Instead, the relationship comedy "Think Like a Man" took the crown as it debuted to an impressive $33 million this weekend. Based on comedian Steve Harvey's bestselling advice book "Act Like a Lady, Think Like a Man," the PG-13 film performed much better than expected. (Although I predicted the movie would win the weekend, I thought it would do so with a moderate $19 million.)
"Think Like a Man" was produced for just $13 million by Sony-owned Screen Gems, which was also behind two other pictures that premiered at No. 1 this year: "The Vow" and "Underworld Awakening." The studio's marketing campaign targeted African American audiences via appearances on Harvey's morning show, screenings at historically black universities, and special promotions on networks like BET.
The effort clearly paid off. For instance, "Think Like a Man," which was directed by Tim Story ("Fantastic Four"), opened stronger than all of Tyler Perry's movies except "Madea Goes to Jail." And like Perry's films, the movie skewed toward adult women, with 63 percent of the audience being female and 62 percent at least 30 years old. It received an excellent "A" rating from CinemaScore audiences.
In second was the PG-13 romance the lucky 1 with $22.8 million. That's a return to form for star Zac Efron, as the movie performed more like "17 Again" ($23.7 million) than "Charlie St. Cloud" ($12.4 million).It's also a solid showing for author Nicholas Sparks -- the only Sparks adaptation that opened stronger was 2010′s "Dear John" ($30.5 million). Despite unfavorable reviews, the $25 million movie earned a respectable "B+" grade from CinemaScore participants. Young women represented the majority of the film's audience, with 76 percent of ticket buyers being female and 52 ... read more>>
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