The movie business is not generally kind to women when they pass the age of 40, and Julia Roberts (now 41) is learning that lesson the hard way. The former Pretty Woman has returned to the big screen this weekend in Tony Gilroy’s Duplicity (Universal), and one prominent blogger wrote this headline:

Duplicity soft: Julia’s Comeback? Audiences Say Go Back

Julia Roberts and Clive Owen star in the fun, smart DUPLICITY, from writer/director Tony Gilroy

Roberts’ last starring role was in 2003’s Mona Lisa Smile ($63.8M domestic), and since then she has become a full-time Mom. Overall, she has 8 movies on her resume that have reached $100M in the US with her as a lead (I’m not including the Ocean’s Eleven franchise). Her most successful string of movies started in 1997 with My Best Friend’s Wedding ($127.1M cume) and ended with her Oscar winning performance in Erin Brockovich ($125.6M cume). During that span, she starred in 6 movies, generating an average of $115M in domestic box office.

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Hollywood execs seem to be waking up to the power of women at America’s multiplexes. The success of He’s Just Not That Into You (Warner Bros) and this weekend’s Confessions of a Shopaholic (Disney) can be traced to Meryl Streep’s witty riff on the tyrannical Anna Wintour in The Devil Wears Prada in the summer of 2006. Prada opened to a $27.5M weekend on its way to a $124.75M domestic cume (Streep also earned an Oscar nomination).

Then in July of 2007, New Line grabbed an almost identical $27.47M with the opening weekend of the female-skewing Hairspray, translating to $118.87M domestic. Also Enchanted, starring Amy Adams, was a hit for Disney over the holidays reaching $127.8M domestic.

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The Drew Barrymore-produced romantic comedy He’s Just Not That Into You has made the jump from catch-phrase to self-help book to movie hit. With an all-star cast this classic ‘chick flick” appears to be winning the weekend after posting a spectacular $10.5M in opening day ticket sales. That should mean a 3-day start of $27.4M or so, easily out-pacing holdover Taken (Fox) and three other new wide releases. With this kind of opening, Not That Into You could reach almost $60M by the end of next weekend (a 4-day Presidents/Valentine’s combo), which would forecast a potential $90M in US ticket sales.

The new movie developed by New Line and now released by Warner Bros is based on the book of the same name co-written by former Sex & the City scribes Greg Behrendt and Liz Tucillo. The line itself has come to be a reassuring fallback for women in the dating scene (and I’m guessing single guys have adopted the mentality as well in the rough-and-tumble world of dating).

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