Proportionately-speaking, Thursday’s box-office figures were almost the exactly the same as Wednesday’s. Toy Story 3, in its seventh day of commercial release, did more than triple the business of Knight and Day, which was in its second day of release — $13,056,000 vs. $3,477,879. (Wednesday’s figures had TS3 pulling down $13.458,000 vs. K & D‘s $3,810,649.)
I don’t know what to expect from the James Mangold-Tom Cruise-Cameron Diaz action cartoon on Friday, but a weekend figure of less than $15 million looks like a possibility. Or will it do a bit more?
Fandango has sent out a release saying that advance ticket sales for Adam Sandler‘s Grown-Ups (which opens today) are over twice as large as those for Knight and Day — 12% vs. 5%. The Twilight Saga: Eclipse is the biggest, of course, with 51% with Toy Story 3 capturing 23% of advance sales.
Knight and Day cost about $125 million to produce and God knows how much to market — $50 or $60 million? I don’t want to jump the gun and call it a flop, or say that this is further evidence that the Cruise brand is a shadow of its former self, but if it was your $185 million that had been invested, how would you feel about K & D earning a guesstimate of less than $25 million after five days?
I for one believe that however people may feel about Cruise personally, they know he’s almost always shown good taste in choosing his projects ( The Last Samurai, Lions for Lambs and Knight and Day excepted), and that they respect the results of his “hard-case guy with a bent personality” approach. I’m guessing that the trailers persuaded them that Knight and Day was some kind of loose-shoe, high-style throwaway, and they decided to let it go. Nothing more than that.