The movie Troy took in $46 million in its opening weekend. But that about qualifies it as a flop. “Industry statistics show that box office receipts typically fall 40 per cent between a movie’s first and second weekends. That means that unless interest in Troy picks up substantially over the next few weeks, the movie — which reportedly cost $185-million to produce, before marketing costs — will be a money-loser. Which is why studios dedicate millions of dollars to promote movies months in advance to get as many people as possible into cinemas during that first weekend.”