Not to make too big of deal of this, as I know it has nothing to do with digital signage, but a few weeks ago I wrote about the very cool ad campaign (in my opinion) used to promote Sony picture’s District-9.

I posed the question: Will this ad campaign translate into the record breaking opening weekend Sony is hoping for?  Well, the results are in and as you can see District-9 took in top honors for its opening weekend.

Not bad, but I have to think the bigwigs at Sony were probably hoping to at least match the success of G.I. Joe, which opened the previous weekend at $54.7M.

What do you think? Was the ad campaign not effective or is the total addressable sci-fi audience just not as big as Sony thought?

Perhaps Peter Jackson should stick with hobbits?

-Matthew Olivieri