Dr Seuss’ The Lorax, a film about the hazards of industrialised society, topped the box office for a second consecutive week, earning $39.1 million in the US and Canadian ticket sales over the weekend, industry estimates showed. In Pakistan also, the film did reasonably well, especially over the weekend, confirms Asim Qureshi, the CEO of Brand TV and Brand Cinema — exclusive marketer of Atrium cinemas.
The animated movie, featuring the voices of Danny DeVito, Zac Efron and Taylor Swift, set a record last week for the highest non-sequel animated film debut, ahead of The Incredibles. The Lorax is an animated 3D musical comedy film based on Dr Seuss’ children’s book of the same name. The movie is about a 12-year-old boy who searches for the one thing that will enable him to win the affection of the girl of his dreams. To find it he must discover the story of the Lorax, the grumpy yet charming creature who fights to protect his world.
Meanwhile, second place on the box office went to a newcomer from the Disney studios, John Carter, a film based on books by Tarzan author Edgar Rice Burroughs. John Carter, which revolves around an ex-Civil War soldier magically transported to Mars who becomes a combatant in an ongoing war there, earned $30.6 million. Surprisingly, the film did not do as well in Pakistan as it did internationally, says Qureshi, who also added, “Apart from The Lorax, none of the films generated much response as the week, in general, has been rather dull for cinema.”
Project X, a coarse comedy about a high school party that gets out of control, came in third place earning $11.6 million while horror film Silent House, about a young woman trapped inside an eerie mansion, was fourth with a little over $7 million. War film Act of Valour, was in fifth place with $7 million in receipts.
Sixth place went to the debut of an Eddie Murphy comedy, A Thousand Words, which earned $6.35 million. CIA-based thriller Safe House, starring Denzel Washington and Ryan Reynolds, came seventh with $4.95 million. Eighth place was won by romantic drama The Vow with $4 million in earnings.
Meanwhile Journey 2: The Mysterious Island, a family-friendly 3D adventure starring former wrestler Dwayne “The Rock” Johnson, was ninth with $3.87 million and This Means War, a romantic action-comedy starring Reese Witherspoon, was in 10th place.
(With additional information from OUR CORRESPONDENT)
Published in The Express Tribune, March 13th, 2012.