One child who still hasn't gotten over Marley & Me." Audiences might be reluctant "to see a movie where they know a dog dies over and over again. McNamara says Dog's Purpose has another drawback: The reincarnation theme implies there are dog deaths. "But this is fluffy escapism and many operate with the idea that if you apologize, face the allegations head on, then all is forgiven." "I know people who are not going to see this movie," says Bock. Ticket site reports that A Dog's Purpose is its top-selling movie for the upcoming weekend. But he says Dog's Purpose could be clawing back some ground and is tracking to open with $18 million, close to what was expected before the uproar. Jeff Bock, senior box-office analyst for Exhibitor Relations, says the damage was acute, given the timing just before the movie's release. The question remains whether families will see the movie.
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