'Surrogates' looks to lead box office

Bruce Willis, Disney up against 'Fame,' 'Pandorum'

By DAVE MCNARY

'Surrogates'

Disney is aiming to hunt down the top spot this weekend with the opening of Bruce Willis starrer "Surrogates" at 2,951 playdates. Pic faces MGM's reboot of "Fame" at 3,096 and Overture's outer-space horror pic "Pandorum" at 2,506, along with Sony's second sesh of "Cloudy with a Chance of Meatballs."

Michael Moore's "Capitalism: A Love Story" has already generated heat with $36,416 from four sites in Los Angeles and New York on Wednesday. Overture will take the financial bailout docu wide next weekend.

"Surrogates," set in a future where humans interact via androids, should satisfy sci-fi fans and may be able to expand into other demos thanks to the star power of Willis, who portrays an FBI agent investigating a series of murders. It's his first major role since 2007's "Live Free or Die Hard," which grossed $383 million worldwide.

Disney's marketing push for "Surrogates," directed by Jonathan Mostow, highlights the fast-paced action and futuristic aspects of the $80 million project, which carries a PG-13 rating and a relatively brisk 88-minute running time.

With Willis worldwide profile, Disney's also opted to go day and date with "Surrogates" in 11 foreign markets, including Australia, Russia, Spain and the U.K.

Rivals believe "Surrogates" should finish in the low to mid 20s, with "Meatballs" providing the most competition. The 3D toon had taken in $34.2 million in its first six days as of Wednesday and looks likely to decline about 40% for a second frame in the high teens.

The "Meatballs" opening was the third best September launch ever, just ahead of "Eagle Eye," which debuted on the same weekend last year with $29.2 million.

"Fame," MGM's first title this year, is an update of the 1980 musical drama centered on aspiring hoofers, actors and musicians. Thesps in the student roles are unknowns, with Megan Mullally, Debbie Allen, Kelsey Grammer and Charles Dutton in supporting roles.

"Fame" carries a PG rating and an $18 million budget, with support most likely to come from young females and fans of the original. Tracking shows a weekend take in the low to mid-teens.

Prospects are murky for the R-rated "Pandorum," starring Dennis Quaid and Ben Foster as astronauts on a deserted spacecraft, since its target audience will probably be more likely to attend "Surrogates." "Pandorum" carries a $40 million budget; Overture's exposure is said to be under $10 million.

With recent tepid performances by horror entries such as "Sorority Row" and "Jennifer's Body," "Pandorum" isn't expected to reach double digits.

Warners' second frame of "The Informant" may show some holdover strength during the frame; pic took in $13.5 million through Wednesday. And Fox Searchlight is sneaking for Drew Barrymore's "Whip It" Saturday at more than 500 sites before going wide next weekend.

Paramount is using a novel tactic to release "Paranormal Activity," which was budgeted at a miniscule $11,000. In addition to this weekend's release in 12 markets -- all college towns such as Austin, Texas; Madison, Wis.; Durham, N.C.; and Columbus, Ohio -- the distrib is asking fans to go to the film's website to demand additional playdates in their towns. DreamWorks bought the film, the tale of a demonic invasion in a couple's home, after it was screened last year at Slamdance.

Another entry aimed at the college market, Freestyle's rowdy comedy "I Hope They Serve Beer in Hell," based on Tucker Max's book of the same name, opens at 115 locations.

On the arthouse front, Apparition expands Jane Campion's "Bright Star" from 19 to 130 after a solid launch. Openings also include Sony Pictures Classics' French biopic "Coco Before Chanel" in Los Angeles and New York; Miramax's Clive Owen drama "The Boys are Back" on six; and Variance's "Blind Date," with Stanley Tucci, at one site in New York.

On the foreign front, "Surrogates" should dominate. Other launches include "District 9" in Argentina and Italy; "G-Force" in Italy, Greece and New Zealand; "The Proposal" in France; "The Taking of Pelham 1 2 3" in Germany and Mexico; and "Up" in Norway.