@hawkeye10,
For those wondering how this works, the first week is all about marketing and the appetite for the premise of the movie and the people in it. The second week tells what people really think of the movie...do they see it again? Do they recommend it to their friends? Is it getting good social media buzz?
While second weeks have been getting progressively worse over the years because the movies have not been particularly good and because hollywood is making too many movies (as tsarstepan says about movies getting pushed out) the current guideline is that if you see a second week drop of more than 60% you are in trouble. If the second weekend is a heavy book office weekend like this last one is you really dont want to see a weekend drop off more than 56-57%.
I think we now know why this movie was not scheduled during peak summer boxoffice, it is not very good, the studio has better movies ready to go. The plan here was promote the hell out of this dud and try to get every dollar possible the first weekend before people figured out that it sucks. We kinda knew it sucks when every day the box office shrunk that first week-end, but now we know for sure. The box office is the vote, the reviews and the first weekend are the campaign, it is the box office the matters.
tsarstepan might well come on and claim that I dont know what I am talking about, but that is all BS because he does not like my political views. He should keep his mouth shut before he does more harm to his credibility as a movie expert.