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Edition: U.S. Article Comments (1) Save Email Print Reprints Most Popular Most Shared Hong Kong film hopes to break new ground with 3-D porn 16 Aug 2010 Special report: Flipping, flopping and booming mortgage fraud 9:46am EDT Heat probably killed thousands in Moscow: scientist 3:56pm EDT Analysis: China and U.S. playing risky game on the high seas 2:45am EDT HP CEO resigns after sex harassment investigation 06 Aug 2010 Obama seeks new design for housing, Fannie/Freddie | Video 4:54pm EDT Stocks end higher on Wal-Mart profits, deal talk 4:37pm EDT Israeli in Facebook storm defends prisoner photos 4:27pm EDT Highlights: Geithner pushing housing policy change 11:39am EDT Obama campaigning, ties Republicans to big business 2:36am EDT Hong Kong film hopes to break new ground with 3-D porn 16 Aug 2010 Special report: Flipping, flopping and booming mortgage fraud 9:46am EDT Israeli in Facebook storm defends prisoner photos 4:27pm EDT Nuclear waste issue could be solved, if... 1:35pm EDT Strange and unusual 12 Aug 2010 Obama seeks new design for housing, Fannie/Freddie | Video 4:54pm EDT Potash Corp rejects BHP Billiton's $39 billion bid 2:08pm EDT Analysis: China and U.S. playing risky game on the high seas 2:45am EDT Heat probably killed thousands in Moscow: scientist 3:56pm EDT Afghanistan orders ban on private security firms 1:56pm EDT Geeks on a bad streak at box office Digg This Tweet This Share on LinkedIn Share on Facebook Cast member Michael Cera poses at the premiere of the movie ''Scott Pilgrim vs. the World'' at the Grauman's Chinese theatre in Hollywood, California, July 27, 2010. Credit: Reuters/Danny Moloshok Related News U.K. director Edgar Wright takes on "The World" Sun, Aug 15 2010 UPDATE 1-Stallone knocks out Julia Roberts at box office Sun, Aug 15 2010 Stallone durable at box office with 'Expendables' Sun, Aug 15 2010 "The Expendables" eyes brawny box office debut Fri, Aug 13 2010 "Eat Pray Love" prompts merchandising bonanza Fri, Aug 13 2010 Related Topics Fashion » Entertainment » Film » By Carl DiOrio Tue Aug 17, 2010 3:10pm EDT LOS ANGELES (Hollywood Reporter) - Geeks might be less dependable than gals but not necessarily less desirable. That's the industry consensus after the simultaneous misfire of a fanboy movie and impressive launch of what only can be described as a chick flick last weekend. "Eat Pray Love" enjoyed a box office feast served up by overwhelmingly older-female audiences during the weekend, and "Scott Pilgrim vs. the World" fought a losing battle to put geek butts in theater seats. Lionsgate's older-males magnet "The Expendables" topped domestic rankings with a $34.8 million opening, but Sony's book-based "Love" debuted impressively in second place with $23.1 million. The big love for "Love" followed lucrative outings by 2008's "Sex and the City" and "Mamma Mia!" -- which fetched $153 million and $144 million in their respective campaigns -- and last year's "Julie & Julia," a $94 million domestic grosser. The trifecta success of such female-targeting films makes it plain there is box office gold in the gender genre. (Opening audiences for "Love" were 72% female, with 60% of patrons 25 or older.) So niche pics can be lucrative. But what's up with the penny-pinching geek squad? Universal's "Pilgrim" traveled to just $10.6 million in a fifth-place launch. The studio puts the pic's negative cost at $60 million after accounting for $25 million in tax credits. "If that film had been made for $15 milion-$20 million, nobody would be crying," an executive at a rival studio said Monday. "But you have an offbeat movie with an offbeat title starring somebody who is sort of a niche-targeted guy to begin with." Michael Cera's topline turn in the comics-spawned "Pilgrim" followed his roles in indie fare including this year's "Youth in Revolt," a $15.3 million domestic performer for Dimension, and "Paper Heart," which took in less than $2 million for Overture after unspooling in August 2009. Even Cera's pairing with Jack Black in Sony's $43 million grosser "Year One" last summer represents mere chump change compared with his $144 million and $122 million outings among the ensemble casts of Fox Searchlight's "Juno" and Sony's "Superbad," respectively, in 2007. By contrast, "Love" boasts the marquee magic of Julia Roberts and is based on a best-seller. But the question remains: If all creative and marketing considerations are equal, is the audience for a geek-seeking pic as big as that for a chick flick? "'Watchmen' opened to $55 million, so I think the answer is yes," a distribution executive mused. "Geeks can still rule, no question about it." With a production budget estimated at $130 million, Warner Bros.' comics-based "Watchmen" was considered a disappointment in fetching less than $108 million last year during its domestic run. But its big opening hinted at the enormous potential of fanboy movies that can tap into broader groups of moviegoers via positive word-of-mouth and mount leggy theatrical runs. Warners' "The Matrix" did just that. The 1999 Keanu Reeves starrer rang up $171 million domestically and spawned two sequels. "You can get lucky and hit like a 'Matrix' or a 'Watchmen,' or you can get unlucky and have a 'Scott Pilgrim,'" one industryite said with a shrug. The latter pic is expected to struggle to get past even $30 million domestically after opening so poorly. Its lack of commercial appeal might be conceptual in part. Directed by Edgar Wright ("Hot Fuzz"), "Pilgrim" displays a quirky campiness that played well with critics but calls to mind the critically lauded but commercially limited "Kick-Ass," the Nicolas Cage starrer that Lionsgate unspooled in April and fetched $48 million in total U.S. and Canadian coin. That put the modestly budgeted actioner into profitability but lagged prerelease expectations for the fanboy romp. "Pilgrim" is about a teen who must battle his girlfriend's seven evil exes to win her heart. The film co-stars include Mary Elizabeth Winstead, Kieran Culkin, Chris Evans and Jason Schwartzman. One film producer suggested the pic would have been better served offering more of a date-movie vibe and leaning less on "geeky, kung fu movie" elements. Still, not even the core audience is guaranteed to show up if geek-seeking pics fail to heed fanboy sensitivities in transferring characters and story lines from the comic book page to the silver screen. To wit: Warners' Josh Brolin starrer "Jonah Hex" took in less than $11 million overall domestically after triggering fanboy ire this summer. Promoted heavily at Comic-Con, "Pilgrim" played well with its core audience but drew few outside the fan base. Opening audiences skewed 64% male, with 58% of patrons under 25. "They made a movie that was too niche, too geeky and too hipstery," an exec at a rival studio said. "You can't count on the comic to draw the audience." Fashion Entertainment Film Comments See All Comments (1) | Post Comment Aug 17, 2010 3:16pm EDT Why isn’t this past weekend proof positive that audiences crave real men in their movies instead of nancy-boys like Michael Cera? You wouldn’t even know this was an issue if you read this piece. The writer just blew past “The Expendables,” the 400-pound gorilla in the room, on his way to making his weaker case for chick flicks. What a strange article. Catoi Report As Abusive See All Comments (1) 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 Reader Feedback Mobile Newsletters RSS Podcasts Widgets Your View Analyst Research 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 Reuters on Facebook 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. Thomson Reuters journalists are subject to an Editorial Handbook which requires fair presentation and disclosure of relevant interests. NYSE and AMEX quotes delayed by at least 20 minutes. Nasdaq delayed by at least 15 minutes. For a complete list of exchanges and delays, please click here.

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