The Memorial Day weekend is shaping up to be no holiday for “X-Men: Apocalypse.”
The Fox sequel earned an estimated $20.3 million at the North American box office on Saturday, placing it on a course to end the four-day weekend just north of $78 million. That’s well below bullish early projections of $90 million to $100 million, and even falls short of Fox’s far more conservative $80 million.
By comparison, “X-Men: Days of Future Past” raked in $110.5 million over the 2014 Memorial Day weekend.
That said, Disney executives would likely be dancing in the streets if “Alice Through the Looking Glass” were earning anywhere close to those numbers. Instead, the $170 million sequel is already being branded a flop as it heads toward a projected $35 million four-day tally. That, too, is will below early estimates.
Deadline contends part of the problem is that the first weekend in May has emerged as the new kickoff to the summer movie season, leaving Memorial Day weekend as an “afterthought” for both distributors and audiences. In addition to the traditional barbecues and family vacations, “Apocalypse” and “Alice” also face competition from “holdovers” like “The Jungle Book,” “The Angry Birds Movie” and “Captain America: Civil War.”
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