It could be the day after tomorrow, Independence Day or 10,000 BC, but one thing is certain: Filmmaker Roland Emmerich has the calendar marked for mayhem.
Although critics dismiss the director as a master of vapid disaster, he delivers where it counts for Hollywood studios -- at the box office. Emmerich's last four movies, "Independence Day," "Godzilla," "The Patriot" and "The Day After Tomorrow," racked up almost $2 billion combined in worldwide ticket sales.
His prehistoric adventure "10,000 B.C.," opening today at 3,400 theaters in the U.S. and Canada, will top this weekend's box-office charts, but the question is: How epic will it be?
Bullish box-office analysts say consumer tracking surveys point as high as $50 million. According to one research service, 84% of moviegoers are aware of the picture, and it is ranked as first choice by a potent 30% of males under 25.
Warner Bros., which released the Spartan battle epic "300" to a March record of $70.9 million on the same weekend a year ago, is tempering expectations by forecasting a solid but unspectacular opening -- a weekend gross of $28 million to $32 million.
The studio and its partner Legendary Pictures produced the PG-13 movie for nearly $100 million.
Projector, relying on the instincts of his inner caveman as much as market research, predicts spectacle-starved moviegoers will turn out to the tune of $41 million.
With a cast headed by unknowns Steven Strait and Camilla Belle, it's no wonder Emmerich is the de facto star. The movie is being heavily marketed as "From the director of 'Independence Day' and 'The Day After Tomorrow.' "
The ad campaign also emphasizes the impressive visuals that have become the director's hallmark, such as Strait's crouching hunter squaring off in silhouette against a towering saber-tooth tiger.
Warner Bros. chose the opening date partly to take advantage of the staggered spring breaks at schools across the country over the next few weeks, which create a mini-summer season for the industry. Holidays helped "300" amass $456 million worldwide last year.
"The first part of March has been a good place for us," said Dan Fellman, the studio's president of domestic distribution. "It's a window of opportunity."
Most rival studios steered clear of "10,000 B.C.," but two other major movies also open wide today.
