One of the unwritten rules of summer is that no movie opens in August when it could have opened in May, June or July. In other words, action pictures, franchises, comic book films, animated movies, sci-fi, big comedies — if the studio has faith in them they’re opened when they have a chance to make serious summer money.
The exceptions — “ParaNorman,” “Signs”, a Bourne movie or two — prove the rule. Maybe “Elysium,” “Planes” and “Kick-Ass 2” will join that list.
But “We’re the Millers”? The studio knew it had an inferior product that would have been lost in June or July.
“Percy Jackson and the Sea of Monsters” is more affirmation that Percy won’t replace Potter, no matter how the similarities between the two pile up.
August, a dog days dumping ground for movies that couldn’t compete earlier in summer.