While browsing the Interwebs this morning I saw a post talking about the low box office performance of the Incredible Hulk.Â 2008 is certainly the year of comic book movies, and with the initial praise the film received, I had to check out the facts for myself.
Turns out, Incredible Hulk – to date – hasn’t made its production budget estimated at 150 million dollars, bringing in a measly $124,841,395 (Domestic).Â To most of us, that amount would seem like the jackpot of a lifetime, but for fledgling Marvel films, this could be the signs of larger troubles down the road.
Even though it has been in theaters for only four weeks (with typical movie runs estimated at 10 weeks), the Incredible Hulk hasn’t even reached the half way point, which could easily mean the movie will make its budget and more.Â But since the green goliath has had to compete for moviegoer affections against films like Indiana Jones and the Kingdom of the Crystal Skull ($753 million), Iron Man, Prince Caspian ($138 million), Wall-E ($127 million), and the upcoming Hellboy II, and Dark Knight movies, I’m not sure the film will make the huge profits Iron Man did.Â Based on the box office drop (60% the first week, 56% week 2, 48% week 3), the remaining weeks of the summer could net the film another $4 million domestically, which still puts it below the $150 million mark.
While this may sound dire, don’t go selling your Marvel Stock yet (30.77 this morning, down from high of 37 – still beating Disney this morning at 30.08).Â What many naysayers are forgetting is that as much as we like to think it, the United States of America is not the end all be all; there are still billions of people world wide that are going to the theaters and bumping up those box office dollars. If you count the international box office take on the film, the Incredible Hulk has raked in $210 million, well over the cost of the film.
The international market is a very different one, and while the world wide gross does get Hulk out of the red – as opposed to the Red Hulk – the movie could bring in much more money than expected in a particular country, much like Jerry Lewis’ god-like status in France.
So don’t count the Hulk out yet.Â The film may not be the juggernaut that is its big brother Iron Man (world wide gross at $563 million), it’s quickly closing in on the Ang Lee version ($245 million).Â I think the biggest boost the film will see is when it hits DVD.Â I believe more people will see the movie on DVD than in theaters simply because of the foul taste Lee’s film left on movie goers.Â This means the film could achieve a cult like status on the disc than it ever will on celluloid.