Labor Day weekend is traditionally one of the weakest times of the year for the American box office, and it looks like we will certainly be seeing that in this time frame courtesy of a lack of blockbuster projects — though a number of east coast movie-goers may choose to come out this weekend after a certain storm named Irene closed all the theaters last week.
Overall, it appears that “The Help” is going to reign supreme at #1 for the third straight week. Strong word of mouth has enabled the Emma Stone / Viola Davis film to hold steady over a long span of time, and early projections have the movie grossing around $14 million for the Friday-to-Monday period. In total, it should cross the $120 million mark by the end of the holiday weekend (nearly five times its production budget).
Even though receipts may not be through the roof, there is still some good news for another project this weekend — “Apollo 18.” The alien encounter film (which has all the makings of being a camp hit) is on pace to earn around $11 million in the #2 position — although this is on the low end of studio expectations, it is still far and away better than the $5 million budget the movie is operating under.
Stay tuned — we will have more thorough results for the entire weekend (including “Shark Night 3D,” which is expected to finish the weekend at the #3 position) on Sunday.