Saturday AM Update: Refresh for more analysis and chart Two major studios this weekend took a bold swing and decided to go after the challenged older female demo over Valentine’s Day weekend in a continued pandemic, and while the results were in line with projections, they wouldn’t be anything to brag about in a pre-pandemic marketplace.
It’s also the hardest weekend for moviegoing with Super Bowl on Sunday.Disney’s Covid-delayed release of Kenneth Branagh’s $90M adaptation of Agatha Christie’s Death on the Nile starring Gal Gadot is seeing a $5.1M Friday and an estimated $12.7M opening, while Universal’s $23M Jennifer Lopez-Owen Wilson romantic comedy Marry Me, which is also available on the studio’s sister streaming service Peacock on the premium tier, is landing in 3rd with $3M on Friday and a $8M opening at 3,642.
Again, both are hoping for more love from the Valentine’s Day box office, but I believe we won’t know if older women are truly ready to come out to the movies again until it happens.
It will take some sort of Sex and the City or Bridesmaids phenomenon to put us back there, I don’t think we’ll be able to see it coming, It will take sheer gut and will on behalf of a major studio.
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