In regards to the returns that mean the most to "Superman" - the financial, there's a definite sign that things don't look as healthy for the Kryptonian as once hoped.
After a solid opening day on Wednesday and a decent day on Thursday, "Superman Returns" didn't expand as much as hoped on Friday (though Saturday picked up slightly) and looks set to take in around $52 million dollars for its Friday-Sunday opening weekend total (the film thus taking in $84 million in its first five days). Even with an expected upsurge with the next two days being time off for a lot of people, the film looks like it will take in somewhere around $110 million in its first week.
In comparison "X-Men: The Last Stand" reached $102 million in its first three days, whilst last year's July 4th holiday weekend film "War of the Worlds" took in $121 million (and that's without the benefit of the extra holiday days) in its first week. Already estimates are being thrown about that 'Returns' will top out at around $210-240 million, around or a smidgen above last year's "Batman Begins" ($205m). That film though had a budget that was $100 million cheaper, significantly less promotion and family appeal, and didn't have the benefit of coming out on a holiday weekend.
There's also the word of mouth factor to consider - though not as well-received as "Spider-Man 2" or "Batman Begins", 'Returns' received predominantly good-great reviews which would allow for strong repeat business. 'Begins' last year took a $48 million opening, considered a disappointment, and turned it into a very good run that earned more than four times that amount in total (most Marvel comic films by comparison earn only 2-3 times at most their opening weekend total). It's expected 'Superman' will follow a similar high ratio path.
The other wide newcomer this week was the Meryl Streep dark comedy "The Devil Wears Prada" which nabbed a stellar $27 million on opening and proving an excellent example of counter-programming. It's $9,483 per theatre take was also very strong, beaten only by Superman ($12,829) the limited release film version of comedy "Strangers with Candy" which took in $22,250 per theatre in its two screen debut.
