Denzel Washington Talks About 2 Guns
Better news for Emmett/Furla Films which financed 2 Guns that’s being distributed in America by Universal with EOne releasing in Canada. Playing in 3,025 domestic theaters, it was the #1 film this weekend – 7th time Universal has claimed top spot at the North American box office in 2013 – with a so-so $27.4M. Audiences liked it much more than critics who gave it only a middling 58% Rotten Tomatoes score vs its ‘B+’ CinemaScore. The studio had trouble building awareness in the crowded marketplace so low-balled its projection of only a $22M weekend. But two marquee stars paired for the first time like Denzel Washington and Mark Wahlberg should open any film to at least $25M. Good thing the ‘R’-rated comedy actioner cost only $61M. I think what helped box office is that Denzel rarely appears in a bad pic so audiences trust that. And Wahlberg is a consistent draw. Their star power clearly was pushing gross for this film based on the Boom! Studios comic book by Steven Grant and directed by Baltasar Kormakur (who re-teamed with Wahlberg after Contraband) and screenwriter Blake Masters (TV’s Brotherhood). 2 Guns was tracking strongest with its target audience of young males and African Americans after significant multicultural outreach. To that end, Universal developed an 82-second English-language spot specifically for the bilingual Hispanic audience. Washington and Wahlberg made appearances on NBCU-owned Telemundo’s morning show Un Nuevo Dia which created a first ever interview paired with the Today Show. 2 Guns villain Edward James Olmos did Hispanic media and developed 10 spots with Mexican-themes. Other promotions were aimed at African-Amercians including BeET’s top rated 106 & Park and the 2nd largest black network TV One. Exit polling showed moviegoers were 14% Hispanic and 28% African-American.
Article Courtesy of Deadline.com