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Is it a hit? Is it a bomb? Nobody really seems to know.

Watchmen made $55 million at the US box office this weekend--pretty good, but not the $70 million the studios were hoping for. The film cost about $130 million to make, another $50 million to market, and a lot of companies have stakes in it that are going to make it harder to earn that money back. So the question now is: Will it stick?

"I hate to think that, after two fucking years of marketing," Nikki Finke quotes one Warner executive as saying, "we're a one-weekend movie."

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