‘Die Hard 5’ tops weekend box office

Thanks to an unexpectedly strong second-weekend showing of Identity Thief, there’s going to be a lot of wrangling about rank this weekend.

But as you know, I don’t care about rank, so let’s just get into the numbers. The biggest opener of the weekend was the stunningly terrible A Good Day To Die Hard, which earned an estimated $25 million for the Fri-Sun weekend, $31 million over the four-day Presidents’ Day holiday, and a projected $36 million since opening on Thursday the 14th.

This was the first Die Hard film to open outside of summer, and it’s arguable that Fox knew full-well that it had a turkey on its hands.

There were no press screenings until the last minute and Fox didn’t even bother to attach a teaser to The Wolverine to prints this weekend, which seemed like a no-brainer save for the danger of being associated with just a stunningly bad film. Nonetheless, the brand is still somewhat strong, although it’s obviously waning.

To read more go to Mendelson’s Memos

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