When "The Dark Knight" recently broke the opening weekend box-office record with $158.4 million in sales, Warner Bros. snatched bragging rights from Sony Pictures, whose "Spider-Man III" had held the mark since summer 2007.
So the gang at Sony would relish the chance for a bit of buzz kill. The stoner comedy "Pineapple Express" may be just the ticket.
For The Record
Los Angeles Times Thursday, August 07, 2008 Home Edition Main News Part A Page 2 National Desk 1 inches; 30 words Type of Material: Correction
Box-office forecast: The chart with Wednesday's Movie Projector feature in the Business section listed "Wall-E" as entering its third weekend of release. The movie will be in its seventh weekend.
The R-rated romp from prolific producer Judd Apatow, stars Seth Rogen and James Franco and their co-conspirators could rack up $40 million from today's launch through Sunday, including $25 million-plus for the weekend, consumer tracking shows.
That won't be anywhere near a record, but it could be enough to dethrone the Batman movie from its three-week perch at No. 1.
"We think we can give 'The Dark Knight' a run for No. 1, but nobody's been able to beat it yet," said Jeff Blake, Sony's chairman of worldwide marketing and distribution. "I think we've got a shot."
Sony and Relativity Media produced "Pineapple Express," about a lazy pothead schlub and his small-time dealer on the run from the cops and a ruthless drug lord, for $27 million.
Universal Pictures' sequel "The Mummy: Tomb of the Dragon Emperor" nearly trumped the Caped Crusader last weekend. "The Dark Knight," this year's only picture to three-peat, could bank another $25 million this weekend, enough to be in the mix for No. 1 again.
Alcon Entertainment and Warner's PG-13-rated comedy-drama "The Sisterhood of the Traveling Pants 2," also opening today, is tracking for a $15-million weekend and $20 million-plus in its first five days.
Why release on a Wednesday? With most youngsters on vacation, studios are scrambling to maximize the industry's prime summer play dates -- when midweek business for the typical movie climbs by about one-third over the rest of the year, and to stoke word-of-mouth ahead of the weekend.
"Sisterhood," a $27-million production with a cast including America Ferrera from "Ugly Betty," and "Pineapple Express" were both recently scooted up by two days on the release schedule, as was next week's comedy "Tropic Thunder" from Paramount Pictures.
Rogen plays Dale Denton, the lazy pothead schlub of "Pineapple Express," in a role that marks a career first. Until now, he has never played a character named Dale Denton.
Franco, best known as Peter Parker's pal (and adversary) Harry in the "Spider-Man" movies, is earning raves for his warped turn as Dale's weed dealer.
