Aside from being the first starring vehicle for Zoe Saldana, little distinguishes Colombiana, which looks like just another slick action-revenge picture for the late summer. Even wtih established action names, these movies rarely spark much interest.
Paul Rudd also gets his first sole-name-above-the-title star vehicle with Our Idiot Brother, though the movie sports a recognizable supporting cast. Rudd usually is the straight man, but, here, he's stretching as the comedic centerpiece. The movie's premise, though, appears one note, lacking the drive to go anywhere theatrically.
In Box Office Mojo's "when will you see it?" reader polling, Don't Be Afraid of the Dark's packing 13.7 percent for opening weekend, which was on the high end for its sub-genre (Insidious had 8.3 percent) and greater than Quarantine and The Last Exorcism (from the same weekend last year) among comparble titles. Guillermo del Toro's brand name, though, may have stacked the deck.
Bar for Success Modest movies mean low expectations, but Don't Be Afraid of the Dark still needs to open well in to the teen millions just to be respectable by supernatural horror standards. Colombiana would need over $10 million to be respectable for a late August action movie, while the bar is lowest for Our Idiot Brother, but it still will be dissed if it doesn't hit the high single digits.