John Krasinski’s ‘IF’ hits a box office nerve with $35 million debut

This week’s Insider Deals are so good you’ll want all of themCailey Fleming, left, and John Krasinski pose with the character"Blue" at the premiere of Paramount Pictures'"IF" at the SVA Theatre on Monday, May 13, 2024, in New York. claimed the top spot at the box office this weekend according to studio estimates Sunday. Its $35 million North American debut was also a bit lower than some projections.

There are several somewhat contradictory narratives swirling around its performance as well. With its PG-rating, “IF” was the first major family friendly film to open in theaters in weeks. And unlike a front-loaded superhero or horror movie, family pics are often running a marathon not a sprint. Last June, Pixar’s “Elemental” was assumed to be dead on arrival when it opened with $29.5 million domestically.

But there also hasn’t been a major movie moment akin to last year’s “The Super Mario Bros. Movie,” “Barbie” or “Oppenheimer” in quite some time. Last year on this weekend “Fast X” opened to over $60 million. Dergarabedian noted that Memorial Day weekend is a time when moviegoers play can play catch up with films they've missed and heard about. For a film like “IF," which picked up over the weekend with word of mouth buzz, that could bode well. Still, there is no sugar-coating the reality that the 2024 box office is not going to build on 2023.

Source: Entertainment Trends (entertainmenttrends.net)

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