Will Michael Jackson's ghost psyche out the box office champion Paranormal Activity in North America particularly in the Halloween weekend? Traditionally, Halloween week rolls out the red carpet for blood and gore and horror films. That is one of the main reasons Sony opened Jackson's This Is It several days before Halloween on October 31.
Last weekend, Paranormal grossed a strong $21 million while playing in nearly 2,000 theatres. This weekend, the film, which was made for less than $15,000, adds 400 more theatres in North America.
This Is It, which began playing in a handful of cities in the wee hours of Wednesday, has reportedly grossed a handsome $30 million worldwide in its first two days, playing in 3,500 theatres. But the big question Hollywood and the exhibitors worldwide are asking is if it will also draw in audiences who were not Jackson's avid fans and are yet curios to see the film -- and return home to encourage others to see it.
It should not surprise the movie fans that the endlessly thrilling and energetic This Is It, which is now showing in more than 100 countries and in about 10,000 theatres, tops the box office charts at least outside USA and Canada.
Jackson's popularity outside America is enormous compared to his standing across America, and that could lead to a huge box office performance over the weekend. The question then is how big the film will play in the next two weeks when the film could be withdrawn from the theatres according to Sony's original plan.
Box office experts expect the film to unseat Up, the reigning champion outside North America. This Is It is expected to gross at least $200 million across the globe in its first week. For those not in the know, This Is It a rare kind of drama that has been compiled from over 80 hours of rehearsal footage for Jackson's series of London comeback concerts. Sony had paid $60 million to obtain the rehearsal footage, and another $40 million to promote the film.
This Is It is expected to beat the record of the concert movie Hannah Montana, which grossed about $150 million worldwide. In fact, it may become one of the most successful films of the year if it ends up with $300 million worldwide in theatres, followed by a bigger success in DVD stores.
There is speculation that Sony might keep the film going for a couple of weeks more than the announced schedule if the box office is strong in the second week.
'By making the product more scarce, they (Sony) have helped to generate more excitement,' box office expert Gitesh Pandya notes. 'Of course, Disney used the same stunt to market its Hannah Montana concert and Toy Story double feature and in both cases, the Mouse House later extended the runs beyond the initial two weeks. So a two-week run isn't always a two-week run, especially if more money can be made, but before the release date it can light a fire and give fans a level of urgency.'
The reviews are mixed, with many reviewers admitting that you cannot expect too much from a film about a concert in progress.
'While a fascinating insight into Michael Jackson's tour preparations in the weeks leading up to his death, This Is It never quite manages to be as compelling as many fans will want,' complained BBC.com. 'After weeks of hype and expectation, the movie -- pieced together by Jackson's creative director Kenny Ortega -- gives a broad impression of what the final show would have been like. But it only occasionally makes you forget you're watching a rehearsal.'
But the review praised Jackson's passion and what he has brought to the rehearsals.
The viewers will find Jackson highly energetic at the age of 50, and looking much younger than his age. But many wondered if Jackson had the stamina to go through 50 concerts worldwide.
Some reviewers have also commented how Jackson is seen commanding the artists and directing himself while letting Ortega watch.
'There's no question who the director is here. Jackson is in complete control,' wrote The Hollywood Reporter. 'Ortega watches over the production while Jackson manages every moment onstage. His directions are almost poetic. About the tempo of one number, he instructs, 'It's like you're dragging yourself out of bed.' Another time, he says, 'It has to simmer.''
