THIS WEEKEND'S BOX-OFFICE: 7/5/2013

Opening in time for Independence Day weekend are Illumination Entertainment's Despicable Me 2 and Disney's The Lone Ranger. Both films release on Wednesday, July 3 with previews beginning Tuesday at 7pm. I am not interested in The Lone Ranger, so it is all about Despicable Me 2 (c'mon the minions are SO cute).

Despicable Me 2

PROS:

- Minions, minions, and more minions.

- The original film posted a stellar box office run three summers ago, sprouting some of the best legs for an animated movie since the first Shrek.

- Twitter, Flixster, and Facebook activity have been consistently strong, the former edging out Monsters University this week.

- Impressive home video sales for the first film.

- The all-star cast will continue interesting adult audiences.

- The holiday opening.

CONS:

- Opening two weeks after the successful Monsters University could arguably cut down on upfront interest.

- The already very busy marketplace.

- Not all animated sequels live up to their predecessors at the box office (see Cars 2 and Kung Fu Panda 2).

The Lone Ranger

PROS:

- Johnny Depp.

- The Disney marketing muscle.

- The established brand name could cater well toward older audiences not interested in Despicable Me 2 this weekend.

- The disappointment of White House Down could mean those looking for an action flick will opt for this instead.

CONS:

- Reviews are in the cellar.

- Being adapted on a very outdated TV series likely means a lack of interest from younger audiences, despite Depp's presence.

- Depp has become somewhat criticized for taking on roles similar to his Jack Sparrow character--this one being the latest subject.

- Westerns typically do not fare well at the box office, especially in the summer (see Wild Wild West and Cowboys & Aliens).

- Families that may otherwise check out a new Depp-Disney flick will be more preoccupied with Despicable Me 2 this weekend, among other competitors.

- The film has been the target of frequent bad buzz since production began.