By Chris Kavan - 03/02/12 at 10:35 AM CT
Only two wide releases coming out on March 03, 2012 and each targets a very specific and very different crowd. Hopefully the appeal will be enough to keep Hollywood's hot streak continuing for the year.
1) The reason The Lorax will win the weekend isn't because it's based on one of the many great books that Dr. Suess wrote, or that the message the film gets across about environmentalism is especially topical or even the vocal cast led by tween-friendly Zac Efron and Taylor Swift (throw in Ed Helms, Danny DeVito and Betty White - and you have a winning combination) - although all that is sure to help. The reason The Lorax will open big is because it has almost no competition. Out of all the films in the top 10 only two can be seen as targeting families - one is a live action sequel (Journey 2) and one is a Japanese Anime (Secret of Arietty) the former is entering its fourth week out and the latter has limited audience appeal (even though the animation looks marvelous). Enter The Lorax - computer-generated goodness, 3D ready and certain to be a big hit for families needing their fix. Even if the critical response is tepid, I expect this to bring in a fairly good chunk and open on top.
2) On the other hand, Project X looks to bring in the older teen/young adult crowd by throwing the biggest party ever. This time it's found footage meets equal parts Superbad with The Hangover - in other words, a lot is done, but there's probably no message aside from "PARTY PARTY WOO PARTY!!" For the right group of friends this will be a hit and, hey, its based party on a true story, so between things getting set on fire, drugs, sex and kicking music, remember there are consequences for having too much of a good time.
We'll also see how last week's Act of Valor holds up amongst the new competition and how patriotism fares in the fight against a fluffy, orange creature and one out-of-control party. Stay tuned on Sunday for the final results.
