Two vastly different movies will open at the domestic box office this weekend to vie for audience attention.
The first is Sony’s “Emoji Movie.” Despite the “Confused Face” or “Face With Rolling Eyes” that some deployed when the animated feature based on iPhone keyboard pictorials was announced, it now looks to have the upper hand this weekend, eyeballing up to $30 million from 4,069 theaters. The studio has it pegged closer to $20 million. In fairness, tracking shows a rather wide margin (albeit still not huge on the upper end).
That’s partially because it’s an original project, so it’s more difficult to tell how audiences will respond. The studio hopes for a long tail based on word of mouth. Visibility for the film has been exceptionally strong thanks to an aggressive marketing push that included T.J. Miller parasailing into Cannes to help launch the movie’s first trailer. Reviews have yet to be released, but...
The first is Sony’s “Emoji Movie.” Despite the “Confused Face” or “Face With Rolling Eyes” that some deployed when the animated feature based on iPhone keyboard pictorials was announced, it now looks to have the upper hand this weekend, eyeballing up to $30 million from 4,069 theaters. The studio has it pegged closer to $20 million. In fairness, tracking shows a rather wide margin (albeit still not huge on the upper end).
That’s partially because it’s an original project, so it’s more difficult to tell how audiences will respond. The studio hopes for a long tail based on word of mouth. Visibility for the film has been exceptionally strong thanks to an aggressive marketing push that included T.J. Miller parasailing into Cannes to help launch the movie’s first trailer. Reviews have yet to be released, but...
- 7/26/2017
- by Seth Kelley
- Variety - Film News
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