Patriotism ruled at the box office this weekend, as the Navy SEAL action film, Act of Valor, scored a big victory with $24.7 million.
Relativity acquired the military movie (which was independently financed by the Bandito brothers for $12 million) for just $13 million and then spent another $30 million promoting it — a large percentage of which paid for four Super Bowl spots — and their gamble has paid off in a big way. Relativity successfully captured their target audience of males 18-54 by campaigning to gamers, ethnic audiences, sports fans, country music fans, military, and the faith community. Crowds were 71 percent male, while 60 percent of audiences were above the age of 25. Act of Valor earned an “A” CinemaScore grade, meaning it may thrive at the box office for weeks to come. READ FULL STORY »