One Direction: This is Us earned from Friday ($8. 9 million) to Saturday ($4. 0 million), the film topped the three-day Labor Day weekend with $17 million.
Image Credit: Christie Goodwin
One Direction: This is Us plummeted 54 percent from Friday ($8. 9 million) to Saturday ($4. 0 million), but the boy band’s concert film still topped the three-day frame over Labor Day weekend with an estimated $17 million. Audiences, which were 87 percent female and 65 percent below the age of 17, rushed out to the theater on Friday (and awarded This Is Us an “A” CinemaScore), but the film’s intense frontloadedness could open a door for Lee Daniels’ The Butler to surpass it over the four day frame.
One Direction fared better than last year’s Katy Perry: Part of Me, which arrived with a whisper instead of a “Roar” on its opening weekend, grossing only $7. 3 million. Yet 1D couldn’t outdo Justin Bieber: Never Say Never, which danced up $29 million in its opening frame. (This is guaranteed to anger some Directioners, though fans can brag that This Is Us opened to $5. 7 million in the U. K. – 187 percent above Never Say Never.) Sony spent just $10 million on the film, which has already become director Morgan Spurlock’s highest grossing feature ever – ahead of his fast food doc Supersize Me, which found $11. 5 million total.
Meanwhile, The Butler scored another $14. 7 million over the Friday-to-Sunday period, marking a drop of just 11 percent from last weekend. The $30 million Weinstein drama starring Oprah Winfrey and Forest Whitaker reciprocated One Direction