Fantasy comedy sequel Practical Magic 2 has reached $76 million at the box office after its second weekend, dropping to second place in the US charts following modest opening earnings.
Industry analysts suggest that the film will no longer be able to break even by the end of its theatrical run. Low demand from filmgoers and strong competition from other pictures have weighed heavily on ticket sales.
The project was made on a production budget of $75 million. Because of marketing costs and the share of ticket sales kept by movie theater chains, analysts estimate that the film needs to collect around $200 million worldwide to break even.
Box office break even target
The sequel appears unlikely to reach the necessary financial mark before its theatrical run concludes. Studios typically split box office gross earnings with theater owners, which means high-budget feature films require earnings significantly higher than their initial production budgets to achieve overall profitability.
Practical Magic 2 tells a new story centered on the lives of two witches raised by their eccentric aunts in a small town. Throughout their lives, the main characters must contend with community prejudice and a persistent curse that prevents them from finding true love.
In this new installment of their story, the two sisters are forced to face a dark curse once again. The magical threat endangers their bond and threatens to destroy their family once and for all.
Return of original cast members
Leading actresses Sandra Bullock and Nicole Kidman returned to their main roles after 28 years. The duo originally starred as the witch sisters in the 1998 fantasy romantic comedy, which built a lasting audience following over the decades.
Bullock is widely recognized for her performance in the drama film The Blind Side, while Kidman gained widespread acclaim for her starring role in Dogville.
With audience interest remaining muted and rival movies competing for screens, analysts suggest the sequel will not reach the earnings required to break even.
