Star Wars Episode I The Phantom Menace ruled the mid-night screenings today beating out the likes of Rachel McAdams and Channing Tatum in
The Vow and Denzel Washington and Ryan Reynolds in
Safe House. The re-release of George Lucas' prequel in 3D took in
1.1 million dollars during its mid-night showing with
The Vow coming is second at
770K and
Safe House bringing in
550K.
Star Wars has used a number of marketing tools in order to promote the re-release of Episode One including specialty 3D glasses that look like Anakin's pod racer goggles and also have Darth Mauls' likeness on them. They also have been giving away toys at the screenings as well. It looks as if it has paid off for Lucas and company with them coming away the winner at the mid-night showings. We will have to wait an see if the strategy pays off in the long run, but it is expect that the film will gross in the 20 million dollar range.
With a number of other box office hits still in theaters and The Rocks
Journey 2: The Mysterious Island not participating in mid-night showings the numbers for Star Wars is still up in the air. Make sure to check back here at CBM for the latest.
Star Wars Episode I The Phantom Menace stars Liam Neeson, Ewan McGregor, Natalie Portman, Jake Lloyd, Ian McDiarmid, Pernilla August, Oliver Ford Davies, Hugh Quarshie, Ahmed Best, Anthony Daniels, Kenny Baker, Frank Oz, Terence Stamp, Brian Blessed, Andrew Secombe, Ray Park, and will be re released in 3D
TODAY.
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