lesson of this weekend’s box office is two-fold. First of all, we have another shining example of why ranking is relatively irrelevant. Thor: The Dark World is actually not the top film on Friday. But while it will likely be the top film of the weekend, it is not the top story of the weekend. Universal’s The Best Man Holiday, a sequel to The Best Man fourteen years after.
The long-percolating sequel - writer-director Malcolm D. Lee's original film came out nearly 15 years ago - delivered an eye-popping $30.5 million in its debut, about $10 million beyond pre-release projections. It cost just $17 million to make, so it's a big win for distributor Universal.
The second lesson of the weekend is yet another one that should have been learned by now: Yes, black people go to the movies. We all like to act surprised over and over when Tyler Perry scores again or when Kevin Hart’s concert film breaks out in limited release. But black audiences like seeing themselves on screen.
More importantly, they really like seeing black characters onscreen in starring roles in films that don’t necessarily revolve around racially-based adversity. When Hollywood bothers to make films like that, African-American audiences generally show up in relatively solid numbers.
More importantly, they really like seeing black characters onscreen in starring roles in films that don’t necessarily revolve around racially-based adversity. When Hollywood bothers to make films like that, African-American audiences generally show up in relatively solid numbers.
Malcolm D. Lee - who produced with Sean Daniel - reassembled the ensemble of the first film for this holiday sequel, the week's only wide release. Morris Chestnut, Taye Diggs, Regina Hall, Terrence Howard, Sanaa Lathan, Nia Long, Monica Calhoun and Melissa De Sousa reprise their career-launching roles in "Best Man Holiday."
Marketing for the film directly targeted African Americans, particularly women. It connected, and even became something of a reunion party for many fans. Fandango reported 40 percent of advance ticket buyers said they'd see it with a group of four or more.
Critics liked "Best Man Holiday" (72 percent on Rotten Tomatoes), but audiences loved it and gave it a rare "A+" CinemaScore, suggesting it will have a healthy shelf life over the holidays. We personally saw it and this is sure to be a classic following up with what we share to be a part 3. Best Man Holiday in theaters now check your local listings for times and dates.
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