After its surprise debut, with earnings of over $70,2 million in its first weekend, The Lorax maintains the number one spot at the box office taking in $38,8 million on its second weekend. Even thought its second weekend brought a decrease in earnings, it is up to now this years top-grossing film with a total of over $125,1 million (as of Mar 12, 2012).
Joshua Weinstein (Reuters) says that Universal managed this performance because of right timing (with a current lack of family movies), excellent marketing (with over 70 promotional partners) and the spring-like orange-and-yellow theme introduced at a time when people are sick and tired of winter.
The Lorax is a modern adaptation of Dr. Seuss’ Lorax:
“The animated adventure follows the journey of a 12-year-old as he searches for a real Truffula Tree, the one thing that will enable him to win the affection of the girl of his dreams. To get it he must find the story of the Lorax, the acerbic yet charming character who fights to protect this world.” (theloraxmovie.com)
If you haven’t seen it yet, we recommend you check it out: