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We Are Summer, Hear Us Meow. "Lucy" Primed To Lead Yet Another Lackluster Weekend

Photo of Jim Amos By Jim Amos | Box Office Insider July 25, 2014 at 12:32PM

An estimated $2.7 million Thursday is an acceptable, if not sensational, start for the Scarlett Johansson starrer, "Lucy" from acclaimed writer and director Luc Besson. Here's thinking the film translates to an opening in the low 30's but with a less than impressive Cinemascore. Box Office Insider has the projected Weekend Top 10 here...
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lucy

An estimated $2.7 million Thursday is an acceptable, if certainly not sensational,  start for the Scarlett Johansson starrer, "Lucy", from acclaimed writer and director Luc Besson and starring the ultra-cool Scarlett Johansson.  Universal's done a terrific job showcasing the film's star and hip feel while simultaneously playing down the intricate storyline, which has proven a bit confusing to early audiences.  Here's thinking the film translates to an opening in the low 30's but with a less than impressive Cinemascore.  The film might very well prove to be a bit of a head scratcher for most moviegoers so a quick burn could very well be in the offering.  

Elsewhere, Dwayne Johnson tries his hand at the "Hercules" legend.  While this outing certainly looks like a step above the Kellan Lutz starrer from January (by the way, is this the standard we're now judging summer movies?  "Better than the Kellan Lutz version"?) , which opened to a paltry $8.8 million, did we really need another "Hercules"?   If tigers flying through the air at The Roc, uh I mean Johnson, in TV ads is the best we've got then don't be shocked if this might just dip below the $20 million mark.  The film pulled in $2.1 million from its Thursday night late shows

The Fluffy Movie

Open Road's "The Fluffy Movie" and Clarius Entertainment's rom/com for Generation X-Lax, "And So It Goes", also open, with both slated for the low single digit debuts.  Of course, "Fluffy" will achieve that number in only 432 houses while it'll take Michael Douglas and Diane Keaton 1,760 theatres and 90 minutes of bickering to get there.  

Boyhood

And do not forgot two other titles this week.  First off, "Boyhood" expands into the top 25 markets (107 theatres) overall, and Bollywood finally emerges from its World Cup induced cocoon with "Kick" from Hindi star Salman Khan.  It won't crack the top ten but look for a gross north of $1 million and a welcome relief to Bollywood screens in North America.

PROJECTED WEEKEND TOP 10
1)   LUCY---UNIVERSAL---$34.0 MILLION--3,172 THEATRES

2)   HERCULES---PARAMOUNT---$22.0 MILLION---3,595 THEATRES

3)   DAWN OF THE PLANET OF THE APES----FOX---$19.1 MILLION---DOWN 47%

4)   PLANES: FIRE AND RESCUE---BUENA VISTA---$11.5 MILLION---DOWN 33%

5)   THE PURGE: ANARCHY---UNIVERSAL---$11.3 MILLION---DOWN 62%

6)   SEX TAPE---SONY---$8.7 MILLION---DOWN 40%

7)   TRANSFORMERS: AGE OF EXTINCTION---PARAMOUNT---$5.3 MILLION---DOWN 46%

8)   TAMMY---WARNER BROTHERS---$4.4 MILLION---DOWN 40%

9)   22 JUMP STREET---SONY---$3.2 MILLION---DOWN 31%

10) (TIE) AND SO IT GOES--CLARIUS---$3.0 MILLION---1,760 THEATRES
             THE FLUFFY MOVIE---OPEN ROAD---$3.0 MILLION---432 THEATRES

BUBBLING UNDER THE TOP 10
BOYHOOD---IFC---$2.1 MILLION---EXPANSION TO 107 THEATRES 
KICK--UTV---$1.5 MILLION
HOW TO TRAIN YOUR DRAGON 2---FOX/DWA---$2.5 MILLION---DOWN 35%
EARTH TO ECHO---RELATIVITY---$1.8 MILLION---DOWN 41%
MALEFICENT---BUENA VISTA---$2.2 MILLION---DOWN 30%

This article is related to: This Week's Predictions, Lucy, Hercules, Box Office, Box Office


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Upcoming Imax Titles

2014
9/5 Forrest Gump
9/26 The Equalizer

Upcoming D-Box Titles

2014
9/19 The Maze Runner

Upcoming 3D Titles

2014
9/26 The Equalizer
10/3 Annabelle

Studio Market Share

Thru August 3rd
1. Fox 18.1% 1,156m
2. Warner Brothers 15.7 998m

Major Film Festivals

8/6 - 8/16 Locarno
8/27 - 9/6 Venice Film Festival