I Should Be Doing Box Office

I will be writing about box office on the regular again soon.

But I am put off by two events. First, the passing of our own Len Klady, who had his quirks, but whose numbers I worked with for a very long time, weekend in, weekend out. Second, the deconstruction of Box Office Mojo, which had become the best tool for box office analysis online.

So I am way out of rhythm.

In any case, the $3.1 million number, which likely means a number under $10 million for the opening of the new Charlie’s Angels is shocking. Just shocking.

Not because of the movie, but because the number is inexcusable. Shall I compare it to other openings this year? Can’t. Box Office Mojo has removed that opportunity.

The recent comps are Stuber, Ugly Dolls and The House. All originals.

For Sony to go out with this movie and miss so completely is… shocking. The film is better than this, if still imperfect. But quality is not the standard for opening a movie! It is, more than ever, a matter of targeting specific core audience…