The 'Lorax's' Secret Weapon

Universal Pictures and Illumination Entertainment

As Hollywood buzzes over the $70.2 million opening of Dr. Seuss' The Lorax, a consensus is building that the first weekend in March is the perfect spot to launch a kids' movie. Alice in Wonderland ($1.02 billion in 2010) and Rango ($245 million in 2011) also opened in the first March weekend, proving that the first studio to plant a kiddie flag coming out of winter cleans up. Lorax's March 2 bow came nearly three months after the last animated film, The Adventures of Tintin. Says Universal distribution chief Nikki Rocco: "We saw an opportunity in this corridor."

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