That Awkward Moment looks to be set to dethrone the Universal Pictures surprise hit, Ride Along. The Zac Efron vehicle That Awkward Moment is currently tracking to win the Super Bowl weekend in what may end up being the slowest box office weekend of the year. Super Bowl weekend is notoriously slow with this year proving to be no exception.
That Awkward Moment also stars Michael B. Jordan and Miles Teller. The R-rated bro-centric Zac Efron comedy made was made for a mere $8 million. The comedy will be the first release by the newly consolidated Focus Features after they acquired the rights for $1.5 million. The film is currently on pace to make around $15 million for the weekend. Though the popularity of the young stars could strike a strong chord with teenage girls despite the rating. Even after marketing, Focus Features should still see profit following this weekend.
The only other new wide release will not prove to be much competition. Jason Reitman’s fifth film Labor Day starring Kate Winslet and Josh Brolin is currently tracking to make between five and six million for the weekend. Far more serious than his previous efforts, the film may suffer due to the first disappointing reviews of Reitman’s career. The romantic drama sits at 38 percent on Rotten Tomatoes. Reitman’s box office career has been all over the place with Juno and Up In The Air becoming runaway smash successes while Young Adult and Thank You For Smoking received a milder response from audiences.
There are two re-releases scheduled to open this weekend. The first is Disney’s singalong version of Frozen. So far, the animated hit has grossed over eight hundred million worldwide and is one of the studio’s top grossing films of all time.
Warner Brothers is also putting their blockbuster hit Gravity back into IMAX theaters following the Academy award nominations it received last week. So far, the science fiction survival story has grossed nearly $700 million worldwide. That Awkward Moment still is expected to win this Super Bowl weekend despite the re-releases.
Playing in limited release is the critically acclaimed documentary Tim’s Vermeer. Directed by Teller and narrated by his long-time partner Penn, the documentary explores how 17th century painter Johannes Vermeer manage to paint so photo-realistically when he lived nearly 150 years before the dawn of photography. Magnolia Pictures also plans to release the lowbrow female-targeted comedy Best Night Ever in select theaters and on Video-On-Demand. Directed by the duo responsible for Date Movie, Meet The Spartans and Vampires Suck, the comedy is their first that does not lampoon an existing film.
Universal’s Ride Along is expected to hold over well in its third weekend. The breakout hit is currently on pace to gross just under $10 million for the weekend. The buddy-cop comedy starring Ice Cube and Kevin Hart has grossed over $80 million to date off of a $25 million production budget after its record-shattering opening weekend of $41 million. Ride Along should be able cross $100 million domestically before the end of its theatrical run.
This time last year saw the release of the romantic zombie comedy Warm Bodies. Warm Bodies surpassed many expectations and opened to just over $20 million over the weekend. While the raunchy comedy is not tracking as well, That Awkward Moment should still have enough momentum to win the box office during slow Super Bowl weekend.
By Benjamin Murray