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'High School Musical 3' a cut above 'Saw V'

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We all expected Disney's (NYSE: DIS) High School Musical 3: Senior Year to be the number-one picture at domestic theaters over the weekend, but I have to admit, I thought it might do a little better than the $42 million it's grossed so far (according to estimates at Boxofficemojo). That's still a very decent figure for a movie that began its life on the small screen. And one has to wonder if Disney now believes that a fourth Musical movie might actually be ready to compete in the summer box-office season. If the budget were low enough to justify the risk, I might be for it.

We also had a good idea of what would come in second. Lions Gate Entertainment's (NYSE: LGF) Halloween tradition, a Saw sequel, took up that respectable position. Saw V grossed approximately $30 million. Lions Gate was quick to issue a press release over the weekend pointing out the film's success as well as the financial impact of the Saw franchise as a whole. The numbers are compelling (worldwide theatrical and home-video revenues of the entire series have passed $1 billion) for the low-budget properties.

But, as I noted in an earlier post, the opening-weekend grosses for the Saw flicks have plateaued. Even though we are told by Lions Gate that the Saw franchise has taken in over $1 billion in revenues, exactly what is the profit margin on those revenues? And what is the assumed growth rate of the franchise over time versus the assumed growth rate of the budgets/marketing expenditures? If you look at the following chart, you'll note that cumulative domestic grosses for Saw II through Saw IV have been in decline. Total worldwide grosses for Saw IV declined compared to Saw III.

I've been criticized in the past for making a big deal out of this trend since these movies don't cost a lot to make. But since Saw V reportedly cost around $10.8 million to make and the first Saw cost $1.2 million to lens, I notice two things. First, $10 million could be used to seed quite a few new low-budget concepts. Second, why not go back to a budget of less than $10 million to see if financial constraint might induce a higher level of creativity? For me, the level of creativity in the series is going stale. Besides, shareholders like Carl Icahn, I'm sure, want to see every penny used by Lions Gate debated carefully, since he has increased his investment in the studio.

As for the rest of the top five at the box office, News Corp.'s (NYSE: NWS) Max Payne came in third, dropping from first place last week. Disney's Beverly Hills Chihuahua was fourth, and Time Warner's (NYSE: TWX) Pride & Glory was fifth. The weekend, however, was all about a group of singing high-school students and a man called Jigsaw. How well will these two movies hold up next weekend? Halloween is this Friday, so Lions Gate should hopefully use that to its project's advantage. As for Disney, the company's marketing team better take full advantage of its number-one opening and pump Senior Year up during the week and go for a repeat at the top. That would be music to the ears of shareholders (I'm one).

Disclosure: I own Disney; positions can change at any time.

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Last updated: November 22, 2009: 01:24 PM

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