BOX-OFFICE SMACKDOWN: 6 FILMS TO SLUG IT OUT.

Byline: GREG HERNANDEZ

Staff Writer

In a severe case of multiplex madness, six new movies are entering wide release today -- twice the number of films that bow on a typical weekend.

The major studios are hoping this fresh batch of movies will combine to extend Hollywood's current box office roll and not cannibalize each other.

Looking to dislodge blockbuster "300" from the top spot after two weeks are the horror sequel "The Hills Have Eyes 2"; the Mark Wahlberg action-thriller "Shooter"; the fantasy "The Last Mimzy"; the Adam Sandler drama "Reign Over Me"; the sports flick "Pride"; and the CG-animated "TMNT (Teenage Mutant Ninja Turtles)."

"You are more likely to find this kind of glut around Christmastime," said Brandon Gray, president of Box Office Mojo. "I think it's a bunch of movies trying to get into the marketplace to capitalize on various spring breaks, when kids are out of school, and the Easter holiday."

After a six-week slump, year-to-date box office began to rebound over the Presidents Day weekend and has surged to $1.777 billion -- 5.31 percent higher than a year ago -- according to box-office tracker Media By Numbers LLC.

The week's release calendar would have been slightly less crowded had Paramount Pictures not pushed "Shooter" back a week from its original March 16 date to avoid directly facing off with Warner Bros.' "300," which is closing in on the $140 million mark domestically after less than two weeks in theaters.

"It is too crowded, but within the genres you are looking at, we're happy to be two weeks behind '300' with an R-rated movie rather than where we were, which was a week behind," said Don Harris, Paramount's executive vice president of distribution. "It'll be interesting to see how each of these movies fare within their own demographic."

Warner Bros. distribution head Dan Fellman said Thursday that "300" still has "plenty of steam left" as it enters its third weekend, but he is also bullish on his studio's "TMNT," which is being released into 3,110 theaters -- more than any other movie.

"The picture looks sharp and crisp and is well-done," Fellman said of the latest movie in the "TMNT" franchise. "Our previews have been outstanding and we are looking forward to a nice weekend. The marketplace is always crowded these days and we are focused on a targeted audience of 'Turtle' fans and I think they'll come out to see the film."

Battling "TMNT" for the family audience will be "Mimzy," which New Line Cinema has high hopes for as it bows in 3,000 locations.

"The crowded marketplace will have an impact on everybody," admitted New Line's David Tuckerman. "But we really do have a wonderful movie, the marketing has been terrific and sneak (previews) were really well-attended. We are also starting to pick up strong reviews."

Sony Pictures Entertainment is still basking in the glow of its $100 million-plus grosser "Ghost Rider" and a solid opening for its Sandra Bullock suspense-thriller "Premonition." The studio will give moviegoers yet another choice with the release of "Reign Over Me," a drama starring Sandler and Don Cheadle.

"It's certainly crowded with a lot of pictures, no doubt," said Sony's distribution head, Rory Bruer. "We've had this date for a long time. Our picture, I think, has a different kind of audience than some of these other pictures."

"Reign" is bowing in 1,600 locations instead of the usual 3,000 or more for a Sandler comedy.

"We're not going extremely wide," Bruer said. "We feel like this is a movie that people are going to love, but it's something that needs a little bit of special handling and doesn't need to go into 2,500 theaters right off the bat."

Also opening in about the same number of theaters (1,518) is the Lionsgate sports drama "Pride," starring Terrence Howard and Bernie Mac.

Fox Atomic, a 20th Century Fox film label, is releasing its horror film "The Hills Have Eyes 2" into 2,500 theaters with the hopes of drawing the young male crowd in droves. The first "Hills" had a $15.8 million opening a year ago.

"None of these pictures looks like blockbusters, but some of them can succeed," Gray said of the new releases. "But if a movie isn't compelling on its own, it probably won't do well even if the marketplace is on a roll."

greg.hernandez(at)dailynews.com

[phone]

CAPTION(S):

photo

Photo:

(color) Don Cheadle and Adam Sandler star in Columbia Pictures' "Reign Over Me."

Tracy Bennett/Columbia Pictures