‘Mean Girls’ Looking Fierce Over MLK Weekend Box Office With $27M+ Opening – Early Look
deadline.comParamount‘s reboot of Mean Girls arrived on tracking today and let’s just say it’s not just hot with the cool girls. With double digit in unaided awareness among older and younger women over and under 25, the feature take of the Tina Fey scripted Broadway musical is looking at a $27M+ opening over the four-day MLK holiday.
Note that unaided is that portion of audience polling whereby the respondents organically cite a movie title they’re interested in seeing, and aren’t prompted by a pollster.
What’s clear here is that the Mean Girls brand is extremely strong. Paramount is just beginning to get their Mean Girls campaign underway three weeks before the pic’s opening on Jan.
12. A $27M+ or even $30M opening is a great start for a comedy aimed at women in the post-Covid era. Also consider the fact that there are several Christmas titles that haven’t opened yet on tracking such as Aquaman and the Lost Kingdom and The Color Purple, so for a movie like Mean Girls to break through the fray is a head-turner.
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