It was an ‘everybody wins’ weekend at the box office as all three openers outperformed even the most optimistic expectations. The number one film of the weekend was not The Hunger Games but rather Think Like A Man. The all-star romantic comedy based off of Steve Harvey’s best-selling relationship self-help book grossed a somewhat surprising $33 million on just over 2000 screens. The Screen Gems film was notable in that the small studio made a real effort to market the African-American-centric rom-com both to black males and white audiences (Vulture has a detailed article about the marketing campaign). Racial demographics aren’t available yet, but the film played 63 percent female and 62 percent over 30.
For what it’s worth, it earned an A from Cinemascore, including an A+ from audiences under 25. Even more impressive is that the film achieved a near -3x, including a token increase on Saturday (from $12 million to $13 million). The film has a ton of ‘would probably be a bigger star in a color-blind society’ actors, including Gabrielle Union, Meagan Good, Michael Ealy, Steve Harvey, and Taraji P. Henson. But the secret weapon may have been comedian Kevin Hart, who powered his stand-up concert film, Laugh At My Pain to $7 million last September despite playing on less than 300 screens. Pay no attention to this large opening folks, nothing to see about an under-served audience demographic delivering near-blockbuster numbers on a $13 million budget. Just move along and keep putting Anthony Mackie in fourth-billed supporting roles.