Despite their epically sleazy the-soldiers-who-defend-your-freedom-want-you-to-see-it marketing campaign, Paramount made $56.2 million on their G.I. Joe movie. The sad thing about even the most blatantly phony, transparent pandering is that it usually works. Oh hey look, Toby Keith bought a new cowboy hat. Anyway, it’s not Transformers money, but it’s enough for execs to say “well look how well G.I. Joe and Transformers did!” as they try to defend their decision to greenlight the next movie based on a board game or parlor trick. Thing is, though G.I. Joe and Transformers are technically based on a toy, they also both had old cartoons and the accompanying nostalgia on which to draw. If the View-Master movie does anywhere near this kind of business, I promise I’ll chug a pint of hobo piss.
Elsewhere, Julie and Julia was number two with $20.1 million. Surprising that there were so many people that couldn’t just wait to see it on a plane. Hard to tell if it will hold or drop immediately, but critics are already calling it the plane-yest movie of the summer.
Most everything else made a not-particularly-noteworthy $7 or $8 million (though Funny People declined a sharp 65%). And pour a little beer out on a hooker for The Hangover, which dropped out of the top 10 for the first week since its release. Though at -35%, it had the smallest decline for wide releases for the fifth weekend in a row, and still managed the number 11 spot. It just goes to show, people really want to see Zach Galifianakis get blown by an old chick.
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