Surprise: 'Jumping the Broom' overperforms on Mother's Day
For the second week in a row, a top theatrical release has overperformed to Sunday weekend estimates. Last weekend, "Fast Five" ended up with $2.5 million more than originally estimated for a stellar $86.1 million debut. Now, Sony Pictures' "Jumping the Broom" has ended up with $1.5 million more than expected with a fine $15.2 million opening.
Targeted at primarily African-American audiences, "Broom" had an extremely rare Saturday to Sunday jump grossing 13.3% more on Mother's Day. Sony Pictures worked with Bishop T.D. Jakes, a producer on the film, and his Potter's Church to spread word to Christian audiences and their efforts appeared to have paid off. The comedy reportedly cost under $7 million and should be a nice profit maker for all involved.
It's worth noting last year Focus Features released the documentary "Babies" on Mother's Day Weekend and it also experienced a Saturday to Sunday jump.
"Broom" wasn't the only major release to beat its Sunday estimate. "Something Borrowed" found $800,000 more on Sunday for a somewhat disappointing $13.8 million opening. On the other hand, "Thor's" actual gross was $65.7 million compared to a $66 million estimate. "Fast Five" was on target with approximately $32.5 million.
Among other box office milestones, "Insidious" and "Source Code" both reached $50 million domestic and "Rango" crossed the $120 million mark.
This weekend's new releases include "Priest" and "Bridesmaids" which are both currently polling at $15 million over the three-day.