Aunt Grizelda (ELMARIE WENDEL) is annoyed by the Lorax (DANNY DE Aunt Grizelda (ELMARIE WENDEL) is annoyed by the Lorax (DANNY DE

BOX OFFICE REPORT: “The Lorax” is a Hit


Illumination Entertainment’s The Lorax exceeded expectations and debuted in first place with a stunning $70.2 million last weekend. That places it in eighth place for all-time biggest openings for an animated film, and fourth-best for a non-sequel animated film. The success of the film validates the producer-driven approach to animated filmmaking taken by Illumination head Chris Meledandri, who exercises tight control over the casting, writing and creative direction of his films. It’s a page straight of Jeffrey Katzenberg’s DreamWorks playbook and, for better or worse, Meledandri is proving that it can work for producers without the initials JK.

Meanwhile, in its third weekend, Studio Ghibli’s The Secret World of Arrietty grabbed $1.5 million from 1,431 US theaters. The film landed in 14th place, but had the lowest per-theater average of any film in the top 20. Its US total now stands at $16.8 million.