J.J. Abrams on STAR WARS 7 – Big 6 Morning Report

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• J.J. Abrams told Produced By conference attendees that Star Wars 7 filming will start in early 2014 in London.  As for his approach, Abrams had this to say: “It is so massive and so important to people … I think the key to moving forward on something like this is honoring but not revering what came before.” (THR)
• The Purge starring Ethan Hawke was the surprise winner at the weekend box office, taking in $36 million while the Vince Vaughn/Owen Wilson comedy The Internship flopped, coming in at No. 4 and only taking in $18 million. (Box Office Mojo)
• At the specialty box office, Joss Whedon’s Much Ado About Nothing broke the house record at the Film Society at Lincoln Center, where it opened on Friday. I’m sure his Evening with Joss Whedon talk there last week didn’t hurt things. The film expands throughout the month. (The Wrap)
• Indiewire writer Erich Kohn finally asks the question many of use have been asking since Cars 2… Has Pixar lost its street cred? (Indiewire)
• With nearly 100 brand partners, Zack Snyder’s Man of Steel has already recouped three quarters of its production budget, racking in $170 million even before the film opens. (Telegraph)
• Warner Bros. has purchased a pitch from Jason Hall (American Sniper) that has Leonardo DiCaprio lined up to play the mad monk Rasputin in an upcoming biopic. (Deadline)