This is a good example of a film that pretty much won’t anywhere outside of Los Angeles. Its a targeted demographic picture that takes elements of Tyler Perry wholesomeness and Death At A Funeral absurdity to deliver a comedic drama for aspirational young African Americans. Micro budgeted (and it shows) if you can look past the way it is shot it looks like melodrama of the highest order.
This business analysis from “Shadow & Act”
It opened on 2 screens, 1 in Los Angeles and the other in New York; so how did the ensemble comedy/drama do over the weekend?
The turnout in Los Angeles was much stronger than it was in New York, making over 3 times the box office the New York theater did! So what’s up NYC?
I had a chat with a fellow New York colleague about this today, after I received the numbers, and we both thought that the NYC theater’s location (AMC Loews Village 7, in lower Manhattan, on the east side, between 11th and 12th streets – the East Village essentially) may not have been the most ideal for a film like this. I’m not certain that’s a theater that the film’s target audience goes to with any sort of regularity.
I feel the same way I felt about a film like A Good Day To Be Black & Sexy when Magnolia Pictures didn’t seem to know what to do with it after they acquired it; this needed to be up in Harlem, or downtown Brooklyn, NOT the East Village; and I can’t help but wonder if that had some bearing on how it performed at the box office.
However, I wasn’t in the *war room* so I have no idea how the deal was negotiated, and if that theater was the only one AMC provided as an option, or if there was some other logic behind that theater being chosen that I’m just not privy to. So I’m just going based on what’s in front of me.
76% of its opening weekend box office came from the Los Angeles theater! That’s the bulk of it; and it’s for that reason (and others I presume) that the film has been extended for another week at the Citywalk Stadium 19 inUniversal City, CA. So you LA folks get another week to see the film (after this first week’s run, so it’ll go into next week).
Those of you in NYC who haven’t seen it will have until the 9th – this Thursday – to see it, and then, poof, it’ll be gone! In total, the film made $7,409. A long way to go… So if you’re even mildly curious about the film, you really should go see it, because you may not get another shot for awhile.