Box Office: ‘Awkward’ Stumbles as ‘Ride Along’ Stays Strong for Super Bowl Weekend Win

That Awkward Moment

'Labor Day' working hard for a modest $5 million bow

Showing slightly less promise than it did going into the weekend, Focus Features’ “That Awkward Moment” took $3.9 million Friday and is headed to about $10 million for the weekend.

Though a strong start as far as Focus should be concerned the laffer was made for a reported $8 million and acquired for $1.5 million it’s not quite the Super Bowl weekend victory early predictions foresaw.

Rather, Universal’s “Ride Along” is expected to stay in first place in its third frame with about $12 million.

“That Awkward Moment” does have the potential to overperform, as Summit’s “Warm Bodies” did this time last year, but it’s not likely to close the gap with a couple factors working against it. With both romance and zombies, “Warm Bodies” worked to counterprogram the big game for teen auds, where “Awkward Moment” is likely to overlap with the football audience. Plus, “Warm Bodies” was PG-13; “Awkward Moment” is R.

Conversely, really working to counterprogram the Super Bowl, Disney opened a sing-a-long version of its blockbuster tuner “Frozen playing alongside the toon’s original run, which is still in theaters to try and lure back families for a second viewing. No word on the exact lift the interactive version is delivering, but it’s enough to keep the kid-pleaser in third with about $8.5 million for the weekend.

The weekend’s only other wide opener is Paramount’s “Labor Day,” the latest from helmer Jason Reitman. The tearjerker took $1.9 million Friday and is headed for about $5 million for the frame, just under pre-weekend expectations, for probably seventh in the overall domestic marketplace.

Filed Under:

Want to read more articles like this one? SUBSCRIBE TO VARIETY TODAY.
Post A Comment 3

Leave a Reply

3 Comments

Comments are moderated. They may be edited for clarity and reprinting in whole or in part in Variety publications.

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

  1. R.G. says:

    people are so burn out on these so call ‘FIX MOVIES” everything is taylormade fix just for you! nothing is truly new nothing unexpected …so just go ahead and look at the stupid movie ….and Hollywood will think it has another hit

More Film News from Variety

Loading