Shrek Fail

How could Shrek Forever After debut with an actual take of $70.8 million over the weekend, and still be considered a flop? An analysis of its performance can be found at Box Office Guru. According to that site, if the latest Shrek continues at its current trajectory, it may end up grossing less than How to Train Your Dragon.

UPDATE: DreamWorks’ head of worldwide marketing, Anne Globe, said the film’s North American debut “was on the low end for a Shrek film. But we’re very optimistic that it’s on its way to becoming a worldwide hit.” According to the LA Times, the more expensive ticket prices of 3-D and IMAX mask the real story: the audience for Shrek Forever After was less than half of its predecessor.

UPDATE #2: Following Shrek’s weaker-than-expected opening, DreamWorks stock took a pounding on Monday and lost 11% of its value to close at $31.05. Since the opening of How to Train Your Dragon in March, DreamWorks stock has plunged 27.5%. Read more about the company’s recent financial performance at MarketWatch.