By Ryan Parsons | Image property of DreamWorks Animation, Variety
How to Train Your Dragon
How to Train Your Dragon may have taken the weekend at the box office, but it's not getting the usual slap on the back. DreamWorks CG-animation brought in healthy returns, yes, but still far below the typical Pixar fare.
Box Office Winner: How to Train Your Dragon
How to Train Your Dragon took the top spot with $43.3 million. Since the box office failed to find support from much else, the weekend's total take was down 14% from the same frame last year.
Hot Tub Time Machine, MGM's R-rated laffer was able to chock up $13.7 million in chuckles during its opening bow. While the number isn't exactly amazing for this sort of genre, word of mouth could give the film some legs for the long haul.
The same should hold true for Dragon, which received positive praise, achieved an A CinemaScore rating, and returned good word of mouth. Some are blaming the recent ticket hike for 3D films as part of the cause for Dragon coming in below last year's DreamWorks Animation release, Monsters vs Aliens. The hike is expected to hurt family films the most, considering it is the parents flipping the entire bill for them and their kids. With a bump in price other extracurricular family activates might be seen as less costly.
But don't think that means that the 3D medium is dying, as that couldn't be farther from the truth. IMAX earned 11.5% of the How to Train Your Dragon's total take, though it only represented 3% of the total screens. Accounting for all 3D showings, the medium is due credit for 65% of all the film's earnings. Awesome, but also a longterm problem as well. With Clash of the Titans filling in for 3D this upcoming week, DreamWorks will lose a good chunk of their 3D screens, something that is sure to hurt future receipts.