“‘District 9’ invades top of box office”

Analysis of the weekend box office in this Variety article, specifically re District 9:

In the U.S., “District 9” performed at the top of its class, opening bigger than such sci-fi titles as “Minority Report,” which had mega talent wattage in Steven Spielberg and Tom Cruise, and last summer’s “The Happening,” starring Mark Wahlberg and helmed by M. Night Shyamalan.

Like “Slumdog Millionaire,” “District 9” has the makings of a rags-to-riches story. Film marks the directing debut of Blomkamp, the South African filmmaker initially slated to direct “Halo” for Peter Jackson.

“District 9” didn’t have a home until Sony’s worldwide group, led by Peter Schlessel, picked up domestic and some international distribution rights from Bill Block’s sales company QED Intl. (Sony is handling English-language territories only overseas.)

Sci-fi can be a difficult genre, but “District 9” hit the sweet spot. South Africa-set actioner references apartheid, only this time it’s aliens facing discrimination. Sony/TriStar waged an impressive viral marketing campaign that included such tactics as plastering bus stops with signs saying non-humans aren’t welcome. Pickup cost is estimated at $30 million.

“It’s a very cool start for a very cool movie,” said Sony prexy of worldwide distribution Rory Bruer. “A lot of risk was taken, because it was a total unknown.”

Film skewed heavily male, or 64%. A full 57% were over the age of 25.

“A full 57% were over the age of 25.” That’s what Hwood calls “older males.” 

My guess is the movie won’t drop 59% in its second weekend like G.I. Joe: The Rise of Cobra did because I imagine pretty good word of mouth.

Especially impressive performance for District 9 because of absolutely no ‘names’ in the cast.

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