Did you watch Chronicle or The Woman in Black this weekend? If you were planning on it, you probably got it out of the way on Friday or Saturday; according to Gitesh Pandya of BoxOfficeGuru the average movie's box office take drops up to 75 percent between Saturday and Sunday during the 2012 Super Bowl weekend.
This year's entrants were stronger than usual—both movies got positive reviews and will top $20 million, higher than The Grey managed last weekend—but when more than a third of the population of the United States is watching the New York Giants and the New England Patriots (for some reason) it's hard to get them out of the house to spend $20 on a ticket and a Pepsi as wide as the average football player's neck.
The Girl with the Dragon Tattoo, which has mostly appealed to older audiences who fancy themselves sophisticated enough to watch a thriller so long as it's written by a European guy, seems like it would make for effective counter-programming, but no such luck: It's projected to lose 72 percent of its Saturday take, which will be exactly enough to delay its entrance into the $100 million club by an afternoon. Ouch.