Critics, by and large, may have loved Rango , and their positive reviews may have helped boost ticket sales for the quirky animated film, but word-of-mouth may prove iffy. Animated movies ordinarily have the longest legs of any film genre, showing the smallest week-to-week drop. But according to Las Vegas-based CinemaScore, which polls rank-and-file moviegoers over 13 as they leave theaters and grades the movies they've seen accordingly, Rango received a not-very-enthusiastic C+. Nevertheless, Paramount Vice Chairman Rob Moore, who overseas marketing and distribution for the studio, has told the Los Angeles Times that he believes a larger number of families will see the film as spring break hits over the next two weeks. Nevertheless, studio marketing and promotion execs have their work cut out for them, given the reported $135-150-million cost of the movie. Rango may have taken in an estimated $38 million over the weekend, the biggest opening for any film this year, but the amount pales in comparison with the $116-million opening of Alice in Wonderland on the comparable weekend a year ago. Word from overseas was also not encouraging. The film opened in 33 countries, where it took in a total of $16.5 million.

07/03/2011