Weekly Anticipation Index: 'G.I. Joe: The Rise of Cobra,' 'Julie & Julia' and 'Shorts'

Featured Stories - on June 13, 2009 by Phil Contrino

G.I. Joe: The Rise of Cobra, Julie & Julia and Shorts will all be competing for box office supremacy in August.

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This week, B OXOFFICE has added three new films to our Anticipation Index. G.I. Joe: The Rise of Cobra, Julie & Julia and Shorts all open on August 7.

While the month of August is usually seen as a dumping ground for mediocre summer fare, in recent years such films as Superbad and The Bourne Ultimatum have won both critical praise and box office success in the waning days of the summer. This August certainly has some promising releases as well.

Paramount began its marketing blitz for G.I. Joe with a teaser spot during this year's Super Bowl, and they've been pushing the film consistently ever since. Obviously, the studio is hoping that they can turn the toy franchise into a successful film franchise in the vein of Transformers. The film has been plagued recently by some negative internet buzz, but that probably won't hurt what's sure to be a respectable opening weekend. The film will appeal mainly to male audiences who have already seen Transformers more than enough in theatres by that point in the summer. Although, if the buzz is to be believed, negative word of mouth could spread quickly and hurt the film's staying power.

Julie & Julia will represent a welcome alternative for female audiences. Moviegoers have come to trust Meryl Streep as if she's a family member, and Amy Adams is quickly building a solid reputation thanks to her roles in such hits as Charlie Wilson's War and Enchanted. Expect Julie & Julia to open strong before showing some consistent staying power.

Shorts is the latest family film from director Robert Rodriquez. The maverick helmer has been able to carve out a modest niche in that realm thanks mostly to his Spy Kids franchise. Unfortunately, Shorts will be competing for the same young male audience that G.I. Joe will be going after, and that will hurt its bottom line.

Check out our predictions for these films as well as other major summer releases in the table below.


Weekly Anticipation Index, June 13, 2009
Title Release Date Distributor Opening Weekend Cumulative
The Proposal June 19 Disney $26M $95M
Year One June 19 Sony/ Columbia $28M $75M
Transformers: Revenge of the Fallen June 24 DreamWorks/ Paramount $100M $370M
My Sister's Keeper June 26 Warner Bros./ New Line $14M $45M
Ice Age: Dawn of the Dinosaurs July 1 Fox $60M $220M
Public Enemies July 1 Universal $40M $140M
BrĂ¼no July 10 Universal $45M $120M
I Love You, Beth Cooper July 10 Fox Atomic $14M $40M
Harry Potter and the Half-Blood Prince July 15 Warner Bros. $85M $310M
G-Force July 24 Disney $33M $118M
The Ugly Truth July 24 Sony/Columbia $25M $80M
Funny People July 31 Universal $34M $105M
G.I. Joe: The Rise of Cobra August 7 Paramount $40M $105M
Julie & Julia August 7 Sony/ Columbia $20M $70M
Shorts August 7 Warner Bros. $13M $42M

Additional reporting by Daniel Garris.

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