Early tracking on Friday estimates that The Lorax will haul in $16 million through its first 24 hours of release. Matinee showings should attract more business on Saturday and Sunday resulting in an opening weekend somewhere north of $50 million. Not too shabby for a film centered around a little orange furry guy who first appeared on the printed page over 40 years ago.
To date in 2012, the biggest opening weekend was achieved a couple weeks ago by the Valentine's Day-timed weeper The Vow starring Channing Tatum and Rachel McAdams. The Vow has gone on to earn over $106 million and counting.
The Lorax, based on the 1971 book and starring the voice talent of Danny DeVito, Zac Efron and Taylor Swift, should become the biggest opener of 2012 thus far. Its time perched at the top will be short-lived as Lionsgate's The Hunger Games will easily top $60 million when it opens later this month.
We'll be back on Saturday with the actual Friday box office tallies for The Lorax as well as fellow newcomer Project X and last weekend's champ Act of Valor