The summer box office is already waving the white flag of surrender as three new flicks try to muscle up against the big guns of “The Expendables 2,” although none are expected to top the $14 million Lionsgate will likely gross on its sophomore mission. By default, that will give the studio the #1 film two weeks in a row.

In fact, the trifecta of new films is being dropped off at multiplexes like eager parents barely slowing down to plop and drop their cabin-fever crazed kids back at school after a long, sweltering summer. The studios releasing “Hit & Run,” “The Apparition,” and “Premium Rush” have hardly spent any coin marketing them, and the only payoff will likely be to the consumers who wait three months to watch them for $1.33 from Redbox.    

Of the three, “Premium Rush” should be able to ramp up some semi-decent biz with teens and college students; however a theater count of 2,255 doesn't inspire too much confidence from the studio. Still, Sony’s action/drama may wind up runner-up with upwards of $10 million. If it does surprise and take the top spot, Joseph Gordon-Levitt will probably get most of the credit, as his star is definitely still on the rise. Point to ponder—how come director David Koepp can write huge blockbusters like “Jurassic Park,” “Mission: Impossible,” and “Spider-Man,” yet somehow only gets to direct flicks like “Trigger Effect” and “Stir of Echoes?”   

Meanwhile Open Road’s R-rated comedy “Hit & Run” is already on a collision course with two words you never want associated with your film: crash & burn. Opening with a weak-sauce $625k on Wednesday assures that it's headed for $5-$6 million tops over the weekend. There is definitely a reason Bradley Cooper dons dreads and incognito glasses for this flick: hopefully no one will notice he was ever in it.  And for director/star Dax Shepard, congrats are in order, because I doubt anyone thought “Punk’d” would get him this far. Well played, indeed.  

Warner’s chill pill, “The Apparition,” is already six feet under as the studio hardly lifted a finger getting it into theatres (810 coffins hardly ever qualifies as a wide release) and marketing has been beyond scarce. $3 million seems likely. 

The only bright spot of the weekend is the expansion of the political doc, “2016: Obama’s America.” Yes, the talk of the town is already centering on Rocky Mountain's dark horse candidate as it has had the most pre-sales leading into this weekend's box office campaign. The documentary, which has been polling big numbers for six weeks in limited release, looks to filibuster the box office as it expands onto 1,090 soap boxes.

The film made $1.2 million last weekend in just 169 theaters so expect a Republican-bump somewhere between $5-$6 million, as it moves away from grassroots theaters and towards the masses of multiplexes. That would be a huge windfall for a documentary, especially one that is completely outside the studio system, and would already register as one of the highest grossing documentaries of the year. Obama-haters unite...this may be your weekend! 

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