EXTRAORDINARY MEASURES

Extraordinary Measures

Budget: $31 million Financed by: CBS Films
Domestic Gross: $12,068,313 Domestic Distributor: CBS Films
Overseas Gross: $3,065,980
Directed by: Tom Vaughan
Starring:
Harrison Ford
Brendan Fraser
Produced by: Michael Shamberg

Extraordinary Measures box officeCBS formed their own film production and distribution arm and their first project was the $31 million budgeted Extraordinary Measures and Sony would distribute overseas.  The marketing campaign was unfocused and never made it clear if the film was a medical drama, a medical thriller or an inspirational family oriented film and even after plenty of free promotion and exposure on the CBS network, Extraordinary Measures tanked opening weekend with $6,012,594 — placing #8 for the weekend led by Avatar in frame 6 and new opener Legion.  The following weekend saw a 56.4% decline to $2,619,257 and the film was yanked out of theaters after week three with a $12,068,313 total at the US box office.  After theaters take their percentage of the gross, not even 1/4 of the marketing spend would be covered and none of the budget.  Sony released the film in only a few markets to a small $3 million and it went straight to video in most countries.  Extraordinary Measures opened moderately wide in the UK in 240 theaters to a dismal $200,822 with a $837 per screen average and no further numbers were reported.  Domestic home video sales were $7.4 million (less after resellers take their cut and manufacturing costs).  After a terrible start for the new division, CBS Films COO Bruce Tobey was replaced a week after the action flop Faster opened to poor numbers later in the year.  2010 was a rough year for star Brendan Fraser, who also saw his film Furry Vengeance flop three months later and his Broadway debut Elling had one of the worst runs ever and closed after 9 performances.