THE SORCERER’S APPRENTICE Opening Day Fails To Cast A Spell

     July 15, 2010

The Sorcerers Apprentice movie image slice

In the midst of a crowded mid-summer season at the multiplex, it may have escaped your attention that Disney’s The Sorcerer’s Apprentice opened yesterday at 3,385 locations. Don’t worry. It escaped a lot of other people’s attention as well. Early studio estimates give the Jerry Bruckheimer-produced pic a first day total of just $3.7 million. That is just over one third of what Bruckheimer’s last would-be tentpole, Prince of Persia: The Sands of Time, brought in on its first day back in May. Of course, Persia debuted on a Friday. More recently, Knight & Day did a more comparable $3.8 million on its Wednesday debut. But let’s face it: this isn’t the box office company Disney was hoping to keep after securing “the team that brought you National Treasure.” Moving the release of The Sorcerer’s Apprentice up two days was supposed to give the film some traction before Inception hits on Friday. At this point, however, it looks like Nic Cage and company will be lucky to clear $30 million by Sunday. As always, we’ll have box office updates this weekend.

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