karasu said:
It was not made to compete with summer blockbusters.
And yet that's what you're comparing it to. It's opening against Kicking & Screaming and Monster-In-Law. It's perfect counter-programming. This make-believe nonsense about people avoiding it because Star Wars is coming up is just bullshit. You can try and find holes in the facts all you want, but the truth is that no film opened in the immediate vicinity of TPM or AOTC did significantly worse than it would have without the presence of those films. Many films were received very well (ie. Notting Hill, Insomnia, etc) and the crap underperformed just as it would have amongst any other releases (ie. Instinct).
You mention Black Mask as some kind of horrible failure. It opened at less than 1000 screens and Jet Li is a far bigger star now than back when he was just the random Asian villain from Lethal Weapon 4 to most Americans.
There is no historical evidence that these Star Wars prequels magically deprive other quality films with decent distribution and well known actors (sorry, Jet Li is well known now, not to mention Morgan Freeman) of its appropriate box office take.
The marketing department is making an idiotic decision by showing TV spots with kung fu and hip hop because it's painting the wrong picture of the film, and they're making a huge mistake by forcing it to compete with humongous franchises.
No matter when this was released, this kind of marketing campaign would attract more viewers than one which promoted its dramatic side. The only "humongous franchise" this will be facing is Star Wars.
For a film with a modest ad campaign and a 1750 screen rollout, Unleashed is going to do just fine amongst films aimed at distinctly different audiences.