Now I’m indulging in schadenfreude: The Kick-Ass movie opened this weekend, and it lost out in ticket sales to a cartoon that had already been running for a month.
How to Train Your Dragon took in $20 million; Kick-Ass was second with $19.75. Now, these are estimates, and they’re pretty close, so they might change a bit once final figures are in, but even if Kick-Ass squeaks to first, $20 million isn’t great for a superhero movie with that much promotion. Expectations were higher for the colorful batch of violence and swears, and whether a film is seen as successful or not is often based on how it does against projections, not actual sales.
The movie wasn’t as well-received as hoped, and its R rating prevents the core teen boys (who are the ones who would receive the “it’s so edgy” approach best) from seeing it easily. One fan site blames the marketing, which they think should have made clearer it was a “violent vulgar r-rated geek-fantasy wish-fulfillment story”. Everyone I know had already figured that out, and that’s why they don’t want to see it. The movie is playing best in big cities, and marketers hope that it still has legs, based on its European performance.