‘The Smurfs 2’ Takes 3rd

Smurfs2Takes3rd

Call it fate, call it karma, call it whatever, but The Smurfs 2 took third place in the U.S. box office derby this weekend, earning $17.5 million over the weekend and a total of $27.1 million since its opening on Wednesday, July 31. According to Box Office Mojo, first place in the U.S. box office this weekend went to 2 Guns with $27.1 million, with The Wolverine taking second place at $21.3 million.

About The Smurfs 2, Box Office Mojo stated that the U.S. earnings were “noticeably lower than the first movie’s $35.6 million three-day start at the same time in 2011, and is also the worst start for a family movie so far this summer behind Turbo ($31 million five-day).”

Box Office Mojo also had some interesting analysis to consider:

“The first Smurfs movie had two things going for it that The Smurfs 2 did not. First, Summer 2011 hadn’t been a particularly strong season for family movies: Cars 2 and Kung Fu Panda 2 were on top, though both earned less than $200 million. In comparison, Summer 2013 has been incredibly busy—Despicable Me 2 and Monsters University are on pace to combine for around $600 million—and The Smurfs 2 is the latest victim of family audience fatigue. Audiences also gave The Smurfs the benefit of the doubt because it was something new: unfortunately, it was generally disliked among adults, which likely caused many of them to hold off on the sequel.”

“Families accounted for 80 percent of The Smurfs 2‘s business, while 63 percent of audience members were female. They gave it a good “A-” CinemaScore, though it’s rare for a family movie to go lower than that. With tough competition from Planes this coming week, there’s no way The Smurfs 2 winds up anywhere near $100 million. Ultimately it doesn’t matter too much how The Smurfs 2 performs at the domestic box office, though, considering it’s in line for huge overseas business.” (Overseas, The Smurfs 2 has already opened in 43 foreign markets and has earned $52.5 million so far.)

Did you see The Smurfs 2 over the weekend? What did you think of the film? Let us know in the comments below.

Source: Box Office Mojo

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