I don’t know how The Weinstein Co is going to stay on track with its reorganized finances if Dimension films keep bombing like this: a weak $12M opening weekend from 3,295 theaters. The whole underpinning of the Weinstein Brothers’ success at Miramax was that Dimension threw off wheelbarrows of box office cash. No more. Here’s yet another unnecessary sequel not helped by its 4D gimmickry, Aroma-Scope schtick, or Robert Rodriguez. (See Robert Rodriguez On His ‘Spy Kids’ Stinker.) The Weinstein Co saw the handwriting on the wall and didn’t bother to brief the media on the film ahead of time — and then failed to send out grosses Friday. With a ‘B+’ Cinemascore and exit polls showing that kids rated the film much higher than parents did (72 excellent and 90 in the top 2 boxes), the film should have done better especially with 3D’s higher ticket prices. But Spy Kids: All The Time In The World had 60/40 with 2D in terms of screens but only 54/46 in terms of business. (To give you some context, The Smurfs was 77/23 with 2D, which is more in line with the family film trend). Dimension can keep making this sequel swill, but until it comes up with fresh ideas for fresh films, then TWC could tank again.
Robert Rodriguez took a page from John Waters and used the marketing strategy of billing his fourth installment in the Spy Kids franchise as a “4D” flick by adding scratch-and-sniff scent cards for audiences. It’ll be interesting to see if this add-on “Aroma-Scope” value increases moviegoing beyond just the 3D higher ticket prices when the pic opens Friday. ”When it came time to do Spy Kids 4, I couldn’t just go back and do 3D like everybody else is now. I had to bring something extra,” Rodriguez told the AP. “Just watching my own kids with interactive gaming, you ask them to watch a movie, it just feels so passive to them. I thought, this helps bridge the gap. It’s an interactive thing, almost like playing a game while you’re watching the movie.” In 1981, Waters released Polyester in “Odorama,” while the 2003 toon Rugrats Go Wild also used scented cards. One of the Rodriguez smells is a spy baby’s diapers. ”Originally, we didn’t have any really rancid smells, but kids wanted something really stinky in there,” Rodriguez told AP. “It really doesn’t smell that bad. No one’s going to get sick in the theater.” Now let’s bring back “Sensurround”.