The three-part adaptation of Ayn Rand's Atlas Shrugged ended with a whimper this weekend. Opening at 242 theaters, Atlas Shrugged Part III: Who Is John Galt? bombed with just $461,179*. In comparison, the first two movies each opened above $1.68 million. To be fair, the second outing opened at over 1,000 theaters, and both previous movies had more marketing/publicity ahead of their launches.Never fear, the business masterplan will be to cream it on the merch!
Ultimately, the entire three-part endeavor will likely wind up with less than $10 million at the domestic box office (and not a whole lot overseas as well). The troubled production history is surely to blame for some of this—the cast changed with each installment—though it does call in to question whether the novel is as popular as it's perceived to be.
Tuesday, September 16, 2014
The Biggest Bomb Yet.
Box Office Mojo reports on Atlas Shrugged III's opening weekend: