Expendables a hit, Julia Roberts comeback fails

The Expendables smashed its way to number one with a $35 million dollar weekend at the American Box Office.

Sylvester Stallone, who turned 64 in July, directed and starred in the movie with the biggest cast of action heroes ever assembled in one film including Arnold Schwarzenegger and Bruce Willis in cameo roles. There is already talk of a sequel as the film has managed to ward off its nearest competitor Eat Pray Love starring Julia Roberts, by over $10 million and recouped nearly half of its $80 million budget.

What was also surprising was according to LionsGate Tim Palen (Co-President for theatrical marketing) women made up 39% of box office takings and the overall marketing budget was far lower than a regular Hollywood blockbuster, however the studio will be relying on Stallone s creativity to promote the movie.

The Hollywood Reporter awarded Sylvester Stallone with the Key Art Visionary Award earlier this year for his ability to market films, a part of the filmmaking process often kept out of the spotlight. To read the full Q and Q with Stallone click here.