Sunday 18 July 2010

Inception 2010: "Inception" leads box office, "Apprentice" flops

The costly sci-fi thriller opened at No. 1 at the weekend box office in North America on Sunday, pulling in $60.4 million from moviegoers happy to be vexed by one of the few big original pictures of the summer, according to estimates issued by distributor Warner Bros. Pictures.

The weekend's other big new release failed to whip up any magic amid poor reviews. Nicolas Cage's "The Sorcerer's Apprentice" bombed at No. 3 with just $17.4 million in weekend ticket sales.Last weekend's champion, the family cartoon "Despicable Me," slipped to No. 2 with $32.7 million.


Warner Bros., a unit of Time Warner Inc., partnered on the $160 million project with studio-based financier Legendary Pictures, and they spent more than $100 million on the marketing. Pundits had forecast an opening in the $50 million to $60 million range.

Critics heaped praise on "Inception," even if many of them were not exactly sure what it was about, or advised that it might require multiple viewings.In a caustic review, the Wall Street Journal suggested the film was "impervious to criticism, simply because no one short of a NASA systems analyst will be able to articulate the plot."

"It's a smart film, and if you're a smart person you've got to put on your seat belt and enjoy the ride," said Dan Fellman, the studio's president of domestic distribution.He predicted the film would hit $300 million in sales in North America. The biggest release of the year so far is "Toy Story 3" with $363 million.

After getting a two-day head start by opening on Wednesday, the film has earned $24.5 million to date. Pundits had forecast a $30 million haul for the first five days."There's no question we're disappointed in the result," said Chuck Viane, Disney's president of domestic theatrical distribution.

"Despicable Me" has earned $118.4 million in North America after 10 days, said distributor Universal Pictures, a unit of General Electric Co.. Its foreign total rose to $11.3 million from seven markets; Russia has contributed $7.2 million to sales in 11 days.

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