Screen Gems' "Burlesque," with Sony distribbing, closely followed "Megamind" in standing, tallying an estimated five-day total of $17.6 million for a cume north of $130 million.
"Burlesque" received an overall A- aud appraisal but scored better with the under-35 crowd, which gave the pic an A rating. Male auds, who made up 31% of the film's opening demo, even gave "Burlesque" an above-average rating. Sony, however, expected the film to appeal heavily to gay men.
The film's marketing materials hyped stars Cher and Christina Aguilera, as well as the music, in trailers and online videos.
Rory Bruer, Sony prexy of worldwide distribution, credited stars Cher and Aguilera as the pic's primary draws. "Cher has a knockout song where even she said she hit a few notes she's never hit before."
Like "Burlesque," Fox's "Love and Other Drugs" tapped into a primarily female base, with 63%, and drew 60% of its aud over 25. The R-rated film, toplining Jake Gyllenhaal and Anne Hathaway, repped a significant marketing challenge for Fox as it isn't a typical romantic comedy. Pic got a B- CinemaScore rating, which could reflect audience confusion.
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