Just behind the movie adaptation of the superhero comic book Thor and the latest installation of the The Fast and the Furious series, Fast Five, the wedding romance comedy Jumping the Broom came in at a commendable third.
“We are ecstatic with the performance of ‘Jumping the Broom,'” said DeVon Franklin, vice president of production, Sony Pictures. “This is the second film under our tremendous partnership with T.D. Jakes and TDJE, and there will be many more to come!”
Thor (3,955 screens) and Jumping the Broom (2,035 screens) opened this Mother’s Day weekend while Fast Five (3,662 screens) opened a week ago. Jumping the Broom grossed $15,215,487 in sales, compared to the #1 Thor with $65,723,338 and Fast Five with $32,445,320.
Tyler Perry’s Madea’s Big Happy Family, in its third week, slipped from third place last week to seventh this week with $4,178,886 in sales from 1,881 screens. Prom brought in $2,214,585 from 2,730 screens.
With one of the lowest budgets — just $6.6 million — Jumping the Broom made a respectable impact on this week’s figures and
rankings and, as word travels that the film is being well received, ticket sales should hold steady or increase.
The downward slide of Perry’s film may be an indication that people “are fed up and ain’t gonna take it anymore.” They may have heard about the over-the-top humor and weak plot.
In a study by the Word of Mouth Marketing Association (WOMMA), 78% of people will act on a referral or recommendation of someone they know, like and trust, and 92% percent of people prefer to have referrals and recommendations for products, services and people.
The same holds true in the movie industry. A film may have big-name stars in it, but, if word of mouth spreads quickly that it is not good or is not worth the gas and money, many people will elect not to go see it at the theater.
Word of mouth should be in Jumping the Broom’s favor. –arnell pharr
