Will Smith and Tommy Lee Jones’ reprisal of their roles as world-saving secret agents in Men in Black 3 collected $70 million (€56 million) at the North American box office in its initial weekend, putting Sony Pictures in a strong position leading into a summer of expensive bets for the studio.
Sony made a hefty wager on three big-budget films it will release over the next 10 weeks, risking as much as $1 billion (€798 million) to make and market MIB 3 and reboots of Spider-Man and Total Recall in the US and foreign markets.
Sony’s strong opening came during a year of big budget misfires. Universal Studios’ Battleship sank at the US box office, likely resulting in a loss for owner Comcast Corp . John Carter, which will go down in history as one of the biggest bombs of all time, losing $200 million (€160 million) for Walt Disney Co.
MIB 3, which cost more than $215 million (€171 million) to produce and at least $100 million (€80 million) more to market, needed to open with at least $56 million (€44 million) over the holiday weekend to break even, according to analyst Tony Wible.
Sony will release the second of its big-budget films on July 3, with the latest edition of Spider-Man. For its new film, Sony reduced costs and replaced the previous star, Tobey Maguire, with Andrew Garfield.
Spider-Man seen as safe bet; Total Recall seen as more risky
Still, The Amazing Spider-Man cost the studio about $215 million (€171 million) to produce.
A month later Sony will release Total Recall, a remake of the 1990 film that stars Colin Farrell in place of the original’s Arnold Schwarzenegger and cost more than $125 million (€100 million) to make.