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Peter Sealey, an adjunct professor of marketing at Claremont Graduate University's Drucker School and a former Columbia Pictures executive, acknowledges that the show has trouble when the nominees, however noteworthy, aren't big box-office successes.
CNN: Does anyone care about the Oscars?
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While the opening of "Men In Black 3" didn't disappoint at the box office and far exceeded the haul of "Battleship" the other big-budget film to challenge "The Avengers" its showing failed to maintain the exceptional momentum sparked by the presummer opening of the superhero action film.
WSJ: 'Men in Black 3' Rakes In $70 Million Over Weekend
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At the same time, early positive buzz doesn't always translate to box-office success.
CNN: The long rollout: Studios build early buzz at Comic-Con