Hollywood builds tales on famous brands

LOS ANGELES - Hollywood is known for snatching up best-selling books and turning them into big-screen blockbusters: "Twilight," "Harry Potter," "The Hunger Games," "The Help" and countless others.

But the adaptations hitting theaters this week didn't need a novel's characters or built-in narrative, just a well-known brand name.

Movie times

Contact theaters to verify titles and times, which are subject to change.

AMHERST CINEMA 28 Amity St., Amherst 253-2547 amherstcinema.org

Bernie (PG-13) Daily 2:45, 5, 7:25, 9:35; Sat.-Sun., also 12:35; baby-friendly show Tues. 2:45

The Deep Blue Sea (NR) Daily 4:30, 9:05; Tues. also 9:30, no 9:05 show.

Movie Capsules

THE AVENGERS: Nick Fury of S.H.I.E.L.D. (Samuel L. Jackson) brings together a team of super humans to form The Avengers to help save the Earth from Loki (Tom Hiddleston) and his army. Also stars Robert Downey Jr., Mark Ruffalo, Scarlett Johansson, Gwyneth Paltrow. Rated PG-13.

Movie Times

Contact theaters to verify titles and times, which are subject to change.

AMHERST CINEMA 28 Amity St., Amherst 253-2547 amherstcinema.org

Bernie (PG-13) Daily 2:45, 5, 7:25, 9:35; Sat., Sun., also 12:35; baby-friendly show Tues. 2:45

The Deep Blue Sea (NR) Daily 4:30, 9:05; Tues. also 9:30, no 9:05 show.

Baron Cohen's 'Dictator' unfocused

In analyzing Sacha Baron Cohen and the array of offbeat characters he's created, it's clear that it's become a matter of diminishing returns.

Movie times

Movie times are for today, May 17.

AMHERST CINEMA 28 Amity St., Amherst 253-2547 www.amherstcinema.org

The Deep Blue Sea (NR) 2:55, 7:30, 9:40

First Position (NR) 2:30, 4:45, 7, 9:10

Jiro Dreams of Sushi (PG) 2:45

Once Upon (NR) 7

Salmon Fishing in the Yemen (PG-13) 5

Weekend Planner - Movies

Playing this week in area theaters: Cinemark in Hadley opens "Battleship," "The Dictator" and "What to Expect When You're Expecting." The Amherst Cinema opens "Bernie" and "Monsieur Lazhar" and continues showing "The Deep Blue Sea" and "First Position." South Hadley's Tower Theaters features "The Avengers" and &quot