I know they still put a lot in the box office..especially opening weekend. Never mind if there are a lot of releases that week, which does happen sometimes, or a few other movies still doing good. If a movie doesn't make scads of money the first weekend, it is a flop now. Most movies are only number 1 for a week now. I can remember when some movies took a little longer to find an audience, and then went on to be huge hits. That doesn't happen as often now because theaters are so quick to pull movies.