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'Dawn of the Planet of the Apes' takes the title again

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It was a repeat performance for "Dawn of the Planet of the Apes" as it wins the box office race. It held off three new wide releases as the turnstiles continue on a slow pace.

It was a repeat performance for "Dawn of the Planet of the Apes" as it wins the box office race. It held off three new wide releases as the turnstiles continue on a slow pace.

"Dawn of the Planet of the Apes" took in an estimated $36 million in its second week out. Going in, that was the projection and it held true. One could even say that this weekend it over-achieved as some had it around $30-33 million, so there is a silver lining out there.

But, there is no hiding the fact that there is no real summer sizzle at the box office this year, but some films will, and are, doing well. "Dawn of the Planet of the Apes" swung out and grabbed a healthy $36 million. "The Purge: Anarchy" and "Planes: Fire and Rescue" rounded out the top three.

"The Purge: Anarchy" grabbed $28.3 million. It did beat "Apes" on Friday, but could not sustain the lead.
"Planes: Fire and Rescue" did what was expected, nothing more, or less. At $18 million, it did its job. Wait, it would have been better had it opened around $20-22 million. Perhaps the crowd could not break out of the intended demographic, which would make for a major hit.

Going after the intended demographic is good, but to break out and become "Frozen" or "Toy Story," it has to appeal to all ages. Something has to click on another level.

"Sex Tape" was weak and proved that a social media-based film has yet to really break out yet. A couple's sex tape is in the Cloud but that social media savvy audience out there didn't care. This film isn't "You've Got Mail." It isn't even two other films starring Cameron Diaz with "The Other Woman" and "Bad Teacher." The film also leaned toward the female audience, so they didn't spread the word, either.

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