It looks like Dreamworks Animation’s 3D “Shrek Forever After” will be tops for the third week in a row with another $6.5 mil. on Friday, according to The Hollywood Reporter.
Thank the premium 3D pricing and even higher premium pricing at IMAX theaters (about $5 mil. opening and $3.6 mil. the second weekend) for not only reaching a cumulative $164.6 mil. to date in the U.S. alone for the Paramount-distributed fourth and final chapter in the franchise, but also for holding off challenges from seemingly strong 2D entries “Sex and the City 2” and “Prince of Persia” over the Memorial Day holiday weekend (only a 39% drop in its second weekend, albeit a holiday), and the comedy “Get Him to the Greek” this weekend during its third frame.
With the biggest 3D and IMAX competition to “Shrek” still 13 days away — Disney’s “Toy Story 3” premieres on June 18 — the green monster just may surpass DWA’s most recent long distance performer, “How to Train Your Dragon,” which held a steady strong pace for weeks in crossing the finish line with $213 mil. domestically.
— By Scott Hettrick