"Yes, there's been some high-profile failures," said Chris Aronson, head of distribution for Fox. "But the summer's been fantastic despite the gloom and doom some in the media have portrayed."
The market was crowded with family films, including new releases Percy Jackson and Planes, as well as holdovers like Sony's Smurfs 2 ($9.5 million in its second week) and Fox's Turbo ($2.3 million in its fourth week). With the box office led by two R-rated films, it made for a diverse weekend of movie-going.
"It used to be called the dog days of August -- and you still get some junk thrown in to August," said Paul Dergarabedian, analyst for box-office tracker Hollywood.com. "But it can also be the land of opportunity for films that aren't cookie-cutter for audiences that are burned out by blockbusters."
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