Sony’s PG13-rated, ‘No Good Deed’, starring Idris Elba and Taraji P. Henson, defied market analysts with a comfortable win at the North American weekend box office, the third of the year for producer Will Packer. The $13m home thriller arrived with an excellent $24.5m from a modest 2,175 theatres, a good $7m above pre-release predictions. As expected, a positive ‘B+’ CinemaScore had more influence than abysmal reviews – currently 13% on RT – as the film connected with its African-American target audience, which comprised 70% of the total.
The other wide weekend release, ‘Dolphin Tale 2’, failed to impress notwithstanding solid reviews – 73% on RT – and an excellent ‘A’ CinemaScore. Charles Martin Smith’s family drama grossed a soft $16.5m over the three days from a market high 3,656 theatres, against market forecasts around $20m. Harry Connick Jr., Ashley Judd, Morgan Freeman and Kris Kristofferson all returned from the original, which earned $19m during its opening weekend.
Last weekend’s No.1, Guardians Of The Galaxy’, added a further $8m from 3104 theatres in third place but, more importantly, became the year’s first film to cross the $300m domestic milestone. The superhero extravaganza has now been in play for seven weekends.
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