Experts project This Is It to take between $80 million and $100 million dollars in its first full week.

Although some people are already uttering the word “Oscar,” director Kenny Ortega says awards are just wistful thinking.

“The audience for this film will grow and that as many people come to see it as possible because I think that it’s a wonderful story about a brilliant man. … Awards, Oscars, that’s all great wishful thinking,” said Ortega.

But it isn’t just the movie that is making money for Michael Jackson’s estate.

According to Forbes, the late King of Pop has grossed $90 million since his death thanks to “royalties from album sales, radio play, rights to his name and likeness and royalties from his stake in the Sony/ATV music catalog.”

Michael Jackson died June 25 at age 50.

Movie Poster For "This Is It"