‘The Devil Inside’ blowing past box-office estimates
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‘The Devil Inside’ is scaring up way more business than most people in Hollywood expected.
Estimates based on box-office returns as of late Friday afternoon indicate the horror film will collect well over $20 million this weekend and could end up close to $30 million. That’s double earlier predictions, based on pre-release surveys that indicated it would do between $12 million and $15 million.
The film is now set to collect almost that much money on Friday alone, including $2 million from after-midnight screenings Thursday.
Where ‘The Devil Inside’ ends up will depend on word of mouth from opening day audiences. Reviews have been overwhelmingly negative, garnering the film a Rotten Tomatoes score of just 8%.
It’s now certain, however, to be the No. 1 movie at the box office this weekend, ahead of ‘Mission: Impossible — Ghost Protocol,’ which will likely earn about $15 million.
For distributor Paramount Pictures, it’s poised to be a huge winner. The studio spent only $1 million to acquire the picture, before marketing expenses.
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Solid start, fast fade for movies
— Ben Fritz