Marvel/Disney ‘s superhero extravaganza, ‘Guardians of the Galaxy’, is set to retain the top spot at the North American box office after five weekends in play. It grossed another $3.8m on Friday, which should translate to a solid $19m over the four-day holiday session.
Newcomer, ‘As Above/So Below’, was only $0.6m behind on Friday after a strong digital marketing campaign but also received a push from the usual horror genre front loading. A miserable ‘C-‘ CinemaScore from the notoriously harsh marking horror crowd and unenthusiastic reviews – currently 30% on RT – will damage word-of-mouth but it is still on pace to hit $11m over the four days, slightly above market expectations.
‘Teenage Mutant Ninja Turtles’ will overtake it when the families turn out during the remainder of the session. The adventure reboot earned a further $2.7m on Friday and looks set to finish its fourth weekend around a so-so $14.5m.
R.J. Cutler’s YA tearjerker, ‘If I Stay’ should also steal ahead of the horror flick after a $2.6m second Friday hold. It looks set to finish just under $12m on Monday night.
The week’s other wide release, Roger Donaldson’s ‘November Man’, continued to disappoint since arriving on Wednesday evening. The spy thriller took a soft $2.2m on Friday, leaving it facing a $10.5m extended session at the low end of distributor expectations. Disappointing reviews – 35% on RT – and a decent ‘B+’ CinemaScore have largely cancelled each other out.