'The Help' helps itself to $5 million bow

Based on early projections, DreamWorks' "The Help," distribbed by Disney, is on track to gross $5 million today from 2,511 Stateside locations. The film's midweek start isn't a cause for celebration, nor is it reason for concern. For starters, "The Help" had a modest budget of $25 million. Plus, midweek launches rarely set the frame ablaze, especially with heavily-targeted pics that skew toward adult audiences (over-25 moviegoers usually wait until the weekend to visit the plexes). But the film's projected $5 million start is less than what comparable title "Sisterhood of the Traveling Pants 2" earned during its Wednesday launch ($5.7 million). That pic eventually grossed $19.6 million in five days -- in line with what Disney is expecting for "Help," but lower than most other B.O. projections. "The Help" looks to kick start a steady word-of-mouth campaign through the weekend, based on positive buzz. Pic will add roughly 30 locations in smaller U.S. markets on Friday. Contact Andrew Stewart at andrew.stewart@variety.com