Does the name M. Night Shyamalan still sell movie tickets? A couple, sure. But the big numbers are long gone. It was pretty much downhill from 'The Sixth Sense.' His latest thriller was a drama. Not as in the genre drama, but as in a box office drama. It only made $2 million more than its $70 million budget. Will 'The Happening' beat that? It's too early to tell. But it has the 'benefit' the studios didn't give Shyamalan more than a $57 million budget to play with.
It looks like 'The Happening' will be mostly dependant on its reception and word of mouth. Because the movies' box office opening won't cut it. While numbers might improve during the week, when marketing will be in full motion, the box office tracking numbers indicate a $20-30 million opening. A little stronger than his latest endeavor 'Lady in the Water.' Here are the tracking numbers:
Total Awareness: 66%
Definite Interest: 38%
First Choice: 9% overall
First Choice: 7% among males
First Choice: 10% among females
First Choice: 7% among males under 25
First Choice: 8% among males 25 plus
First Choice: 11% among females under 25
First Choice: 10% among females 25 plus
Not impressive overall. If we compare these to the
tracking numbers of last weeks, we see a total lack in Total Awareness. All the First Choice numbers are in the low regions. The first week it might gross its budget worldwide, but its legs will decide Fox' movie's profitability.
