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Shrek Forever After Takes Top Spot

Published May 24, 2010 in Box Office
By Ryan Parsons | Image property of DreamWorks Animation, Variety
Shrek Forever After Poster Shrek Forever After
As expected, Shrek Forever After took the top spot this weekend with, as expected, a less than expected $71.3 million. Yes, people still taste bitter remnants of what was Shrek the Third. (Mixed reviews couldn't have helped)

Box Office Champ: Shrek Forever After

Nobody likes seeing one of their favorite franchises continue its downhill slide, hence why many fans of the franchise failed to make it for the debut of its fourth installment, Shrek Forever After. With the help of 3D ticket sales, the film was able to take in $71.3 million, a number that is less than the franchise's previous two prior installments.

But DreamWorks Animation has nothing to fear yet. Taking a lesson from How to Train Your Dragon, which showed serious legs at the box office after a wave of positive word of mouth, the studio understands that a film's start is not always that detrimental.

DWA head of worldwide marketing Anne Globe made sure to note, "We always believe it's where you finish, not where you start. "When looking at how 3D has played out, historically it has had a higher multiple and a longer hold," Globe added. "So we feel optimistic about that and think that all the 3D and Imax formats will continue to hold very well."

The studio had predicted an $80 million take for Forever After and competing studios suggest that the lower result could point to franchise fatigue among moviegoers.

While DreamWorks remains confident, don't expect this film coming close to Shrek 2, which I actually saw in theaters three times. Yes, it was that enjoyable and, yes, I had a new date by my side each time. (Shrek 2 = chick magnet)

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Ryan Parsons
Sources: Image property of DreamWorks Animation, Variety

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