‘G.I. Jane’ Takes Weekend, but Smoke of Dispute Lingers

Sniping between Hollywood studios over weekend box-office estimates has become a common sound on Mondays when the final tabulations are distributed to media around the country.

The latest tussle is between Disney’s Buena Vista Pictures and New Line Cinema.

The top-grossing movie this weekend was Buena Vista’s drama “G.I. Jane,” starring Demi Moore, which grossed $11.1 million, edging out New Line’s buddy comedy “Money Talks,” starring Chris Tucker, which made $10.7 million.

But the makers of “G.I. Jane” say New Line, which is owned by Time Warner, intentionally inflated its estimated figures over the weekend to make it seem as if “Money Talks” tied for No. 1.

“They are dishonestly acquiring an advantage,” said Phil Barlow, Buena Vista Pictures’ president of distribution. “I want people to know they can’t get away with it. We’re putting up the ‘Don’t Tread on Me’ flag and I wish every other company would do the same.”

New Line said that early-weekend estimates are just that, and that New Line simply expected the “ethnic comedy” to make more than it did, said Al Shapiro, New Line’s president of distribution. “I am not doing anything to lie or cheat, and I resent the implication,” he said. “Our estimates were based on what we anticipated we were going to do. We came in a little lower than we anticipated. They came in a little higher.”

Because there is no means of independent auditing, box-office reporting system requires studios to be on an honor system in submitting their estimates and final figures to box-office tracking firms. Consequently, fights erupt between studios that accuse each other of padding when estimates in initial reports are significantly higher than the actual take reported a day or two later.

“Studios have been known to overestimate the figures and then they can always retreat later,” said John Krier, president of Exhibitor Relations. “What’s at stake is bragging rights for a day or two, then the industry forgets.”

New Line was involved in a similar dispute last November, when it predicted over the weekend that its “The Long Kiss Goodnight,” starring Geena Davis, would top the charts at $9 million. Paramount Pictures predicted that two of its films, “Ghost in the Darkness” and “First Wives Club,” would make more: $9.3 million and $9.2 million, respectively. New Line accused Paramount of inflating its figures. On Monday the studios engaged in a game of chicken, each waiting for the other to announce final figures first. (Both Paramount films earned more that weekend than “Long Kiss Goodnight.”)