A Monster Opening? Not Really

Based on first-weekend results, Sony Pictures’ mega-hyped “Godzilla” might be the franchise that wasn’t.

The big-budget, special-effects-driven version of the cheap Japanese monster grossed about $75 million in its opening week. Although it’s a big number for a movie opening, the take is well below the exceptionally high expectations Sony created with its hype and well below any record.

“Mission: Impossible” did better in 300 fewer theaters, and it played to an older audience. Panned by numerous critics, “Godzilla” also failed to significantly hurt “Deep Impact,” which some executives believe played the role of a spoiler.

“Godzilla” might not deliver the kind of profit Sony Pictures Corp. needs to justify it as a “franchise” of multiple sequels designed to deliver a predictable profit every few years. Sony will have to attract a broader audience and get the repeat business of the young males who watched it in big numbers last weekend to gross $200 million domestically, the plateau for what has become something of a psychological barrier marking “blockbuster” business.

Sony is saturating airwaves in part to push the “Godzilla” merchandise. But because the merchandise didn’t hit store shelves until opening day, the perception that the film is a disappointment could hurt merchandise sales.

No Landslide Here: Unless word of mouth filters beyond major urban markets, Warren Beatty’s $35-million “Bulworth” doesn’t appear likely to be a substantial grosser.

The political satire arrives after “Primary Colors” and “Wag the Dog,” both of which took in about $40 million. With about $11 million so far, “Bulworth” should end up in the same region.

For Fox and Beatty, it’s a critical success and has generated a hot-selling rap soundtrack. But its break-even point will be achieved only when revenue from ancillary businesses are added.