‘Divergent’ builds platform for franchise success

Neil Burger’s ‘Divergent’, starring Shailene Woodley and Theo James, did enough on Friday at the North American box office for Lionsgate to continue with its proposed three film franchise and, with an ‘A’ CinemaScore from first night audiences, the Veronica Roth adaptation has built a decent platform notwithstanding missing out on high end forecasts.  The market was tricky to read with pre-sales defying poor reviews and the film’s Friday tally of $22.8m from 3,936 theatres leaves it on pace for a $56m weekend.

 

Disney’s ‘Muppets Most Wanted’, the weekend’s only other wide release, could only muster a soft $4.6m from 3,194 theatres on Friday.  Saturday and Sunday family audiences will provide some assistance but it is unlikely to climb much beyond a disappointing $14.5m, a good $5m off studio projections.

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March 22nd, 2014 - admin

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