WEEKEND B.O.: 'UP' UP AND AWAY...WITH A DETOUR TO 'HELL' (HWD)

By Paul Dergarabedian

A strong post-Memorial weekend is on tap as the latest from Pixar, and a Sam Raimi horror film hit a marketplace loaded with both hits and hold-overs.

The big story is the Cannes opening film this year, Disney/Pixar's critically acclaimed hit "Up" that debuts in nearly 3,800 theaters. The tenth Pixar film will continue the tradition of a number one debut, followed by a long run fueled by great word-of-mouth and a love-fest with critics.

The first four minutes alone are worth the price of admission and serve as a poignant, bittersweet and heartbreaking prologue that unspools and takes the viewer immediately into the film and forms its emotional core.

Beyond that, the Disney/Pixar collaboration has proven to be perhaps the most consistently performing in terms of box-office revenue (which stands at nearly $5 billion worldwide) and creative perfection.

On the other side of the spectrum is Sam Raimi's "Drag Me To Hell," a film that marks the return of the director of the enormously successful "Spider-Man" franchise to his horror roots (Raimi directed "Evil Dead," "Evil Dead 2," "Army of Darkness" and "The Gift").

With some strong reviews to its credit, this film is a great counter-programmed alternative to the fluffier popcorn fare in the marketplace and could surprise many with a stronger than expected opening weekend performance.

Horror films always have a built-in audience and with the Raimi reputation behind it, this film could pull off a horror coup of sorts and give some of the hold-overs a run for their money.

Year-to-date and Summer-to-date numbers continue to impress with a 14%/12% advantage over last year's revenues/attendance the the momentum has slowed a bit with tough comparisons to last year when the summer box-office was on fire with hits like "Indiana Jones" and "Sex in the City."