'The Help' helps itself to $5 million bow

Depending on early forecasts, DreamWorks' "The Assistance,Inch distribbed by Disney, is on the right track to gross $5 million today from 2,511 Stateside locations. The film's midweek start is not an underlying cause for celebration, nor could it be reason behind concern. To begin with, "The AssistanceInch were built with a modest budget of $25 million. Plus, midweek launches rarely set the frame ablaze, particularly with heavily-specific photos that skew toward adult audiences (over-25 moviegoers usually hold back until the weekend to go to the plexes). However the film's forecasted $5 million start is under what comparable title "Sisterhood from the Traveling Pants 2" gained throughout its Wednesday launch ($5.7 million). That pic eventually made $19.six million in 5 days -- consistent with what Disney is expecting for "Help," but less than other B.O. forecasts. "The AssistanceInch looks to jump start a stable word-of-mouth campaign with the weekend, depending on positive buzz. Pic will prove to add roughly 30 locations in more compact U.S. marketplaces on Friday. Contact Andrew Stewart at andrew.stewart@variety.com