The top new release of the weekend is That Awkward Moment. The Focus Features-distributed romantic comedy, which cost just $8 million to produce, earned $9.01 million on its debut weekend. Focus Features payed $1.5m to distribute the film, which played 61% under 25 and 64% female.Super Bowl weekend didn’t help, as it fell victim to the usual game day Sunday plunge, losing 65% of its Saturday audience. That’s sadly normal for Super Bowl weekend. With relatively poor reviews, little real buzz, and little sense of what the film was actually about from its marketing, the film got by purely via its relative star power.
Zac Efron will get most of the credit, as perhaps he should.
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