We had a pretty neat opportunity over the weekend film going audience. Pacific Rim, a phenomenal summer block buster that didn’t rely on existing IP, was going up against the scourge of cinemadom, Grown Ups 2.  A win for the former could signal a turning point in the battle between lowest common denominator and inventiveness. Instead Grown Ups made more than it’s predecessor and Pacific Rim settles for 3rd place. We all screwed the pooch on this one people.

But before we get into that, lets give props where props are due. Despicable Me 2 continues its dominating run by coming in first place against both newcomers this weekend. The $44 Million dollar weekend represents a great 46.4% drop proving that the interest in Gru and his minions is not as front loaded as some had suspected. The movie is homing in on mega-hit territory and should finish it’s run well over $300 Million.

But that’s not why we are here people.

Coming in second place was Grown Ups 2 to a total of over $42 million. I think we might now have that pesky question to the life, the universe and everything Douglas Adams wrote a whole lot about. How many millions are people willing to fork over opening weekend to a lazy, low brow ‘family comedy’? 42!

The Fast and Furious franchise is among the most curious in cinema history. Over a decade ago, when the first film came out, no one could have foreseen half a dozen films and hundreds of millions in total box office. Yet here we stand looking back at yet another weekend where the number 1 film is both speedy and a little irate.

The film brought in an estimated $34.5 Million in its second weekend, which was just good enough to take first place. The film followed suit with its predecessors and took a nasty dip in weekend number 2, but the lack of a big film releasing during the slow, post Memorial Day weekend left enough room for Vin Diesel to have another weekend with the penthouse view.

The big winner of the weekend, however, is second place finisher Now You See Me. The magician/heist film boasted a way-above-expectation $28 Million, which proves once again that putting Morgan Freeman in you trailers is a fast track to box office windfall. The film has a loaded cast, and provided enough of a change of pace to carve out a really nice audience in the middle of blockbuster season.

If you get the clumsy baseball references in the title than you get that this weekend was won by 42. The Jackie Robinson biopic earned an estimated $27+ Million, giving the film one of the strongest baseball movie debuts of all time. The film took advantage of perfect timing and well delivered advertising to get out of the gate strong. Despite the impending the parade of competition, the new baseball season should continue to allow the film to stay relevant for a few more weeks than it really should.

Bombing into second place is Scary Movie 5 which managed to pull in $15 Million, and providing tangible proof that no one cares about the spoof franchise any more. If any one is a victor in this instance it would be the Wayne’s Brothers. They conjured up the franchise with the first brilliant film, but eventually parted ways by the third film. The brothers Waynes got back into the horror spoof game earlier this year with A Haunted House, which shines an even larger light on Scary Movie 5‘s failure.

Sticking in third place is the newest hit from Dreamworks, The Croods. Easing a very light 36%, the film brought in another $13 Million giving the film a total haul of nearly $150 million, which is huge for a new animated IP from a studio with a mixed track record. There still remains scant children entertainment competition in the upcoming Box Office calender, so the film should still perform well in the coming weeks.

The current trend in sequel box office returns is tied to perception. Gone are the days of diminishing returns as a rule, these are the golden times for franchises. How the general public feels about the franchise is now king, and the thing about feelings are, they can be changed.

Case in point, GI: Joe: Retaliation.

The franchise had a below average first film that left a sour taste in the mouths of cinema-goers. It did have a strong opening weekend and final total gross so a sequel was inevitable, but something had to be done to ensure the public perception didn’t bury the new film before it had a shot.

Warming the hearts of movie executives everywhere, GI: Joe Retaliation proved that franchise perception can be fixed and sequels to poorly received films have a shot to come out as strong as its predecessor without waiting on word of mouth or reviews to set in.

There used to be a rule in feature animation. PIXAR was the king of quality and they had a perfect record, Dreamworks had Shrek and a whole train load of Disney and PIXAR knockoffs with star-studded casts. Most of the times those films were turds, and provided a sharp contrast that might have aided in PIXAR’s incredible win streak by providing such horrible comparison.

Well that was the past boys and girls, because the quality gap has been dwindling faster than The Croods just past 100 Million at the international box office. Dreamworks newest animated feature had a solid-to-great opening weekend bringing in over $44 Million. Which puts the film on par with other recent Dreamworks its How to Train Your Dragon and Megamind.

A big weekend was probably expected for The Croods, however, the weekend was not without its shocker. The action flick Olympus Has Fallen surpassed even the most generous of projections to bring in over $30 Million over the weekend. Which is a huge win for an action-centirc film in a year where so many have died horrible box office deaths.