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Edition: U.S. Article Comments (0) Slideshow Video Save Email Print Reprints Most Popular Most Shared Nine dead as Israel storms aid ship | Video 4:40pm EDT UPDATE 2-'Sex' less scintillating at box office 30 May 2010 Euro inches up while stocks remain flat after warning 11:26am EDT German president quits in blow for Merkel 11:46am EDT BP well disaster stuns hardened oil men 27 May 2010 White House says BP's new operation to start soon | Video 30 May 2010 Ship clash leaves Israel in diplomatic hot water | Video 2:29pm EDT Three BP fuel oil traders in U.S. quit 6:48am EDT ECB warns of more bank loan losses | Video 4:27pm EDT Gulf oil spill threat widens | Video 5:00pm EDT Nine dead as Israel storms aid ship | Video 4:40pm EDT Gulf oil spill threat widens | Video 4:49pm EDT ECB warns of more bank loan losses | Video 4:27pm EDT Factbox: Gulf oil spill impacts fisheries, wildlife, tourism 30 May 2010 U.S. reverses stance on treaty to regulate arms trade 14 Oct 2009 Netanyahu won't hold White House talks 10:48am EDT Euro inches up while stocks remain flat after warning 11:26am EDT German president quits in blow for Merkel 11:46am EDT BP well disaster stuns hardened oil men 27 May 2010 WRAPUP 4-BP, Obama face clamor to halt oil spill 'crime' 30 May 2010 "Sex" fails to ignite slumping film box office Bob Tourtellotte LOS ANGELES Mon May 31, 2010 2:51pm EDT Related Video "Sex" loses sizzle at box office. Sun, May 30 2010 1 / 2 Character 'Shrek' waits during ceremonies to unveil its star on the Hollywood Walk of Fame in Hollywood May 20, 2010. Credit: Reuters/Fred Prouser LOS ANGELES (Reuters) - Not even a little "Sex" could heat up North American movie box offices, as widely hyped "Sex and the City 2" failed to claim the No. 1 spot during a U.S. holiday weekend that saw ticket sales plunge 15 percent from last year. Entertainment | Film Families turned out to help animated comedy "Shrek Forever After" retain the top spot for the second straight week with $55.7 million in ticket sales during the four-day Memorial Day holiday ending on Monday, according to studio estimates. For the three days ended on Sunday, "Shrek," the fourth movie in the series about the lovable green ogre's adventures in his fairy tale land, took in $43.4 million and its cumulative North American total now stands at $145.5 million. Action adventure "Prince of Persia: The Sands of Time," based on a video game of the same name and starring Jake Gyllenhaal, also received the aid of family audiences clicking through turnstiles and landed in the No. 2 spot with a four-day estimate of $37.7 million. "It's a family thing," said industry tracker Paul Dergarabedian of Hollywood.com Box Office. "If you look at how "Prince of Persia" moved up (throughout the holiday) it showed how families were using Memorial Day weekend and going out." Indeed, "Sex and the City 2," about the lives and loves of four Manhattan women and aimed mostly at older audiences, started strong on Thursday when its core female audience turned out in solid numbers but faded throughout the weekend. Monday's estimates showed the film generating $37.1 million over the four-day holiday to land in the No. 3 position. It has taken in a total $51.4 million since opening last Thursday, which is shy of industry predictions of a $60 million debut. "SEX" MAY GET BETTER Still, Dan Fellman, who heads domestic distribution for the film's studio, Warner Bros., said the four-day figure was a record for a comedy with an "R" rating in the United States, which restricts young audiences from attending. Fellman also said that because many women moviegoers turn up in theaters during the weekdays, "Sex" may have some staying power in theaters. "We will do better mid-week. It's just that this was a little more difficult weekend," Fellman said. The holiday weekend was a tough one for many movies in North America. This Memorial Day, which is annually among the biggest moviegoing weekends of the year, saw ticket sales drop to $182.2 million from $213.8 million one year ago. Since Hollywood's summer season started with the May 7 release of "Iron Man 2," box offices are off 0.5 percent at $811.5 million versus $815.2 million last year, reported Hollywood.com Box Office. That's a problem because the summer can account for as much as 40 percent of overall annual ticket sales. Dergarabedian reckons three factors are at work: higher average ticket prices may be driving people away, the rapid use of social networking sites like Twitter allows a faster way for friends to tell friends a film might not be very good, and simply that movies are not generating excitement among fans. One bright spot of the weekend was international sales. "Sex" collected $28 million from 17 markets and will hit more territories this week. "Prince of Persia" pulled in $67 million, pushing its cumulative, global total to $133 million. "Shrek Forever After" was produced by DreamWorks Animation and released by Paramount Pictures, part of Viacom Inc. "Sex and the City 2" was distributed by Warner Bros., a unit of Time Warner Inc and "Prince of Persia" was released by the movie studio division of The Walt Disney Co. (Editing by Bill Trott) Entertainment Film Add a Comment *We welcome comments that advance the story directly or with relevant tangential information. We try to block comments that use offensive language or appear to be spam and review comments frequently to ensure they meet our standards. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. © Copyright 2010 Thomson Reuters Editorial Editions: Africa Arabic Argentina Brazil Canada China France Germany India Italy Japan Latin America Mexico Russia Spain United Kingdom United States Reuters Contact Us Advertise With Us Help Journalism Handbook Archive Site Index Video Index Analyst Research Mobile Newsletters RSS Podcasts Widgets Your View Labs Thomson Reuters Copyright Disclaimer Privacy Professional Products Professional Products Support Financial Products About Thomson Reuters Careers Online Products Acquisitions Monthly Buyouts Venture Capital Journal International Financing Review Project Finance International PEhub.com PE Week FindLaw Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. 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