So, I am pretty sure there are a few constants, after everything is said and done:
1. It probably won't make back what was put into it. This week was largely inflated due to all the women who went to see it as some sort of fucking hit against the patriarchy. Some are probably crazy enough to go every week, but I bet there were a good amount of people who wanted to see it because of DEM FEELS, and also, like some of the dudes on this board posted, women who wanted to see it because of FEMALE EMPOWERMENT...but then got hugely shut down by the shitshow it was. You're also fucking crazy as shit if you don't think the controversy led to ticket sales. They specifically advertised it as a woman empowerment thing to draw in certain demographics. They knew they'd already screwed the pooch for those of us who remember the original (and even the sequel and cartoons) extremely fondly and have been dying for a ghostbusters 3. (And imo, we got it with the video game a few years back - that was as close as we were going to get.)
2. It will still be called a resounding success by Sony - they'll say some shit like, it wasn't a success financially, but it had women leads and we've proven women leads work! Completely ignoring actual good movies with amazing female leads in them.
@Rengak: You make a good point, but let's be honest: The majority of the controversy started because Feig and Co went bonkers about the misogyny shit. Yea, some people went nuts because it was all women, but far more were angry about the direction it was going in in general, and NORMAL fanboy criticisms were instead painted as misogynistic rants from manboys. Normal movies are going to get panned early and have criticisms against them; long entrenched franchises/major series that come with their own audience are going to blow that up to an extraordinary amount. They had to know that going in, but instead of just taking it like most everyone else has, (Star Trek, Star Wars, etc) they tried to pretend it was something insidious.
And BAM. I think Maddox said it best, that the misogyny shit is a perfect excuse for mediocrity. They knew they had lost a bunch of sales already due to how shitty it looked - a way to garner some interest/more sales was to put it out there like this was a giant leap for women and anyone who doesn't see it is a member of the He Man Woman Hater's Club.
After this fiasco, I'd like to apply for membership.