20-25 Percent of Moviegoers Too Scared to Go This Weekend

Research firm NRG is showing that
moviegoers may forgo a trip to the multiplex
because of the "Dark Knight" tragedy.
The Colorado theater shooting could dim box-office
performance for a number of films this weekend,
including new entries The Watch and Step Up
Research firm NRG -- which film companies use to
track interest in their movies -- has informed its
clients that 20 percent to 25 percent of the
moviegoing audience is hesitant to make a trip to
the cinema because of last week's tragedy during a
screening of The Dark Knight Rises.
That could pose problems for 20th Century Fox's R-
rated comedy The Watch, starring Ben Stiller,
Vince Vaughn, Jonah Hill and Richard Ayoade.
The sci-fi fantasy, about a group of neighborhood
watch volunteers who suddenly find themselves
battling an alien invasion, was only tracking so-so
before the shooting.
Box-office observers believe The Watch will debut
in $13 million to $15 million range, a soft opening
considering the film's stars. However, R-rated
comedies have had a tough time this summer
outside of Ted. Adam Sandler's R-rated That's My
Boy debuted to a dismal $13.5 million last month.
The Watch was originally titled Neighborhood
Watch, but Fox made the name change following
the shooting of Trayvon Martin by Neighborhood
Watch captain George Zimmerman in Florida.
The weekend's other new nationwide release is
Summit Entertainment's 3D dance pic Step Up
Revolution, which is expected to debut in the low to
mid-teens on the strength of young females. The
previous three films in the franchise -- all
distributed by Disney -- opened in the $15 million to
$20 million range.
Summit is the sole studio now in charge of the Step
Up franchise.
Late Wednesday, Summit said it wouldn't edit out a
scene in which a troupe of dancers infiltrate a party
sporting gas masks and carrying gas canisters.
During last week's shooting at a midnight screening
of The Dark Knight Rises, suspect James Holmes
wore a gas mask and had gas bombs.
"Summit Entertainment’s Step Up Revolution is an
uplifting film that celebrates the redemptive power
of dance. There is a brief scene in the film in which
a troop of dancers enter a room wearing gas masks
as props and the dancers immediately go into a
choreographed routine. Because of last week’s
tragic events in Colorado, Summit immediately
removed television advertising that briefly
showcased that scene from the film. The scene also
briefly appeared in a trailer released three months
ago that the studio is no longer actively servicing,"
Summit said in a statement.
"Having taken these steps, Summit will open this
inspirational, nonviolent film in theatres nationwide
this weekend as originally edited."
From Warner Bros. and Legendary Pictures, Dark
Knight Rises has done substantial business despite
the tragedy, grossing north of $340 million to date
worldwide. The tentpole has left some business on
the table in the U.S., and box-office observers will
be watching to see how the film performs this

1 comment:

  1. Should Colorado incidence affect the population of viewers in cinemas????...let's hear ur view


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