August 28, 2010


With one week to go before we bid farewell to the summer of 2010, three “new” releases arrived to claim their share of those diminishing vacation dollars. The actual new movies fared better than the one “new” movie: that re-released, Special Edition of Avatar. The now extra, crazy-long ‘biggest movie of all time’ earned an estimated $1.2 million from its 811 all-3D engagements (including 125 in IMAX). That was good enough for tenth place on Friday… right behind Nanny McPhee Returns. I guess those extra 8 minutes weren’t a big incentive after all. On the winning end of our top ten, The Last Exorcism led the pack on Friday with an estimated $9.4 million from 2,874 locations – just a bit less than The Final Destination, with its 3D-enhanced ticket prices, earned on the same day in 2009. The heist drama Takers placed second with $7.5 million estimated from 2,206 locations. Screen counts, um, count, in other words. We’ll have full weekend details back here tomorrow.

Title Friday Total
1 The Last Exorcism $9,400,000 $9.4
2 Takers $7,500,000 $7.5
3 The Expendables $2,700,000 $75.2
4 Eat Pray Love $2,100,000 $55.8
5 The Other Guys $1,900,000 $94.6
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