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Superman Returns marketing tries to "stem the gay buzz" surrounding the movie

Superman Returns too gay to break box office records?

From IMDB:

Rival studios were claiming Thursday that Warner Bros. overestimated the opening-day gross of Superman Returns by more than $2 million, according to L.A. Weekly columnist Nikki Finke. Finke also reported that Warner Bros. is rushing to "retool" its marketing campaign in an effort to "stem the gay buzz surrounding" the movie. "In any case, Superman Returns is expected to exceed $100 million by the end of the July 4th holiday.

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From National Ledger:

Superman Returns opened on Wednesday night with a $19 million take at the North American box office according to industry insider Nikki Finke. When you add in the early Tuesday night screenings you get a bit over $21 million.

That seems low for Superman Returns, and Finke concludes that number is "only OK — not great, not terrible." Did 'Superman Returns' open super enough for a blockbuster?

Of course the film does have the whole long Independence Day weekend to bring that number higher.

Could it really be the buzz that 'Superman is gay' that kept the number down?

Finke claims that box office guru analysis is that "the gay whisper campaign which crescendoed into newspapers and on the Internet hurt the movie’s viability as did its star Brandon Routh’s anonymity."

The film cost over $200 million to make and coming up next week is the daunting Pirates of the Caribbean: Dead Man's Chest.

Finke - who gets this stuff right more often than not - believes that may be the films down fall - at least at the box office.

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