Super Bowl weekend, despite its damper on Sunday business, was frame that could still yield results, even for films aimed at dudes, i.e.
2015 when the 6th weekend of American Sniper drummed up $30.7M, or 2020 when the third weekend of Bad Boys for Life did $17.6M.
This year, we have the poorly received Matthew Vaughn directed Apple Original Films’ Argylle doing $6.6M, -62% in weekend two, for what will be a ten-day result of $28.9M at 3,605 theaters.
Focus Features is trying to counterprogram with the Zelda Williams teenage genre comedy, Lisa Frankenstein, aimed at young women and arthouse audiences.
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