Ratatouille cooks up lukewarm box office win
From From Reuters Written by: Staff writer
July 1, 2007
A rat chased millions of moviegoers into US theatres, but the furry star of Ratatouille also whipped up one of the worst openings in the history of Walt Disney Co's cartoon powerhouse Pixar Animation.
According to studio estimates issued on Sunday, Ratatouille about a rat who aspires to become a gourmet chef sold $US47.2 million worth of tickets during its first three days. It took the No. 1 slot ahead of the new Bruce Willis movie Live Free or Die Hard with $US33.2 million.
It was the lowest opening for a Pixar-produced release since the studio's second effort, A Bug's Life, launched with $US33.3 million in 1998 on its way to a $US163 million total.
By contrast last year's Pixar entry, Cars, drove off with $US60.1 million - a figure regarded as something of a disappointment - and finished with $US244 million.
If Ratatouille follows the same pattern as Cars, it will gross about $US189 million, becoming the third consecutive Pixar release to underperform its predecessor. But Disney was confident Ratatouille would easily pass $US200 million.
Opening weekend predictions among financial analysts for Ratatouille had ranged from $US50 million to $US65 million. But movie industry polling had a more realistic target in the low $US40 million range, according to Chuck Viane, Disney's president of domestic theatrical distribution.
Viane said the competition was unprecedented, with Ratatouille boxed in by Live Free or Die Hard, which got a two-day head start by opening on Wednesday, and by the Monday night release of the hotly anticipated Transformers.
Still, with a little help from the July 4 holiday, he predicted that Ratatouille would be as successful, if not more successful, than most Pixar films.
The most successful of Pixar's seven previous releases was 2003's Finding Nemo, with sales of $US340 million. It opened to $US70.3 million. A year later, The Incredibles kicked off with $US70.5 million, but lost steam and settled at $US261 million.
Both Ratatouille and The Incredibles were directed by Brad Bird. His latest effort revolves around a Parisian rat named Remy who dreams of gourmet stardom.
As usual with Pixar releases, critics heaped superlatives on the film. But it was no secret that Disney faced a marketing challenge with the movie: A rat in the kitchen raises hygiene concerns for some people.
Disney is still proving to investors that last year's acquisition of Pixar is worth its $US7.4 billion price tag. Ratatouille is the first Pixar film to be released that was still in production when the Disney-Pixar deal was sealed.
Willis' Live Free Or Die Hard has earned $US48.2 million in its first five days. The fourth episode of 20th Century Fox's action series, predictably skewed towards older males, the News Corp-owned studio said. It enjoyed a 20 percent bump from Friday to Saturday, indicating strong word of mouth; Ratatouille, by contrast, rose 3 per cent.
Last weekend's champion Evan Almighty, the first big disappointment of the summer box office, slipped to No. 3 with $US15.1 million and a two-week total of $US60.6 million.
With a reported budget of $US175 million, the Steve Carell movie was the most expensive comedy ever made. It was released by Universal Pictures, a unit of General Electric Co's NBC Universal Inc.
The top-10 contained two other new entries. Documentary filmmaker Michael Moore's Sicko opened at No. 9 with $US4.5 million, in line with expectations. The follow-up to Moore's Fahrenheit 9/11 played in just 441 theaters vs 3940 for Ratatouille. It was fully financed by the closely held Weinstein Co and released by Lionsgate, a unit of Lions Gate Entertainment Corp.
The drama Evening, starring a slew of heavyweight actresses such as Vanessa Redgrave and Meryl Streep opened at No. 10 with a modest $US3.5 million from 977 theaters. It was released by NBC Universal's art house arm Focus Features.