Naturally Marvel boss David Maisel will be doing victory laps for rest of the season, but after the jump, join us in parsing a bizarre contrarian argument gaining traction against the studio's acknowledged re-do of Ang Lee's brooding 2003 Hulk. Hint: It's bullshit.

You can start to see it in the raw numbers put out today at Box Office Mojo, where a comparison of Hulk '03 and Hulk '08 indicates the latter film underperformed its predecessor by $7 million after five days in release. The inference — intentional or not — is that after all that Marvel did to disown the first Hulk, the second couldn't even keep up. Such hubris, right? Such a letdown! At least that's the read laid forth in a more explicit crack analysis at The Playlist:

Ed Norton's The Incredible Hulk (notice no director mentioned here), was [an] enjoyable action-packed flick, that has been a smashing success, toppling the box-office this weekend and erasing the memory of Marvel's original embarrassment, right?

Not quite. The Incredible Hulk, directed by Louis Leterrier, opened this weekend with a winning $55.4 million, but it was well off the opening of Ang Lee/ Eric Bana's 2003 version of the green monster film which opened five years ago to a substantially larger $62.1 million. Marvel is calling this new version an unqualified success, but of course you're not reading this truer story everywhere (of course its the Aussie press have to make a note of pointing this out, not in the name of fairness of course, but because Bana is Australian).

You're likely to hear more of this crap as the trades latch on in the weeks ahead, but pray along with us for a moment that the big green apples and oranges are seen for what they are. To wit, Hulk '03 opened with high expectations opposite a shitty rom-com (Alex and Emma) and the self-immolating From Justin to Kelly; the summer releases that preceded it — X-Men 2, The Matrix Reloaded, Bruce Almighty — had far less legs than Hulk '08's competition from its own studio, let alone Indiana Jones 4 and Kung-Fu Panda. Mix in The Happening, which pulled away at least $5 or $6 million, and you've got a reasonably well-performing franchise opener.

It's really pretty simple, and we wouldn't recommend relating its trajectory to that of Lee's film in polite, sentient company. Was it an "unqualified success" or the blockbuster that Marvel wanted? Of course not. But in the clogged-up context of Summer '08, it's a good showing for a decent film nobody should be ashamed of — stroppy star and, ahem, "Aussie press" be damned.

• 'Hulk' vs. 'Hulk' [Box Office Mojo]

• A Bigger, Badder 'Hulk' Tops The Box-Office? Not So Fast... [The Playlist]

WHAT'S NEW: Edward Norton still may not be doing much to promote The Incredible Hulk, but once all the behind-the-scenes drama died down and we actually got a chance to see the film, we realized, "Hey — this isn't so bad." Or rather, it is what it is: A loud blockbuster for 14-year-old boys, with top-to-bottom miscasting (with the exception of a pathologically brutal Tim Roth) exacerbated by action auteur Louis Leterrier's hamfisted touch. But! It is kind of spectacularly dumb, arresting summer viewing — we've heard it described as King Kong meets The Bourne Identity, which is just about perfect — and predictions of a $55-$60 million opening might even be understating things. It certainly won't get much competition from the paucity of what's around it this week, particularly...

THE BIG LOSER: The Happening has miserable word-of-mouth and an R-rating working against it, and while we can't add much beyond our previous dispatches and what our own Reviewer X mentioned here on Monday, we can say that we'll be pretty shocked if Manoj's Folly cracks $20 million by Sunday night. And that's probably a number Fox would be happy with, even if it means third or even fourth place overall behind Hulk, Kung Fu Panda and possibly Zohan. But this isn't Speed Racer — if this does hit $20 mil, expect a backlash to the backlash by the time we reconvene next week.

THE UNDERDOG: We alluded yesterday to the unhinged creepiness of Quid Pro Quo, a mystery/romance/mindfuck featuring Nick Stahl as a paraplegic radio journalist who, er... stumbles? Rolls? OK, happens upon a subculture of "wanna-be" disability fetishists. Among them: Vera Farmiga, who takes an immediate (and suspicious) liking to Stahl's baffled chair jockey even as their physical trajectories cross radically — hers en route to the paralysis she craves, his en route to walking again. The actors' heavy lifting saves writer-director Carlos Brooks's pretentious ass on more than one occasion, but conceptually, anyway, Quid wields the kind of strength and endurance M. Night Shyamalan only experiences these days from his hair product.

FOR SHUT-INS: This week's new DVD releases include the terminal-cancer buddy bomb The Bucket List; the Hayden Christensen teleportation adventure Jumper; Michael Haneke's American remake of his torture opus Funny Games; Zak Penn's terrific poker-culture satire The Grand; and finally, by popular demand, What's Happening! The Complete Series.

So are you Team Hulk or Team Happening? Can Manoj shatter expectations and bring home the hit he so desperately needs? Did we miss a diamond or some other, less-precious gem in the rough? It's Father's Day weekend — what does your old man want to see?

“Shame on ‘The Incredible Hulk’ for unnecessarily adding smoking to a sequel that would have been just as exciting and believable without it,” said Dianne Fenyk, President of the [American Medical Association (AMA) Alliance]. “Universal Studios and the other Hollywood studios should be especially embarrassed for using comic book movies, which they market to children and know youth will want to see, to promote tobacco.” [...]

The AMA Alliance is encouraging its 27,000 members to alert their local media and communities about the smoking in ”The Incredible Hulk,” as well as to continue pressuring the MPAA, Universal Studios and its other studio members to remove smoking once-and-for-all from youth-rated films.

Universal counters that they've made all the necessary MPAA-requested adjustments to their marketing materials; further, once the context for the film's tobacco-use is fully grasped, impressionable youths all over America will be turning "green with rage" at having to inhale second-hand smoke, and wind up "smaaaashing out" butts, just like their gargantuan hero. We're not entirely convinced, however, as the above tie-in with smooth, refreshing Kool-brand menthol cigarettes suggests to us that this is one superhero franchise that may be on the Big Tobacco take.

• americanlegacy.org
• incrediblehulk.marvel.com

• Tony Stark Appears in New Incredible Hulk TV Spot [/Film]
• incrediblehulk.marvel.com

THE FULL TEXT OF EDWARD NORTON'S E-MAILED STATEMENT

"Like so many people I've loved the story of The Hulk since I was a kid, so it was thrilling when Marvel asked me to write and help produce an altogether new screen incarnation, as well as play Bruce Banner. I grew up reading Marvel Comics and always loved the mythic dimension and contemporary themes in the stories, and I'm proud of the script I wrote. In every phase of production, including the editing, working with Louis Leterrier has been wonderful...I've never had a better partner, and the collaboration with all the rest of the creative team has been terrific. Every good movie gets forged through collaboration, and different ideas among people who are all committed and respect the validity of each other's opinions is the heart of filmmaking.

Regrettably, our healthy process, which is and should be a private matter, was misrepresented publicly as a 'dispute,' seized on by people looking for a good story, and has been distorted to such a degree that it risks distracting from the film itself, which Marvel, Universal and I refuse to let happen. It has always been my firm conviction that films should speak for themselves and that knowing too much about how they are made diminishes the magic of watching them. All of us believe The Incredible Hulk will excite old fans and create new ones and be a huge hit...our focus has always been to deliver the Hulk that people have been waiting for and keep the worldwide love affair with the big green guy going strong.''

Again, we are terribly sorry to have latched on to any misrepresentations, especially the ones of Norton being a handful to work with. Sure, as EW's Gregory Kirschling reports, that legend of his commandeering American History X is true, and Leterrier does diplomatically acknowledge Norton and Marvel couldn't agree on a cut, and Norton did take a month to reply to EW... but whatever. As for Norton's claim that "knowing too much about how [movies] are made diminishes the magic of watching them," we totally agree. We will stop asking unanswered questions — like whether or not Norton will promote the film (is it too much to suggest this doesn't reassure us?) — or even being interested right away. For Norton's sake, we trust you'll do the same.

• 'The Incredible Hulk': Behind-the-Scenes Drama [EW]

Mr. Norton and Marvel, which has the right of final approval on the film, have sparred in recent weeks over trims, among other issues, said studio executives involved, who asked to remain anonymous as they were not authorized to speak publicly. Mr. Norton — who was hired to rewrite the script along with playing the lead — has made it clear he won't cooperate with publicity plans if he's not happy with the final product, these people said.

A spokeswoman for Mr. Norton said he had no comment. [Marvel chairman David] Maisel brushed off the friction as par for the course.

"When you get to this point in the process, there are always lots of passionate discussions," he said. "Edward is very passionate. He is as passionate about the Hulk as we are." (For those unaccustomed to Hollywood speak, "very passionate" roughly translates to a seven on the "he's a difficult person" scale.)

And for those unaccustomed to Brooks Barnes speak, "among other issues" roughly translates to "the Hulk effects look like they were done on a Commodore 64." Nagging specifics aside, we've heard all this before about Norton, and while we don't believe for a minute that he will sit out promotion for Hulk, we look forward to his carefully engineered sabotage of press conferences ("I dunno... Liv Tyler, you wanna answer that?") and television appearances ("Actually, Jay, let me tell you how poorly that clip was originally written...") leading up to the June 13 release date.

• What's Big and Green, and Desperate to Be a Hit All Over? [NYT]

boomp3.com

In addition, Norton demanded to have a hand in the preparation of his meal at the restaurant as well as seating the rest of the patrons and busing the tables. Norton also had some notes that he'd like to discuss with the chef regarding the menu and how to improve it.

[Photo Credit: X17]

• incrediblehulk.marvel.com

· Ugly Betty showrunner Silvio Horta has signed a two-year, mid-seven-figure pact with ABC Studios to continue his Betty duties, and develop other series for the studio. [Variety]
· Finicky Hulk Edward Norton and highly blogpinionated Endeavor head Ari Emanuel are shopping around a documentary about Barack Obama's presidential bid. Some studios have expressed interest, so long as it's on a "happy-ending-contingent basis...And we think you know what we mean...Wink, wink..." [Variety]
· The Tribeca Film Festival, beginning April 23, has announced this year's lineup, a much leaner program than last year's overstuffed affair. While Baby Mama will open the festival, it's Melvin Van Peeble's Confessions of an Ex-DoofusItchyFooted Mutha that has us most intrigued, if we're basing our interest on title alone. [Variety]

Insiders say Norton was "promised tremendous involvement and access" after Marvel invited him into the core team to rewrite Zak Penn's script. Says one insider, "There's a lot of posturing going on between Edward's camp and Marvel over how you edit the final version."

Sources also tell me that, starting last night and continuing at least throughout today, the actor will be holed up with Marvel Studios chairman David Maisel, Marvel Studios president of production Kevin Feige, and director Louis Leterrier to try to "reach an amicable resolution" to this $150+ million film feud.

We're confident that whatever discrepancies of vision have arisen between Norton and representatives from the Guild of Nervous Comic Book Rights Holders Hoping Their Valuable Franchise Isn't Mucked Again Up by Some Artsy-Fartsy Cinematic Visionary will soon be resolved, and that fanboys hungry for some Hulk redemption will soon be emerging from theaters, heartily agreeing that, "Well, he's no Ferrigno, but at least he was better than that Eric Bana-on-CGI-steroids crap."

• Ed Norton And Marvel In 'Hulk'-ing Feud [Deadline Hollywood Daily]

In today's episode: Vince Vaughn; Drew Barrymore and Justin Long; Edward Norton; Mandy Moore, Ryan Adams, Josh Kelley; Michael Cera and Maura Tierney; Ted Danson; Ellen Page; Robin Wright Penn, Tori Spelling, Scout Willis; Jason Schwartzman, Ron Livingston, and Elizabeth Reaser; Orlando Jones; Diahann Carroll; Wilford Brimley; Famke Janssen; Joel McHale; David Annable; Roma Maffia; Katherine Moennig; Sendhil Ramamurthy; Mystery and Alex Orbison. In England: Nicolas Cage.

· Vince Vaughn ambled past me last night (12/19) on Main St. in SM. The usual: Tall, thick, somewhat haggard. Was wearing one of those big insulated parka jackets and chatting loudly with an equally tall friend I didn't recognize. He looked thinner than he did at the Fred Claus premiere. I thought VV was an Eastside carouser, to what do we westsiders owe the honor, I wonder?

· Just thought I'd let you know that I saw Drew Barrymore and Justin Long arm in arm at the Murakami exhibit in downtown Los Angeles on Sunday, December 16th. I first spotted them giggling nervously in front of the Murakami statue depicting an anime-style character with a huge penis and a vortex of sperm shooting out of it. Like everyone else, they couldn't help themselves. I saw them around the exhibit at least 2 more times after that, looking flirty and sweet. Drew is even prettier in person...and Justin needs to shave off that silly moustache!! He's too cute for it. But it was a good sighting, and
added to the surreal environment Murakami created.

· 12/12 - mandy moore (who is beyond nice every single time i run into her), ryan adams (supposedly. didnt look like him to me but he was holding hands with her and someone said it was him), and josh kelley (who is actually way too awesome and nice to just be called mr. katherine heigl) at the ben lee show at el rey theatre.

12/14 - motherfucking edward norton rolling up to rza at the el rey. so gangsta. he was tall and skinny with a badass black leather jacket.

· Dec 12, 2007

Location: Birds. That post-collegiate, paparazzi-free bar next to the Upright Citizens Brigade Theater on Franklin Ave.

Juno male lead, Michael Cera with a group of his friends, drinking and socializing. I thought he was taller, he stands at about 5'10"... maybe a half inch more.

Maura Tierney, ER Doctor Abby Lockhart, drinking and chatting away with some nondescript guy. I thought she was taller, she stands about 5'3" maybe (on a good day) 5'4".

Both were sitting on opposite ends of the room, oblivious to the others presence. As is the protocol in this celeb-drenched neighborhood, everyone left them alone.

· Monday - 18 December - Standing outside L'Occitane at the Malibu Country Mart, looking all tall, super skinny and gangly was Ted Danson, all alone, looking a bit lost and perhaps disoriented. I imagine if I'd tapped me some Whoopi Goldberg, I'd still be disoriented, too...wtf was he thinking?

· How I miss LA. Recently moved to the east coast but had to pass through LA on the way to Lihue. Flight 69 leaving LA on 12/14 around 1:40 After unexpectedly getting bumped to first class I find myself sitting 2 rows in front of Ellen Page. She was with some tall blonde guy named Sean. They seemed nice enough and they both, though underage, surprisingly, avoided the free booze they were regularly offered throughout all 6 hours of the flight.

· 12/16 - All within a couple hours and on one block on Beverly Blvd. in Beverly Hills: Robin Wright Penn (flawless) strolled by smiling with her kids in tow. I rode in an elevator with Tori Spelling, her adorably chatty baby boy and her lively, all-male entourage. Scout Willis (middle spawn of Bruce and Demi) held a parking garage door open for me.

· A few unrelated sightings on Sunday, December 16:
While enjoying the vegan-y goodness of Real Food Daily, my special ladyfriend and I spotted Jason Schwartzman sitting at a table with several friends. This was actually the second time we've seen him there—and why not? It's a damn fine eatery and I'm not even vegan; I just like stuff that tastes good. When peeking over at Schwartzman became tiring, who should walk in but Ron Livingston and Elizabeth Reaser (who co-starred with Livingston on an episode of his show 'Standoff,' but is best known as the lady with the crushed face who, once surgically made attractive again, left her family for Dr. Karev on 'Grey's Anatomy) and an attractive brunette lady we did not recognize.

· Also, earlier in the day we happened upon Orlando Jones walking his large and slobbery-looking bulldog in a quiet residential neighborhood that shall be kept private, lest overzealous Defamer-reading Orlando Jones fanatics bother him at home.

· Wow, what a wonderful woman. Diahann Carroll (for those of us of a certain age, aka Julia) came into the City National Bank at Sunset and Doheny Road on the edge of Beverly Hills and West Hollywood. She looked as wonderful as she did a few months ago on Oprah. The woman is an icon. She waited in line and chatted with another woman who appeared to be a friend. No drama, polite, elegant and looking great. And no I am not her publicist. Just happened to be there at the same time. It made my day.

· Driving down a very congested Wilshire Blvd at the Beverly Hills Country Club on Thursday 12/13 was none other than Diabetes testing supplies salesman and co-star of Steve Guttenberg in Cocoon, Mr. Wilford Brimley. I'm always fond of C-list sightings and below but this one was made infinitely better by Wilfred rocking the cherry red Mustang Convertible. All I wanted to do was roll down the window and shout, "have you checked your diabetes!?"

· b-list boom on sunday, 12/16.. lunching in los feliz, complete with sunglasses was host of e!'s the soup, joel mchale... then, later at pizzeria mozza was the statuesque (and impossible to pronounce) famke janssen. tall drink of water....

· Dec 17 - I believe all those reports of MK Olsen "dating" with David Annable are complete BS because I just saw him "canoodling" with a different young white girl waiting on line at the Coral Tree cafe line at the Century City mall food court.

·Spotted a radiant Roma Maffia (Nip/Tuck) having brunch at Campanile with 2 other ladies. Curious, is she a lesbian in real life too?

· Dec 17 - "The L Word's" KATHERINE MOENNIG, smiling (!!) and radiant, at OK Gallery on 3rd with her equally ectomorphic girlfriend.

· 12/19 - Sendhil Ramamurthy (Dr. Suresh on Heroes) walking alone and bagless at the Grove. Blue baseball hat and blue tee.

· Sunday 12.16 Only one person at King's Road Cafe dressed for the occasion should a rave and/or the apocalypse suddenly break out and that would be Mystery from VH1's "The Pick Up Artist."

Monday 12.17 Roy Orbison spawn and Kat Von D humper Alex Orbison was buying spinning shoes (really, wtf?) at I. Martin.

Special Nic Cage UK Christmas Edition:

· My first sighting in a long time, surprised that I still care at 70 years and some, but what the heck...it'll dirve my daughters crazy. "Sunday, Dec. 16: Nicolas Cage at Waitrose, grocery store in Bath, stocking up. Shoppin cart was loaded, but looked like they were only shopping for themselves. Like they were moving in for the holidays. Cute wife and daughter. He had that same tense "ohhh shit" look on his face. Guess it isn't an act, tho shopping on a Sunday at Waitrose is a bit of job if you don't want to be noticed. Knew I recognized him, little nod. Everyone was nice and left them alone.

· Grateful that NBC is bringing back their The Apprentice for another marginally rated, but still lucrative, season, Donald Trump and producer Mark Burnett are giving the network a cut of the product-whoring fees derived from the show's many brand-promoting challenges. [THR]
· Edward Norton will play identical twins ("one an Ivy League classics professo rand the other a hedonistic pot-smoking career criminal," naturally) in Tim Blake Nelson's comedy thriller Leaves of Grass. [Variety]

In the case of "Hulk," after another writer's treatment was declined in early 2006, Marvel hired Penn, who wrote three drafts over a year. By spring 2007, Penn was about to go off to promote his movie "The Grand," but the studio and the director, Louis Leterrier ("The Transporter"), still felt that the screenplay needed work.

When Norton came in to meet about starring as Banner in April, the film had already been greenlighted and there were just three months before shooting was scheduled to begin, just after Independence Day. But Norton had well-established (if underground) writing experience and strong ideas about how to separate the film from any confusion over its connection to the 2003 Ang Lee version by casting it in a more distinct, starting-over vein like "Batman Begins" or "Casino Royale."

So Norton's initial deal included payment not just for his acting services but for his writing talents too, with his draft contractually stipulated to be turned around in less than a month. As it turned out, Norton delayed work on another screenplay job to do "Hulk," and he continues to tweak the script as principal photography hits its halfway point outside Toronto.

We trust that this explanation clears up any confusion over the Hulk credits. And with Norton's role as writer now so publicly recognized, hopefully he can avoid the eye-rolls of reporters who think he's just another egomaniacal actor bragging about how he came up with all of his own good lines when he claims that "HULK SMASH!" was just something he thought of between takes.

• Norton shows muscle on 'Hulk' (second item) [LAT]

In today's episode: Will Ferrell; Prince; Vincent Gallo; Edward Norton; Alan Arkin; Greg Germann; Kristin Kreuk and Mark Hildreth; Johnny Weir; Bryan Greenberg, Paul Johansson, Geoff Stults, Evan Jones, Stacy Keibler and Olivia Munn.

· Exiting the Sherman Oaks Galleria last night (Wednesday, 5/30) my friend and I saw a bit of a commotion by the exit. Several joyous faces were focused on one guy who was wearing a baseball hat and sporting a fro/full beard combo. I quickly realized it was Will Ferrell and stopped to watch. He was chatting up the group that gathered and as he tried to escape someone stuck out their hand for him to shake and I saw up close and personal the slightly annoyed look on Will's face as he accommodated what was probably his millionth handshake of the evening. Then we followed him down the escalator several floors where he remained unnoticed and watched as he entered the valet parking area.

· Two sightings from the same day (5-30)...

Waiting at a corner on Melrose for the light to change when a big black SUV pulls up with the window down. In the passenger seat, motherfucking Prince looking great of course. Don't know what he is using on his skin but he practically glows. Nice to see he is not too cool to sit in the front.

Hanging around Franklin at night near La Poubelle when up strolls a very hairy Vincent Gallo, also looking good but in a different way. He met up with some friends sitting on the patio.

· Spotted Edward Norton chattin' it up in Raffles L'Ermitage bar in BH, looking dapper in a black suit and blue collared shirt. (night of 05/22/07)

· 5/30 7pm - Walked into Bangkok Cafe on Pico and who's one table over but ALAN ARKIN! He was sitting with an age-appropriate woman who I assume was his wife and a few other people. He was just normal and cool and probably now my favorite celebrity sighting.

· 5-30 Greg Germann at Whole Foods in Brentwood with a baseball cap on and salt and pepper hair that was heavy on the salt. He said his show wasnt coming back but he was sweet and funny about it. Nice silver Audi.

· Dinner with dad last night at BLD (his choice—he's still hep at 83). An actress type of the luminescent golden skin and eyes like deep pools variety was at the next table, obviously breaking it off with a ginger (that's what we call redheads in the U.K.) cool dork guy. He ate (appetite clearly diminished by the events at hand). She didn't. Nothing. Not a bite. Through my detective skills I was able to discern from her credit card slip that she was one Kristin Kreuk. Through my Google skills I was able to figure out that she has major roles in Smallville (thus, soon to be ex-boyfriend's Clark Kent style specs?) and some other pathetic WBish show that I can't remember now and can't be bothered to Google again. The guy seemed to be one Mark Hildreth, with a prodigious IMDB listing that stretches back to 1985. He's in the new 'Pirates' but don't get excited as before that it was 'Barbie and the Magic of Pegasus 3-D' Anyway, Dad thought the guy was sleeping at the table, but I'm pretty sure he was just experiencing the crushing blow of reality and future life without the luscious Kristin. They stayed for a long low volume exchange after paying the bill, she discreetly wiped away tears that didn't actually seem to exist (nice touch, fuckin' actresses!). Then they left.

· Better late than never: Memorial Day Weekend (Sunday) around midnight saw not-quite-out figure skater Johnny Weir chilling with a bevy of beautiful (female) blondes at Micky's in WeHo. Did not see him tip any of the Go Go Boys.

· Thursday, 5/31 at the Bryan Greenberg show at The Mint, an incredible list of B (C?) listers: "One Tree Hill" co-star Paul Johansson (looks younger in person, might be due to the fact that he acts and dresses like a 21 year old), "October Road" co-stars Geoff Stults (looks older in person, but still incredibly attractive) and Evan Jones (did Steve Zahn and Flea have some sort of crack/love baby?), Stacy Keibler (she was tall? And, um, blond?), and "Attack of the Show" hostess Olivia Munn (looking bloated and uncomfortable, no rhythm on that girl). BG was good but too skinny.

"Edward Norton is a rare talent and one of the most versatile actors in the business," Marvel Studios production president Kevin Feige said in a statement. "His ability to transform into a particular role makes him the ideal choice to take on the character of Bruce Banner and the Hulk. Edward is perfectly suited to bring one of the most popular and important Marvel icons to the bigscreen in a new and exciting way."

While the news was initially jarring (the deafening sound of a cash register's cha-ching can be particularly distracting) , we suppose that we can see the logic in Norton's selection; like Downey, whose troubled past will no doubt inform his portrayal of the flawed Tony Stark, Norton's previous Fight Club experience, in which he played a tormented character who also suffered from periodic transformations into a better-muscled, subverbal, wantonly violent alter-ego, makes him uniquely qualified for the Hulk role.

• Norton to star in 'Hulk' [Variety]