There were special screenings for sailors stateside and promotional events abroad. There was a massive marketing campaign that involved sandwich shops and soda makers. There was a positive review from Military Times’ octoplex guru. There was a cameo by the Navy Department’s top civilian.
Despite all that, and despite an overseas box office take worth more than $220 million, movie-industry reports are pretty much unanimous: “Battleship” bombed.
Deadline Hollywood reports a $25.3 million take for the film over its debut weekend in U.S., well behind “The Avengers,” which topped $55 million in its third weekend. One analyst quoted in this Reuters report said “Battleship” needed to hit $50 million in its opening weekend if it wanted to break even on production costs that topped $200 million. The numbers are low enough to drag down profits for the movie’s studio, Universal, owned by media giant Comcast, according to the Reuters report. The studio makes back about half the money from each ticket sold and even less on overseas tickets, according to Reuters, so $245 million in sales on a $200 million release doesn’t add up to movie magic.
Box Office Mojo, which tracks ticket sales in-depth, reports “Battleship” fell short on opening weekend no matter how you measure it: It was beaten in opening-weekend take by other toy-based movies (“GI Joe: The Rise of Cobra” and the first “Transformers”), other alien invasion movies (“Cowboys and Aliens” and “Battle: Los Angeles”) and even other special-effects-laden disasters (“John Carter” took in $30.2 million its first week).
In other words, Navy officials hoping for a cameo in “Battleship 2: Battleship Harder” may have a long wait.