Never wear white numbers after Labor Day.
Welcome to the first month of the fall season, also known as the Bermuda Triangle of releasing. That's a little unfair, as we'll see in a moment, but really if you have a movie to release, just know that NOBODY GOES TO THE MOVIES IN SEPTEMBER. If you learn anything from this blog, learn that.
Having learned that, remember this: the term "nobody" in that sentence doesn't literally mean nobody. Which is why if you have a movie to release, consider September. The rest of the studios think nobody goes this month, so they won't release their big product and there won't be any competition. This is the strategy employed by Screen Gems for their #1 debut of Resident Evil: Afterlife. The utter lack of fresh competition combined with the 3D gimmick resulted in a $27 million opening weekend. The #2 movie, Screen Gems' Takers, only made $6 million in its 3rd week. That's some ratio kids.
The only other notable opening this week, as far as I can see, is I'm Still Here, the Joachin Phoenix hoaxumentary about the actor's attempt to start a new career in rap music. #42 on the charts with a lead sink, $97 thousand. Said by some to be unwatchable!