Though “Thor” is still god at the box office, Universal is stealing its thunder with “The Best Man Holiday,” which is overperforming to end the weekend in a close second behind the superhero actioner.
Both “Best Man” and “Thor: The Dark World” landed just shy of $11 million Friday, with “Best Man” in a slight lead. And though it isn’t expected to maintain that lead — the “Thor” sequel is looking at around $35 million in three days to “Best Man’s” $31 million — it does demonstrate the power of demo targeting.
It has been 14 years since Malcolm D. Lee’s “The Best Man” cemented its status as an African-American cult classic, setting the foundation for its sequel’s success. Originally expected to land somewhere in the high teens this frame, the $17 million-budgeted comedy is bowing to about twice that, thus illustrating a recent void in films specifically targeting and appealing to the African-American community.
After a brief stint in fourth, CBS Films’ “Last Vegas” is climbing back up to third this frame with $2.5 million Friday and an anticipated $8 million to $10 million. Following that, Relativity’s “Free Birds” and Paramount’s “Jackass Presents: Bad Grandpa” are both looking at a little more than $7 million in three days.
Paramount also has a film bowing this frame through its Paramount Vantage banner. Alexander Payne’s “Nebraska” opens on four screens in Los Angeles and New York. It will expand to 10 markets next week.