In addition to its truly patriotic purpose, Independence Day weekend is typically a celebration of Hollywood bombast and spectacle, with huge CG blockbusters playing non-stop in air-conditioned multiplexes around the country. It’s often the halfway point in the year where studio executives can look at the grosses and their bottom lines, exhale, uncork a nice bottle, and think, “We’re going to be alright this year.”
Not this year.
In fact, the financial data for July 4-6 was downright terrifying. Not only were grosses down 45 percent from last year’s holiday, according to BoxOfficeMojo.com, but it was Hollywood’s worst July 4 weekend since 1999. (And that’s not taking into account inflation. In fact, this was the worst July-holiday weekend for ticket sales since the summer of Dragnet in 1987.) The Melissa McCarthy comedy Tammy scored $32.9 million in its first five days—not shabby for a movie that cost only $20 million to make, but hardly a summer savior and nothing close to her last two hits, Identity Thief and The Heat. READ FULL STORY