
In Hollywood studio parlance, industry insiders refer to a movie that has an above average lifespan in first-run theatres as having "good legs". Well, this Summer's movie musical release Momma Mia is certainly proving to have great legs!
Mamma Mia was released 7 weekends ago (the same debut weekend as the Summer's biggest hit The Dark Knight) . Surprisingly Mamma's decay curve (the rate at which box office receipts decline as a movie ages in theatres) has sloped off less dramatically than the Dark Knight's! Moreover, with a new promotional push to market a "special edition singalong version" (by simply adding sub-titles), the studio appears to have actually succeeded in boosting Mamma Mia's box office take in this its 7th weekend over what it earned last weekend (which is an extremely rare occurrence for a major studio release).
Factoring in this weekend's estimated receipts, Mamma Mia will have earned approx. $131.5 million cumulative at the domestic (North American) box office. (The movie has also added another $200 million plus in overseas receipts.) This ranks Mamma Mia as the third ranked movie musical released since 1974 (ahead of last Summer's Hairspray (which grossed $118.9 million) and behind 2002's Chicago (which grossed $170.7 million, a large chunk of which was earned in its Oscar winning afterglow). The movie's soundtrack album has also been a bestseller that has topped the Billboard CD sales charts.
Hopefully, the commercial success of Mamma Mia will spur studios execs to ramp up production of more movie musicals.