When the dust cleared Monday from the weekend box office race, Madonna edged the mutt for second place, “Mona” took fourth and MGM’s urban comedy “3 Strikes” was a surprise entry in the top 10.
Final figures showed Par’s “The Next Best Thing,” starring the pop diva and Rupert Everett, edging Warner Bros.’ “My Dog Skip” by about $60,000 for the second spot behind Par’s three-peat winner “The Whole Nine Yards.” Destination Films’ Drowning Mona” beat out “Pitch Black” for the No. 4 spot by about $700,000.
Released on 678 screens, in 45 U.S. markets “Strikes” grossed $4,575,673 in five days, with an impressive $6,749 per screen average.
MGM worldwide theatrical distribution prexy Larry Gleason attributes the high numbers to aggressive marketing. “We knew our target audience and we went after them in full force. We heavily promoted the soundtrack and held strong ties with radio stations in every market,” Gleason said. Gleason also said the five-day release was another factor in the high figure.