Opinion: From 'Ghostbusters' to 'Captain Marvel,' feuding over box-office data has turned into the latest proxy battle in our ongoing culture war
Brie Larson in"Captain Marvel." By Sonny Bunch Sonny Bunch Bio Follow March 12 at 10:13 AM As someone who spends an inordinate amount of time on the website Box Office Mojo, I find it slightly surreal and vaguely annoying to watch every culture warrior with an Internet connection pronounce himself an industry analyst and issue sweeping declarations about the impact of a Twitter-verse controversy on a massive blockbuster’s bottom line.
Each of these supposed data points is wrong. In order: This is the seventh-highest MCU opening and, outside of “Black Panther,” the best for a standalone hero’s first film. Every movie released these days includes Thursday night previews in the first Friday’s box-office grosses and has for years. Long-range tracking is a ballpark figure at best, and even then “Captain Marvel” was right in the middle of the $140 million to $180 million range suggested by Box Office Pro.
Correcting all of these misconceptions is an amusing, if pointless, way to spend a weekend. Pointless because no one’s actually interested in learning more about how box-office figures work or what constitutes a good opening weekend as opposed to a bad opening weekend. None of these people who are Wrong On The Internet will listen to me if I beg them to read Edward Jay Epstein’s “The Hollywood Economist 2.0: The Hidden Financial Reality Behind the Movies.
“What most people online don't understand about box office forecasts is that it's not an exact science. It's fluid. The projections on Monday are usually not the same as the projections on Friday,” Pallotta said. “Also, there's a lot of voices who are helping to set the number. There's not a box office wizard who sits on top of the Hollywood sign and bestows Tinseltown with box office forecasts.
But if you hated Paul Feig’s “Ghostbusters” — if you found the director dismissive of fans or were annoyed that he and the stars tried to tie the film to Hillary Clinton’s presidential campaign — it undoubtedly felt good to note that “Ghostubsters” grossed less worldwide than “Ghostbusters” grossed domestically … without having to adjust for inflation.
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