I guess it says a lot about how much I enjoy the suffering of others, but this article really put a smile on my face. Troy's Achilles Heel Here's a summary if you don't want to read it: Troy Cost: $175 M Opening Weekend: $45 M Van Helsing Cost: $160 M Earnings to date: $85 M Now, I know that this is just the US market and international showings play a big part, but keep in mind the rule of thumb often espoused: "a film needs to earn double it's cost to break-even." (chalked up to the costs of distribution, marketing, etc) Are people finally wising up to the summer blockbuster scam? (ie, hype the heck out of a mediocre film with big name stars in the hopes of making a fortune) We are seeing more and more of this with regards to big films: Opening weekend numbers are huge, then a massive dropoff as word of mouth trickles down to the people who don't do any research before spending their money at the box office. Van Helsing, for instance, was down a whopping 61%. From the reviews I've read and word of mouth, I fully expect a huge drop-off for Troy next week. And many of us will remember some of the huge drop-offs from last summer. (record-breakers, I think) Now I don't doubt Van Helsing will make its money back through the rest of its run, DVD sales, toys, etc; but it's no blockbuster. And it looks like the investors of Troy might not even make their money back. As a fan of smaller cinema, I think this is a good trend. It's becoming more and more difficult to see quality films nowadays as the screens are all full of mass-marketed drivel. What do you think?