Various Hollywood trade sites, Disney execs and fans have been blaming The Avengers: Infinity War or Deadpool 2 for fans not showing up or the disappointment surrounding Star Wars: The Last Jedi, but now a Wall St. exec offers the reason is because of the failure of correctly marketing the movie. "Adrift", from STX Entertainment, washed up in third place with $11.5 million, while the others struggled to make a significant impact.
R-rated "Upgrade", which scored nearly universal positive reviews, collected $4.46 million, beating a forecast of $2.8 million by Box Office Pro. This weekend Infinity War brought in $10 million domestically, bringing it's domestic total to $643 million.
Screening of the film "Solo: A Star Wars Story" out of competition - Red Carpet Arrivals - Cannes, France May 15, 2018. Its cumulative total is now $264 million. The survival tale is based on a true story and scored 67 percent positive reviews, according to aggregator Rotten Tomatoes. Overseas, Infinity War brought in $24 million, bring it's worldwide total to $1.322 billion.
It seems that the film's misfortunes continued through its second weekend as well. From directors Lord and Miller being swapped with Ron Howard, to Michael K. Williams' big bad being replaced by Paul Bettany to the titular hero himself being made less Ace Ventura-esque, a lot of alterations were made behind the scenes on Solo's path to the big screen. "If the franchise was able to survive Phantom Menace and Attack of the Clones, we have a hard time believing Last Jedi could have done that much damage", Creutz said. It now boasts an 85 percent critics score on Rotten Tomatoes, along with a 91 percent audience rating.
Shailene Woodley's lost-at-sea drama "Adrift" fared the best of the three newcomers, which included the horror pic "Upgrade" and a Johnny Knoxville comedy "Action Point".
At the specialty box office, "RBG" - the documentary centered on Supreme Court Justice Ruth Bader Ginsberg - had another strong weekend with a haul of $1.1 million in 432 locations.
Elsewhere, MoviePass co-opened its first feature with Orchard.
The year-to-date box office is up 6.2 percent, crossing $5 billion in 2018, according to comScore.
The film's journey forward at the box office is only going to get more hard with a big June on the horizon.
While that was still enough to claim the top spot, it's far less than Disney and Lucasfilms had expected from the movie.
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