After two weeks in limited release, Till added another 1,954 locations this weekend — bringing the number of theaters carrying the film to over 2,000.
Yet it faltered at the domestic box office, coming in seventh place after ringing up an estimated $2.8 million in ticket sales, according to Comscore. That balances out to an average of $1,366 per location — not awful, but not great.
Still, Paul Dergarabedian, senior media analyst at Comscore, says don’t write the film off just yet.
“Three weeks in theaters for a blockbuster is an eternity, but for an awards-style movie aimed at more mature audiences like Till, we have to give it more time to establish itself in the marketplace and hope that discerning audiences discover and spread the word about the film,” Dergarabedian told Urban Hollywood 411.
Related Story: ‘Till’ Channels Mamie Till-Mobley’s ‘Spirit, Mind, Body and Soul,’ Director Says
Since the film from MGM’s Orion Pictures opened on Oct. 14, it’s earned $3.6 million.
The drama centers on Mamie Till-Mobley’s fight for justice after her 14-year-old son Emmett Till was lynched in rural Mississippi in 1955.
Danielle Deadwyler leads the cast as Mamie Till-Mobley and Jalyn Hall plays Emmett Till. The cast also includes Frankie Faison, Haley Bennett, Sean Patrick Thomas, John Douglas Thompson, and Whoopi Goldberg.
Chinonye Chukwu directed the film and co-wrote the script with Michael Reilly and Keith Beauchamp.
Audiences have given the drama a stellar A+ CinemaScore and it’s drawn universal praise from critics. The biopic currently has a 98 percent positive score on Rotten Tomatoes, with reviewers praising Deadwyler for her “moving” and “powerful” performance.
Dergarabedian says with awards season on the horizon, awards buzz could help lift the film’s fortunes.
Below is this weekend’s top 10 box office chart from Comscore.
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WOMEN OF THE MOVEMENT, story of Emmitt TILL was the BEST ! Much longer in detail, and was shown for FREE ! for 4 weeks on ABC station. I will Not pay to go see this movie.