This year’s Labour Day weekend was expected to be a no brainer. The newest all-singing, all-dancing, porcelain, peach-fuzzed, manufactured pop music phenomenon were hitting the big screen and the collective funds and screams of every pubescent girl in the world were locked and loaded ready to meet them there. And while One Direction’s documentary come topless-banter orgy THIS IS US did take first place, it did so with the same slim and weary presence of every parent and boyfriend forced to watch their film over the weekend.
It was a relatively busy weekend, with 24 individual films picking up over $1 million, and $15.8 million was enough to see THIS IS US to the top spot. That’s if we don’t count Labour Day takings however, in which case THE BUTLER reigns ironically as king. As it stands on a pure weekend scale however, THE BUTLER took 2nd spot with a very strong $14.8 million, marking a robustly minimal decrease of 9.8% on last week for a three week gross of $74.1 million.
Talking about sturdy holdings, in its fourth week of release the comedy sensation WE’RE THE MILLERS dropped just 2.9% from last week, picking up a further $12.7 million. The Jennifer Aniston helmed movie has now grossed $109.6 million, making it the sixth (the sixth!) Jennifer Aniston film to gross north of $100 million. What is life.
In fourth and surprisingly quite literally everyone, Spanish comedy INSTRUCTIONS NOT INCLUDED bagged itself a remarkable $7.8 million in just 347 theaters. With a strong A+ CinemaScore and good review all round, Lionsgate will very likely push the family comedy into nationwide release next week.
On top of representing a decent chunk of the population at large, the Hispanics represent a chunky proportion of the cinema-going droves of the USA, accounting for 26% of frequent moviegoers. INSTRUCTIONS NOT INCLUDED it seems marks a change in the fortunes of Spanish language films, reporting healthier numbers than the likes of GIRLS IN PROGRESS and NO ERES TU, SOY YO it what may prove to be a burgeoning trend. Watch this space.
The week’s other new releases however had a comically miserable time of it with only action thriller skid mark GETAWAY hitting the Top 10, adding a miserable $4.57 million to its shoddy reviews and C+ CinemaScore for 9th.
PLANES held on to 5th with $7.7 million for an excellent four-week gross of $70.8 million with ELYSIUM actually rising to 6th from 7th with $6.4 million (though its $78.5 million gross still isn’t great).
In regards to the British influence on the Yankee Top 10, Edgar Wright’s THE WORLD’S END fell four places to 8th with $4.75 million giving it a decent two week gross of $16.5 million.
Domestic Top 10
1. One Direction: This is Us
2. The Butler
3. We’re the Millers
4. Instructions Not Included
7. The Mortal Instruments: City of Bones
8. The World’s End
10. Percy Jackson: Sea of Monsters
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