Labor Day weekend is coming up in North America and with that, the chance for The Help to score a hat-trick at the top of the box office. Last time we witnessed such an event was back in July 2010 when Inception won three consecutive weekends. There’s also some competition out there in the form of The Debt, Apollo 18 and Shark Night 3D.
Labor day means the US gets a 4-day weekend since Monday is also free. Because of this I’m going to give the normal 3-day prediction as well as a 4-day one. Now back to the good stuff, The Help could lead the box office one last time with a $14 million 3-day and $17 million over the entire 4-day labor weekend. That should bring the movie to over $121 million in 27 days.
The Blair Witch Project style Apollo 18 opens in 3328 theaters and this is quite possibly the only flick that could deprive The Help of its hat-trick. I’m mixed on this since on one hand I remember movies like Cloverfield or Paranormal Activity, both doing great business in theaters, but on the other hand this just doesn’t look all that interesting as a theater experience. I’d much rather enjoy Apollo 18 with a bunch of friends, at home, on a rented Blu-ray. Maybe I’m wrong and it will gross a lot more, but right now I’m just not convinced so I’ll give it $12 million for the 3-day and $14.5 million for the 4-day, good for 2nd place.
Now Shark Night 3D could be a theater experience but like other similar second grade horror flicks, it has limited appeal. Piranha 3D opened with $10 million a year ago, this could do similar business over the 3-day weekend and $12 million over the 4-day weekend.
In 4th place we’ve got a fight between Rise of the Planet of the Apes and The Debt. Now the later just opened on Wednesday to almost $1 million so it won’t be anything to write home about when it comes to box office. Still, I’m expecting around $6 million for both during the 3-day and $8 million for the 4-day weekend. If it performs like this, Rise of the Planet of the Apes will have made over $160 million in just over a month in North America.
Next week Warner Bros. has the Steven Soderbergh action thriller Contagion, Lionsgate brings some Warriors and Sony throws Bucky Larson: Bord to be a Star into the mix.