THIS WEEKEND'S BOX-OFFICE: 7/18/2013

Four new films enter an already crowded market this weekend. Red 2, The Conjuring, Turbo and R.I.P.D. I intend on seeing Red 2 & The Conjuring, what movie(s) are you going to watch this weekend? 

Red 2

PROS:

- The first film was a word-of-mouth hit that appealed largely to adult audiences, who haven't had as many options at the theater this summer.

- The ensemble cast.

- Provides strong counter-programming for those not interested in The Conjuring.

- Flixster activity is solid.

CONS:

- Not all sequels improve upon their predecessors' runs.

- The move from the first flick's fall release to summer is questionable. Interest may not be as high in a busier market.

- The film is running behind several current release films on Twitter as of Wednesday.

- Reviews aren't looking good--something that could sway the adult audience it's targeting.

The Conjuring

PROS:

- Buzz surrounding the film has been very positive since the film's debut at the Los Angeles Film Festival in June.

- Reviews are strong.

- Supernatural-leaning films are on a hot streak lately.

- Director James Wan found previous box office success with Saw and Insidious.

- The source material involving the Warrens (famous for their involvement with Amityville) is immediately recognizable to many.

- Twitter, Facebook, and Flixster activity have been consistently strong for weeks.

CONS:

- The crowded market.

- The R rating will prevent some teenagers from getting in, but then again, that didn't stop The Purge or The Devil Inside from breaking out.

- How much longer will the supernatural genre keep rolling?

Turbo

PROS:

- The DreamWorks name is a strong selling point for families.

- Even non-event animated films tend to do decent business.

- Families who have had their fill of Despicable Me 2 and Monsters University may give this a shot.

CONS:

- Opening in a crowded market won't do it any favors.

- Despicable Me 2 and Monsters University will still be combining for a large chunk of business this weekend.

- Twitter activity has been crawling at a snail's pace.

R.I.P.D.

PROS:

- Jeff Bridges and Ryan Reynolds offer some star credibility.

- If an effects-driven movie is going to succeed, it's going to be in the middle of summer.

- The inability for Pacific Rim to break out could have a positive, but small, effect on this.

CONS:

- Negative buzz has plagued the film for months, dating back long before the first trailer even made its late debut in the spring.

- The embargo on reviews isn't an encouraging sign.

- Neither Reynolds nor Bridges are proven to be consistent box office draws.

- Pacific Rim is generating positive word of mouth, something more likely to have a negative effect on R.I.P.D. in combination with the crowded marketplace.

- Audiences may not be sold on the marketing and concept, which clearly pander to fans of Men In Black.