This was a Memorial Day Hollywood would love to forget.

Typically the fourth weekend of May is one of the biggest of the year at the box office. This year, the industry’s estimated take between Friday and Monday in the U.S. and Canada was $190 million, according to Rentrak. That is the lowest since 2001—particularly bad when considering that average ticket prices have risen 44% over that time, according to the National Association of Theatre Owners.

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