Bad Math and Short Memories Spin Wacky 'Hulk' Hate-In

Two percent doesn't sound like much of a quantity on its face, but it's apparently more than enough room for studio execs to rejoice after recent box-office scans reveal this year's grosses are slightly up from those of Summer 2007. Observers attribute part of the bump to "better-than-expected" openings for films like Kung-Fu Panda, Sex and the City, The Happening and The Incredible Hulk, with the latter film's $55 million opening rounding out Marvel Studios' blockbuster tandem with Iron Man.

Naturally Marvel boss David Maisel will be doing victory laps for rest of the season, but after the jump, join us in parsing a bizarre contrarian argument gaining traction against the studio's acknowledged re-do of Ang Lee's brooding 2003 Hulk. Hint: It's bullshit.

The Donut Of Truth

Green skin, black lungs: That's what smoking-in-film watchdog group the American Medical Association Alliance is accusing Universal of showcasing in The Incredible Hulk, and thereby encouraging its teen audiences of picking up the deadly habit in order to emulate the cool on-screen persona of William Hurt's stogie-loving army general. From their press release:

“Shame on ‘The Incredible Hulk’ for unnecessarily adding smoking to a sequel that would have been just as exciting and believable without it,” said Dianne Fenyk, President of the [American Medical Association (AMA) Alliance]. “Universal Studios and the other Hollywood studios should be especially embarrassed for using comic book movies, which they market to children and know youth will want to see, to promote tobacco.” [...]

Presence Of Iron Man Meant To Reassure A Restless Fanboy Nation That 'Hulk' Will Get It Right

Edward Norton Enters The 'Denial' Phase Of Grieving For 'The Incredible Hulk'

'Passionate' Edward Norton Quietly Plots Revenge For Stalled Masterpiece 'Hulk'

Try as it might, Universal is facing another orgy of resistance to its big-screen efforts on behalf of the Incredible Hulk comic franchise. This time around, five years after Ang Lee's expensive, cheesy The Hulk flatlined into muscly green oblivion, The Incredible Hulk has studio flacks spinning, onlookers shrugging and temperamental star Edward Norton naturally pouting over the whole drama. Reports NY Timesman Brooks Barnes:

Mr. Norton and Marvel, which has the right of final approval on the film, have sparred in recent weeks over trims, among other issues, said studio executives involved, who asked to remain anonymous as they were not authorized to speak publicly. Mr. Norton — who was hired to rewrite the script along with playing the lead — has made it clear he won't cooperate with publicity plans if he's not happy with the final product, these people said.

Dissatisfied With The Work Of The Paparazzi, Ed Norton Demands To Take His Own Photos

'The Incredible Hulk' Trailer Offers Promise Of Giant, Green, Angry Thing

• incrediblehulk.marvel.com