Meanwhile, "The Boxtrolls" and "The Maze Runner" are battling it out for second, as noted as well. "The Boxtrolls" could end up in second if the kids pester the parents to go. "The Maze Runner" will grab that spot if the young adults decide to make a night of it. That will not stop the older demographic from winning out with the star power of Denzel Washington in "The Equalizer."
EARLIER: In order to create family events, why not put animated trolls into a movie? That is being done as "The Boxtrolls" try to convert garbage into box office gold.
But, hold on, Denzel Washington lurks
. That means a great deal since he is box office gold and will likely take that to the top with his latest film, "The Equalizer."
Early projections has "The Equalizer" at around $28-30 million and "The Boxtrolls" at the lower end with $15-16 million. One would think from the marketing that "The Boxtrolls" has the edge with that "family-friendly" idea. That doesn't always pan out. On another note, all the late marketing sometimes means a push trying to save a disaster.
But, in the end, if a studio marketing plan doesn't pan out, chances are it will not pan out across the country either.
that there is a limit to stop-motion animated appeal and that alone will keep it lower. In other words, the stop-action is not what the masses always want and doesn't usually have the wide appeal.
1. "The Boxtrolls" - 3,464 theaters
2. "The Equalizer" - 3,234 theaters
3. "The Song" - 300+ theaters
4. "Mas Negro Que La Noche" - 150 theaters
5. "Pride" - 6 theaters
So, Washington's popularity and the studio's (Sony) directed
marketing push will win out. It will be a battle for second this weekend and that will be close as well. Yes, it is based on the popular TV show with the same name.
Plus, social media can skewer some thinking on how this type of weekend will progress. The older movie-goers are the aim for "The Equalizer" and they do not care about social media buzz, for the most part. But, noted The Wrap
, how they did target the younger crowd was through a different means - Eminem.
Eminem's “Guts Over Fear” plays over the end credits. They targeted the young crowd through his followers. In the end, it will be the older generation that fuels this win. If it over-achieves, then the younger crowd showed up as breaking the demographic makes for a bigger hit.
The battle second indicates
this is the weekend to track "The Maze Runner" and its legs. Yes, it won last weekend, but now enter that over-used and saturated "family-friendly" fare in "The Boxtrolls."
A second place for "The Maze Runner" would be solid and if that happens, it pushes the new film to third.
"The Song" is another faith-based vehicle
while "Mas Negro Que La Noche" aimed for the Hispanic audience. The latter being an update to the 1975 film. "Pride" is set in the backdrop
of a Margaret Thatcher and union battle.
The per screen tracker this weekend belongs to "The Two Faces of January." A thriller that plays minds games stars Kirsten Dunst, Viggo Mortensen and Oscar Isaac.