they still spent $200 million on a would-be family film that I can't take my daughter to because it's PG-13 and (allegedly) features slightly toned down Lord of the Rings type violence. To be fair, some of that $200 million cost was due to reshoots and the date change, but why bother?  Warner spent untold extra millions to get the exact same terrible result they got this weekend.  And really the film's cost is as usual the prime offender.

Weekend Box Office (02/24/13): Identity Thief tops Oscar weekend, Snitch and Dark Skies open "okay".

I can't confirm this offhand, but I'm pretty sure Snitch has the biggest opening weekend of all time for a film based on a Frontline documentary.  The 'mandatory minimum sentences are evil' action drama debuted with $13 million this weekend.  That's not a huge figure, but it's above the sub-$8 million debuts from Sylvester Stallone, Arnold Schwarzenegger, and Jason Statham in the last two months.  Lionsgate/Summit procured the film for just $5 million, so this is a solid win all-around.  The picture played 77% 18-49 and 53% male, earning a B from Cinemascore.  The solid 3.17x weekend multiplier, especially considering the predicted Oscar drop today, means that the film may have legs and an outside shot at $45 million.  It's not a massive success, and it means that Dwayne Johnson needs a viable franchise to be 'box office', but for a film with nothing but The Rock to sell, this isn't a bad debut at all (it's higher than the $8 million debut for 2010's Faster, for example).  Johnson still has G.I. Joe: Retaliation next month and the sure to be *huge* Fast & Furious 6 on tap for May, so this almost qualifies as his "one for me" art film.  It's a good movie that I hope finds an audience and it's clearly a better choice for action junkies than A Good Day to Die Hard.

Weekend Box Office (02-10-13): Identity Thief cements Melissa McCarthy's stardom while Side Effects clarifies Channing Tatum's box office drawing power.

Melissa McCarthy is officially a comedy mega-star.  There can be little dispute of that after this weekend.  Identity Thief topped the box office this weekend with an astonishing $36.5 million and I'm at a loss to think of any reasons it would do so well aside from Ms. McCarthy.  Jason Bateman is a terrific actor and a fine foil, but he's box office poison as a lead (The Switch opened with $8.4 million, Extract opened to $4.3 million, and The Change-Up debuted with $13 million).  The film's simple and self-explanatory title, along with the clever expository tagline ("She's having the time of his life.") surely helped, as did the lack of any big comedies in the current marketplace.  Parental Guidance and This Is Forty are both doing stealthy strong business, with $74 million and $67 million thus far respectively, but this is the first big star comic vehicle in awhile and it delivered in spades.

This was McCarthy's first big test of her alleged stardom.  Identity Thief was completely sold on McCarthy's new-found stardom.  The core imagery was basically her face on the poster, slipping a Slurpee next to a befuddled Jason Bateman. This is a much larger debut than Bridesmaids, the film which catapulted her to fame and proverbial glory back in May, 2011.  This is among the ten-best R-rated comedy debuts ever and the fifth-best for a non-sequel.  Heck, it opened bigger than the PG-13 Couples Retreat, which had a proverbial whos-who of comedy players (Vince Vaughn, Jason Bateman, Jon Favreau, Malin Akerman, Kristin Davis, and Kristen Bell) and managed a $34 million debut back in October 2009. Fox has to be thrilled at the moment, knowing that they have a plausible gold-mine in the Melissa McCarthy/Sandra Bullock action-comedy The Heat waiting in the wings for June of this summer.

Weekend Box Office (02/03/13): Warm Bodies tops while Bullet to the Head tanks.

Ah, Super Bowl weekend!  Warm Bodies (review) can go from a $9 million Saturday to a $2.9 million Sunday and it's okay!  According to the studio, it earned $8.1 million on Friday, $9 million on Saturday, yet is expected to make just $2.9 million today.  Yes, I know today is the Super Bowl, but I'm always shocked by these mega drops each and every year.  The film, which has an estimated $20 million debut, played 60% female (because girls like horror films too!) and 65% under 25, which means it is doing best outside of the stereotypical older male football fan who is already getting ready for the big game so it may end up with a slightly higher weekend total in the end.  It earned a B+ from Cinemascore, with an A- from those under 25 and an A from those under 18.  Regardless, this is a solid debut for a film that easily could have played to the geek crowd exclusively. This is the kind of film that could have easily opened with $8 million over the weekend, as opposed to $8 million on its first day.

Weekend Box Office (01-27-13): Hansel and Gretel slightly overperforms while Parker and Movie 43 underwhelm.

This weekend's lesson is "all the marketing prowess in the world doesn't matter if you don't have the movie". Paramount has been batting 1.000 in terms of launching major fantasy-skewed franchise pictures.  From at least summer 2007 with Transformers, they have been the most consistent performers in terms of grabbing those blockbuster debuts, launching not-quite sure things like Iron Man, Star Trek, G.I. Joe: The Rise of Cobra, and Thor to blockbuster numbers while also turning a glorified home movie (Paranormal Activity) into a massive horror franchise in their spare time.  They were a little off their game in 2012, with several high profile delays into 2013 (Star Trek Into Darkness, GI Joe: Retaliation) and with the few films Paramount did release in 2012 somewhat under-performing (Jack Reacher, Katy Perry: Part of Me, The Dictator, Rise of the Guardians).  But I would argue the fact that Paramount got what looked to be an utter shit-storm like Hansel and Gretel: Witch Hunters to nearly $20 million, or $19 million in this case, is a sign of their sheer marketing will.  They hit all the sweet spots (in theater infomercials, an unexpected R-rating, IMAX engagements, an exclusive sneak peak at a future Paramount movie, saturated coverage in various demographics, etc.) but the movie is the movie.

Weekend Box Office (01/20/13): Chastains's Mama and Zero Dark Thirty top while Walhberg, Crowe, and Schwarzenegger bomb.

This weekend provides a fascinating lesson at the would-be star system and the extent to which it exists in Hollywood today.  Jessica Chastain indeed reigned as the star of the top two movies of the weekend.  Mama (review), which was sold more on executive producer Guillermo Del Toro than anyone in front of the camera, debuted with a terrific $28 million over the Fri-Sun portion of the weekend, with $33 million expected by the end of the four-day Martin Luther King Day weekend (or twice its $15 million budget).  Zero Dark Thirty (everything I've written about that one thus far...) is projected to earn another $21 million by Monday, with $17 million of that coming from its Fri-Sun second weekend, a solid hold of just -28% from last weekend.  The film's ten day total is now $55 million and will be about $59 million tomorrow, or almost identical to what Black Hawk Down had after its first ten days.  It opened on *this* weekend eleven years ago, ironically grossing exactly what Mama made over the four-day holiday and dropping 40% in weekend two for a $17 million second weekend.  Even compared to the usual slate of early year (January/February) supernatural horror, Mama's debut is the strongest yet, besting the $24 million debut of Michael Keaton's White Noise back in January 2005 (that would be about $29 million today).  So does this mean that Jessica Chastain is a new movie star?  Not quite.

Weekend Box Office (01/06/13): Texas Chainsaw 3D tops the first weekend of 2013. Promised Land tanks.

Texas Chainsaw 3D topped the box office this weekend with a robust $23 million.  That's a bit behind the $33 million opening haul for The Devil Inside, but it's still easily the top horror debut for January.  Moreover, the picture earned more, even adjusted for inflation, than the last go around, the painfully underrated Texas Chainsaw Massacre: The Beginning (retrospective essay).  The 2003 remake took in $28 million way back in October 2003 ($36 million in today's dollars, not even accounting for the whole 3D bump), but this under-hyped and frankly somewhat undersold quasi-sequel to the original 1973 film was never going to reach those heights. Said Platinum Dunes remake was exceedingly well-marketed, with a pioneering trailer (think how often it gets ripped off ten years later), and it basically kicked off the return of the hardcore horror film (along with the mostly ignored Wrong Turn from that May). Of course, the best weapon a new horror January film has is the October release of a new Paranormal Activity sequel, as it's a piece of prime demo-friendly marketing.  The Devil Inside attached its trailer to Paranormal Activity 3 back in October 2011 while Texas Chainsaw 3D had its trailer viewed by those attending Paranormal Activity 4 this October.  Of course, the fourth entry made about half what the third one did, so that probably didn't help.

Weekend Box Office (12/30/12): Les Miserables and Django Unchained neck and neck while The Hobbit tops again.

It's frightening sometimes how accurate the math can be.  Before this year, there were only a handful of movies that have opened on a Christmas day that happened to land on a Tuesday over the last decade (Ali and Kate and Leopold in 2001, Alien vs. Predator: Requim, The Great Debaters, and The Waterhorse).  Ali, AvP2, and the Denzel Washington drama The Great Debaters were pretty front loaded ($10m/$34m and $9.5m/$26m, and $3.5m/$13m respectively) while the smaller films (Kate and Leopold and The Waterhorse: Legend of the Deep) had smaller opening Christmas days but longer legs over the six days ($2.5m/$17m and $2.3m/$16.7m).  I use these prior examples because the three major wide releases this weekend pretty much matched up those patterns to a tee.  So when I tell you that Les Miserables opened on Christmas Day to $18 million but did "just" $28 million for the weekend and "only" $66 million for the six-day holiday (a 3.67x weekend multiplier), that doesn't mean anything other than it played like a normal high-profile film that happened to have opened on Tuesday the 25th.  Or that Django Unchained pulled in $64 million off a $15 million Christmas Tuesday opening, that means that it's actually the biggest legs of any would-be blockbuster to open on this specific Tuesday the 25th date (4.2x weekend multiplier).

Weekend Box Office (12-09-12): Playing For Keeps bombs as the moviegoing world awaits the Christmas rush.

The decision by Warner Bros. to move The Gangster Squad (trailer) to January, 2013 and Universal's choice to move Les Miserables from next weekend to Christmas day should have caused a giant game of musical chairs.  It didn't, and now we have the second December weekend in a row (with one more to come) with just a single new release).  Meanwhile the last two weekends of the year are going to be jam-packed with major films (Jack Reacher, This Is Forty, DJango Unchained, The Guilt Trip, etc.), all of which could have *easily* topped the box office and/or dominated the competition had they opened this weekend or last weekend.  But weekends that are barren of new releases save for a Gerald Butler vehicle tend to be very boring box office weekends indeed.

Weekend Box Office: Rise of the Guardians stumbles as most everything else (Life of Pi, Red Dawn, etc.) flies.

As I wrote yesterday, this weekend was a perfect example of the issue with reporting cumulative box office as if it means anything.  Yes it was the biggest Thanksgiving weekend on record ($295 million total over the five days), but such a thing tends to happen when you have three strong holdovers and three relatively strong new releases in one frame.  As always, it's the movies.  More importantly, total weekend box office success is only important if your film is among the ones doing well.  

Dreamworks' Rise of the Guardians basically flopped.  There's really no nice way to say it.  In five days, the $145 million animated film earned $32.6 million while earning just $24 million over Fri-Sun.  As I mentioned yesterday, this is the lowest opening weekend, by a very large margin, for Dreamworks Animation since Flushed Away back in Fall 2006 ($18 million).  Even the film's five-day total ($32.6 million) puts it as the lowest comparative three-day opening weekend since 2006 and their 17th lowest total out of 25 films.  The reasoning for this actually pretty simple.  The film didn't look very visually appealing, the marketing didn't promise anything beyond a painfully generic story (both sadly true about the film itself), and the campaign was based upon the idea that having three holiday icons that everyone knew (Santa, Tooth Fairy, Easter Bunny) and two that were far less well-known in pop culture (Jack Frost and the Sand Man) engaging in a riff on the first X-Men picture was automatically appealing. It wasn't, and with Lincoln and Skyfall winning out as consensus choices for large families, and with Life of Pi  coming out far stronger than expected as a family film choice, plus the still-strong Wreck It Ralph ($149 million thus far, making a go at Tarzan's $171 million finish), Rise of the Guardians just couldn't muscle out of the pack.

Weekend Box Office (11/18/12): Twilight Saga: Breaking Dawn 2 scores $141m while Lincoln impresses with $21m.

The Twilight Saga ended as it began, kicking James Bond's ass to the curb with a massive opening weekend.  The fifth and final Twilight film debuted with $141 million over the weekend.  That's a touch higher than the $138 million debut of Breaking Dawn part 1 and just under the $142 million opening of New Moon over this weekend in 2011 and 2009 respectively, but we're still talking the kind of consistency that the Saw franchise would envy.  There are just ten films that have opened above $135 million and three of them are Twilight films.  Twilight 2, 4, and 5 now holds the 7th, 9th, and 8th biggest opening weekend respectively. Yes it was possible that Breaking Dawn part 2 (review/essay) would get a sort of series finale-bump over opening weekend, but in retrospect it was not entirely realistic.  This series frankly only plays to the fans at this point, with even casual fans coming out on opening weekend.  This isn't a series like Harry Potter, where fans who maybe missed an entry or two along the way and/or saw the prior films in theaters later in their respective runs rushed out to catch the finale on opening weekend.  If you wanted to see the newest Twilight, you were probably a hardened fan who absolutely ventured out on opening weekend every time.  So yeah, this isn't a series that gained new fans after the second installment so there wasn't much room for growth even for this caper (it played 79% female and 50% over 25 years old).  There also isn't much to discuss in terms of domestic totals.  The series has infamously short legs, and so it's probable that the picture did 50% of its business already.  So let's presume a $285-295 million domestic total.  Worldwide, the film has already grossed $340 million globally putting it on track to equal the over/under $700 million totals of the last three pictures.  

Weekend Box Office (11-04-12): Wreck It Ralph sets a Disney animation record while Flight soars to $25 million on just 1,844 screens.

The holiday season started off with a bang this weekend, with three major openers, all of which over-performed or opened within reasonable expectations.  If Wreck It Ralph's (review) estimate holds, it will have the biggest three-day debut for a non-Pixar Disney cartoon ever.  Believe it or not, a regular Disney toon has never opened at or above $50 million over a Fri-Sun period.  To be fair, The Lion King's $42 million debut back in June 1994 would equal around $75 million today and Tangled earned $48 million on the Fri-Sun portion of a $67 million five-day Thanksgiving opening.  Still, with $49.1 million, Wreck It Ralph managed to top every non-Pixar animated feature that has opened in this holiday kick-off spot save Madagascar 2's $63 million opening in 2008.  It opened higher than A Shark Tale in 2004 ($47 million), Chicken Little in 2005 ($40 million), Flushed Away in 2006 ($18 million), Bee Movie in 2007 ($38 million), A Christmas Carol in 2009 ($30 million), Megamind in 2010 ($45 million), and Puss In Boots in 2011 ($34 million over Halloween weekend and another $33 million over this weekend last year). Inflation and 3D-bumps aside, this is a strong debut for a rather crowd-pleasing cartoon that should play well for the rest of the month even with heavy competition in three weeks from Dreamworks' Rise of the Guardians.  Like pretty much every major Disney cartoon since Bolt four years ago, this film is being touted as Disney's return to glory, but merely doing the numbers means that the Mouse House has a pretty big hit on their hands.

Weekend Box Office (10-28-12): Skyfall kills overseas as Argo tops four weak new releases.

There were four wide releases opening domestically this weekend and not one of them made any real impact at the box office.  The big news was the overseas debut of Skyfall (review) which opened in the UK two weeks ahead of its US debut.  The 23rd official James Bond film earned a massive $77 million in the 25 markets it debuted in.  The film earned a massive $32 million in the UK alone, for the second-biggest UK debut weekend of all time, behind the 3D-enhanced Harry Potter and the Deathly Hallows part II.  It earned far more initially than Casino Royale ($21 million) and Quantum of Solace ($24 million), setting the stage for a massive US debut and what will surely be the biggest 007 film yet domestic and worldwide.  I don't think it's the best 007 film or that it should be an Oscar contender, but it's a darn good movie and anyone merely wanting a top-flight bit of action will be thrilled with this entry.  I can't imagine it not opening huge and playing for a rather long time, especially as it will be unopposed in the mega-blockbuster department (Twilight Saga: Breaking Dawn II will play exclusively to its fanbase, massive as it is) for a month until The Hobbit part 1 of 30 opens on December 14th.  

Weekend Box Office (10-21-12): Paranormal Activity 4 drops but still tops while Alex Cross is quite cross.

When you have a sequel that cost just $5 million, it's not really a big deal when your opening weekend drops about 43% from the last time around.  Yes, Paranormal Activity 4 opened with "just" $30 million, which is much lower than the $52 million debut of Paranormal Activity 3 last year and the $40 million debut of Paranormal Activity 2 two years ago.  But with micro-budgets like this, who cares?  Amusingly, it actually followed the exact same midnight-to-weekend pattern as the first two sequels, earning 15% of its opening weekend ($4.5 million) at Thurs night/midnight advance screenings.  Obviously audiences aren't quite as jazzed for the series, which isn't exactly a surprise.  We've had four films in three years.  Even if we admit that the series is dropping faster than the Saw franchise (which took six entries to really drop like a rock), we have to admit that $30 million was the average number for the first four Saw sequels and none topped an opening bigger than $33 million.  Fittingly, it was partially the competition of the platforming first Paranormal Activity that gutted Saw VI (ironically the best entry in the seven-part series) three Halloweens ago, basically tossing the reigning king off the mountain and stealing the crown (read the historical scrolls HERE).