It was reported today that Paramount's Justin Bieber: Never Say Never retained more heat than expected in its second weekend, and will jump the $50 million mark by the end of the long President's Day holiday.
Directed by Jon M. Chu, Never Say Never grossed an estimated $13.6 million from 3,118 theaters between Friday and Sunday, bringing the film's cume to $48.5 million in its first 10 days, according to Rentrak.
The hybrid biopic-concert film fell only 54% -- compared to a 70% decline for Hannah Montana/Miley Cyrus: Best of Both Worlds Concert Tour in its second weekend. And on Saturday, the Bieber picture was down only 48% from a week earlier.
On Monday -- a holiday -- Never Say Never is expected to gross north of $3 million, upping its total weekend gross to nearly $17 million for a domestic cume of around $51 million.
Hannah Montana grossed $10.3 million in its second weekend, a non-holiday. That film's final domestic cume was $65.3 million.
Justin Bieber 'Never Say Never should easily hit $60 million, and has a strong shot at $65 million.
Bieber Fever helps to brand Paramount's Insurge Pictures, a division designed to turn out low-budget films that have a strong social media component (it's already stuff of legend how Bieber was discovered through his YouTube videos). Never Say Never cost $13 million to produce, including the 3D component.
Paramount still hasn't said whether it will release an updated version of Never Say Never in theaters next weekend, a maverick move designed to encourage repeat business.