10,000 BC

'10,000 B.C.' Dominates Weak Period
by Brandon Gray

A big budget, prehistoric adventure and a Disney family comedy did not rejuvenate the fossilized box office. After this year's mammoth first month and a half, business has recently slowed, and this weekend was the least attended early March frame since 2001.

Hunting for moviegoers on approximately 5,100 screens at 3,410 locations, 10,000 B.C. gathered $35.9 million. It was a solid start for an ancient action picture and for this time of year, though the $100 million plus production wasn't quite as muscular as The Scorpion King among similar movies. According to distributor Warner Bros.' exit polling, 61 percent of the audience was male and 50 percent was under 25 years old.

10,000 B.C.'s marketing aped the strategy behind Warner Bros.' successful launch of 300 last year, yielding only half the business. 10,000 B.C. was sold as a computer-enhanced spectacle, harkening 300300's with a cliff's edge fight scene. The campaigns differed on two major points: a storyline and characters were pumped up for 300, neither of which was found in 10,000 B.C.'s ads.

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