There’s nothing extraordinary about the box office performance of the new Harrison Ford/Brendan Fraser drama.
“Extraordinary Measures,” based on the inspiring story of the Crowley family, came in seventh place over the weekend with a tally of roughly $7 million.
That despite two marketable stars and a heavy promotional push by its studio, the newly christened CBS Films.
The film didn’t deserve to get smacked around by the likes of “Legion” and “Tooth Fairy,” but it could be a sign audiences aren’t interested in blubbering in their seats these days.
It isn’t the first tear-jerker in recent months to get the cold shoulder from movie goers.
The indie film “The Boys Are Back” floundered at the box office late last year. “My Sister’s Keeper” faired far better, but as counter-programming it failed to live up to its potential.
The timing is intriguing given the recent death of author Erich Segal, whose heart-rending novel “Love Story” became one of the 1970s biggest film hits.
Today’s audiences want 3-D excitement, talking chipmunks and grown men playing superheroes. Perhaps the idea of bringing a box of Kleenex with them is too strong a reminder of the current economy – and state of the country.
(Photo: The Summer 2009 release “My Sister’s Keeper” failed to draw a crowd last year.)
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{ 2 comments… read them below or add one }
I have never been much of a tearjerker fan. Life is hard enough, I don’t think it is particulary entertaining to watch movies about children who are deathly ill or parents that die. I will also say, that my tolerance for that type of “entertainment” hit new lows after having children. Mr. WWTW: have you noticed that your movie tastes changed after becoming a father?
Tink — I watch some movies with more enthusiasm than others … and that plays into what you’re saying. Do you wanna spend your Saturday night with a rollicking superhero film, even a mediocre one, or a flick about a father who saves his kids from a life-threatening illness?
I’m the father of a one-year old, so I don’t think he’s impacted my tastes yet. But I think he will on many levels as he gets a bit older. I cannot wait to watch some of my favorite movies with him, though.