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Max Braden: I'm convinced that the calendar and production have a symbiotic relationship in a movie like this. It *looks* like a height-of-the-summer (June or July) tentpole action movie, but there's little to support it under the surface: no Schwarzenegger or Cruise or Smith. August to me for a long time has been the month for the summer remains: typically raunchy comedies and horror movies, and below-the-fold sci-fi and action. So if you're going to target your sci-fi movie for August, you want to lowball your budget as a hedge. If you want to make a tentpole actioner, you have to go all in and deliver it in early summer. The result here is a mix of both, with a big budget but not-surprising weak opening.

When did Rodrick stop ruling?

Kim Hollis: Diary of a Wimpy Kid: Dog Days opened to $14.6 million, the worst debut weekend of the three films in the franchise thus far. What do you think of this result?

Edwin Davies: This is eerily similar to the pattern that the Chipmunk films followed, albeit on a somewhat smaller scale, and the drop-off can be attributed to the same key factor that hurt those: a decent chunk of the audience has outgrown the films. How much remains to be seen since opening in summer means that opening weekends will be deflated and weekdays might be stronger. Even so, films aimed at a fairly young audience have a very limited life-span before that audience moves on, and I think we are starting to see that with Diary of a Wimpy Kid.

Tim Briody: Dog Days didn't match the opening of the previous Wimpy Kid films partially because of the release date (there's way more time for parents to take kids to a movie in the summer than there is at other times) and partially because the audience for the books getting is older. I haven't read any of the series, and I hear that it's decent, but it's not something that's caught on like wildfire with each new passing group of middle schoolers. Plus, the cast is growing up too, which could potentially make things awkward for future films, if any are planned. Next thing you know, the actor playing Greg Heffley (the titular Wimpy Kid) will be starring in Magic Mike 2.

Jason Barney: I'm not surprised there was little interest this weekend. I am not sure any of the other movies were that big, and frankly it is a franchise I am aware of but have no desire to explore. I know it is based on a book series, but I doubt the film efforts will have much support going forward.

Felix Quinonez: I was very surprised to see such a big drop. I figured there would be some franchise fatigue but I didn't think it would be that much. But considering the budget, I'm sure they'll see some profit but I doubt it will be enough to keep the series going.

Matthew Huntley: I too am surprised Dog Days opened so low, especially considering the second one opened slightly bigger than the original, which meant the series was gaining an audience from picture to picture. I might attribute its numbers to the target audience getting older, but given that the children/family demographic has been under-served since Brave opened more than a month ago, I'm not completely convinced that's the case, because there's always more little kids out there, and it's not like they needed to see the first two movies to know what's going on in the third one. One other factor to consider is that kids and parents are already in "back-to-school" mode (shudder), and going to the movies isn't their biggest priority right now. Still, the film only cost $22 million to make, and I'd say it's bound to gross at least double that by the time its run is over, so Fox should be pleased. Any profit for a film studio is still a profit.

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