Hasbro hopes it can count on people like Juan Reynoso to make that profit a reality.

Wearing a "First National Bank of Dad" T-shirt, Reynoso ran into a Target store recently on an "emergency diaper run" only to get stuck in the toy aisle.

Reynoso's 4-year-old, Matthew, scored Chick Hicks, the only missing piece in his collection of dozens of car toys from last summer's hit, "Cars."

Reynoso said his younger boy was crazy about "Cars." He owns the DVD and has seen the movie over and over. An unemployed truck driver, Reynoso ended up buying his 7-year-old son, Gabriel, a "Spider-Man 3" Venom action figure for $15.

His older boy has seen "Spider-Man 3" and Reynoso said he was looking forward to taking Gabriel to "Transformers" after seeing the promotional trailer on the Internet.

Before leaving Target, Reynoso had promised Gabriel the Spider-Man Versus Venom figure — also $15. "We'll come back later for that," he said as he walked down the aisle with his cart full.

Don't despair, true believers, for there is a happy, Hollywood ending for this story: After a disapproving shake of the head from a Target employee wearing a Spider-Man 3 vest, the loving father not only picked up that second action figure, but realized that he had mistakenly chosen a pack of diapers with no movie co-branding. He quickly returned to the baby section to fill his shopping cart with product from Huggies' Baby Spidey line, a choice that would ensure that his youngest child wouldn't miss out on the promotional fun the rest of his family would soon enjoy.

• 'Spider-Man,' 'Transformers' and 'Pirates' toys battle for boys' attention [LAT]

1. Pirates of the Caribbean: At World's End—$43.188 million
After successfully wresting the record for "#1 Worldwide Opening of All Time" from Sony's Spider-Man 3 over the seemingly endless Memorial Day frame, Disney's Pirates 3 laid another smackdown on their rival, crushing Team Spidey's second-weekend drop-off of 50% with a 62% plummet of their own. Tomorrow, the studio will proudly commemorate this achievement in the pages of Variety, trumpeting Pirates as "The Summer's #1 Pump-and-Dump Blockbuster, At Least Until Transformers Arrives!"

2. Judd Apatow Presents Knocked-Up—$29.284 million
Comedy's Reluctant Mayor will announce later today his next hilariously filthy—yet ultimately touching—exploration of the ups and downs of family life, That Fight We Had About Who Was Going To Take The Girls To Their Fucking Ballet Class Because I Had A Really Important Notes Call With Universal, which is expected to reach theaters by the end of next summer.

Also: Knocked-Up was great, even after we feared we'd seen the entire movie in YouTube clips over the past four months.

3. Shrek the Third—$26.704 million
Good news: DreamWorks Animation ogre wrangler Jeffrey Katzenberg has indicated that there will be "only between seven and fifteen more" Shrek films, depending on how badly their non-Shrek offerings fare over the course of the next two years.

4. Mr. Brooks—$10,017,067
Having recently matched Ashton Kutcher and Dane Cook chop-for-chop, veteran Kevin Costner is seeking a new acting challenge, exploring the possibility of signing up for a buddy film with the underrated Wilmer Valderrama.

5. Spider-Man 3—$7.5 million
To answer Pirates 3's dubious claim to the biggest early-summer second weekend drop-off by the third installment of a blockbuster franchise, a Sony distribution executive will officially accuse Disney of underreporting its box office receipts in an attempt to prove that American moviegoers lost interest in their film more quickly than they did in Spider-Man 3.

• WEEKEND BOX OFFICE June 1-3, 2007 [Box Office Mojo]

[Image: Digital Variety]

• 'Pirates' treasure grows overseas [Variety]
• Box Office Catfight By Hollywood Studios [DHD]

· Sure, it's an old clip from a tired meme, but with today's He-Man remake news, no harm in reliving the magic. [via commenter I'm Waitin' for Dolemite]
· Old friend Bachem Macuno returns with The Bush Twins Save the World.
· Renegade gator brought to justice, sentenced to life term at Griffith Park Zoo.
· Pirates 3 is already breaking box office records.

Still reeling from a flurry of bad press on its PlayStation 3 gaming console, Sony isn't eager to claim this honor. A studio spokesman angrily rejects the $350 million estimate as a "complete fabrication," insisting that production costs didn't exceed $270 million. One of the film's producers, Laura Ziskin, also disputes the higher total, albeit in a less forceful manner. "I refuse to say the [real] number because it makes me choke," she tells Radar. Spider-Man 3 was a super-expensive movie—the most expensive film we've ever made. But there's no way you can get to $300 million."

Reports of Sony's record-breaking gamble have created a stir among entertainment insiders, seeming to evoke some combination of schadenfreude and envy. "Those are crazy numbers," remarks one leading industry figure.

Unfortunately, Ziskin was prevented from disclosing the actual number and enjoying a heady moment of publicly owning the coveted title of Producer Of The Most! Expensive! Movie! Ever! Made! (upon hearing the news, Jerry Bruckheimer will undoubtedly command his Pirates 3 crew to fire $100 million out of a cannon and into the churning sea, putting the competition safely out of reach), when studio head Amy Pascal sensed a disturbance in the Moviemaking Force, and with a pantomimed pinching of her profligate minion's throat, constricted Ziskin's trachea from afar, releasing the breath-stealing clench only when she was satisfied Sony's budgetary shame would go undisclosed to the meddling reporter.

• The Most Expensive Movie Ever Made [Radar]