Wednesday, May 29, 2024

“Man of Steel” Made $12 Mil From WalMart Screenings, $9 Mil Friday So Far


The box office for “Man of Steel” is going to be confusing. The Superman movie took in $12 million Thursday night at 7pm thanks to a WalMart promotion. It was a special screening sold through Wal Mart stores as part of a larger deal. Ticket buyers got a digital comic book and some other promo stuff including a way to order the DVD, which will come out in the fall.

Then, at midnight, “Man of Steel” took in a healthy $9 million at regular sneak screenings. That $9 mil be counted toward Friday’s box office, says

Warner Bros. is hoping for big numbers abroad. In the US, reviews are lukewarm, and after an initial Friday night burst, who knows? The studio has certainly tied “MOS” into dozens of products, has placements in the film from Sears and others, is in deals with WalMart, Gillette, and many others.

As for those reviews, I don’t often agree with Manola Dhargis in the New York Times. But she’s right. The last 45 minutes is tiresome and awful. “MOS” is a big set up with little payoff.

Roger Friedman
Roger Friedman
Roger Friedman began his Showbiz411 column in April 2009 after 10 years with Fox News, where he created the Fox411 column. His movie reviews are carried by Rotten Tomatoes, and he is a member of both the movie and TV branches of the Critics Choice Awards. His articles have appeared in dozens of publications over the years including New York Magazine, where he wrote the Intelligencer column in the mid 90s and covered the OJ Simpson trial, and Fox News (when it wasn't so crazy) where he covered Michael Jackson. He is also the writer and co-producer of "Only the Strong Survive," a selection of the Cannes, Sundance, and Telluride Film festivals, directed by DA Pennebaker and Chris Hegedus.

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