Going way back to the buggy whip days of 2016, there was Open Road’s Garry Marshall swan song, Mother’s Day, which had plenty of stars to appeal to moms and daughters in Julia Roberts, Jennifer Aniston, Kate Hudson, and Jason Sudeikis. Romantic comedy queens in ‘Mother’s Day’ Ron Batzdorff / Open Road Films Old pre-pandemic ideas aren’t going to work. If counter-programming is going to work, you gotta eventize it. ![]() Realize the latter is a huge appealing franchise for older-skewing females in a way that Book Club is not. In addition, we’ve seen female-skewing titles fare significantly better, read last summer’s Elvis ($31.2M) and even Focus Features’ Downton Abbey: A New Era ($16M). However, there’s nothing for guys to tag along to here on Book Club 2, with 77% women showing up, and the largest quad being over 55 at 48%. How else to open a movie to $12.7M during the winter around Super Bowl weekend (there’s also a theory that the ‘Brady’ in the title got some guys dragged along with their better halves). That might have been a great idea here for circuits to practice. ![]() Don’t blame streaming: Older female skewing ‘The Second Best Exotic Marigold Hotel’ also had a single digit opening - back in 2015.Īlso, consider this: By pre-pandemic standards, the start here for Book Club 2 isn’t that far from where another older-skewing female title, The Second Best Exotic Marigold Hotel, was back in 2015, that posting a $8.5M opening (finaling at $33M stateside).įurthermore, there isn’t any lower ticket pricing in place by exhibition like there was on the previous Fifth Season theatrical release, 80 for Brady, which starred Book Club 2 actress Fonda with cinematic buddy Lily Tomlin.
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