Warner Bros. Pictures marketed the hell out of “In the Heights,” pushing hard for the movie musical to not just make a big debut but to also be the film to get people back to cinemas (even whilst simultaneously debuting on HBO Max).
Sadly it looks like the box-office, in general, cooled off this week with both major new releases coming in a bit soft. ‘Heights’, which was said to be headed for a $20 million opening weekend a few days ago, is now looking to debut with $13 million for the three-day following a $5 million haul on Friday.
The other opener, Sony’s long-delayed “Peter Rabbit 2: The Runaway,” is also coming in cool with $4 million on Friday and a likely $10.2 million opening weekend in fourth place. That’s on track with Sony’s estimates but under those of some rivals.
In fact, the third weekend of “A Quiet Place Part II” is expected to snag around $12.5 million and could be in a neck-and-neck race with ‘Heights’ for the top spot. Third place will go to the second weekend of “The Conjuring: The Devil Made Me Do It” which is on track for an $11.3 million take, with “Cruella” in fifth with $6.8 million.
‘Heights’ scored not just great critics reviews but audiences loved it too with the movie snagging an ‘A’ CinemaScore. The film could have legs but will need word of mouth to stay in the fight.
Source: Deadline