The Help can boast about being the #1 film in America for the third week running. It’s apparent that The Help has hit its market. Part of the reason for its longevity at the top is that this is the type of film that caters to an older audience, and the older folk tend to take their sweet time getting around to things. The film is building buzz slowly, much like the novel. The weekend returns have dropped less than 25% in each of the past three weeks; it only dropped 2.3% from last week. This is an indication that its audience is responding well, that there’s a steady stream of people coming out to see the film. There are still a few more weeks like this in line for The Help, but eventually the well will dry up. Still, The Help has banked $118 million so far and could get to $150. Could get to $200. It’s hard to predict exactly where a slow burning film like this will end up.
The other part of The Help’s success is a weak box office at this time of year. There were three major releases this week, none of which broke $10 million. Even the 3D bump couldn’t propel Shark Night 3D beyond fourth, though it and Apollo 18 are too close to call until the actuals come out later. Rise of the Planet of the Apes crossed $160, and we’re all but assured to get a sequel out of this, which is a very good thing. Elsewhere, Transformers: Dark of the Moon crossed $350 million, and, despite a big marketing push by Disney and Pixar to get Cars 2 over the $200 million hump, it only brought in $1.1 million for the weekend and will end at $190. That lemon’s been squeezed.
Next week brings us Contagion, a new action/thriller from Soderbergh with an all-star cast. And a few other new wide releases to mix things up too. Let's see if one of them can knock off The Help.
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