US Box Office off to decent start with Russell Crowe's 'Unhinged'

Actor Russell Crowe arrives at the premiere for the Showtime TV series"The Loudest Voice" in New York, US, June 24, 2019.

The film played in 1,823 venues in North America, marking the widest release yet since the pandemic hit. "All things considered, this is a subdued opening," said David A. Gross, who runs movie consultancy FranchiseRe. Solstice's head of distribution Shari Hardison says the company's goal is to hit $30 million at the box office by the end of its theatrical run in North America. After its performance this weekend, that is a benchmark she feels will be easily attainable. "Unhinged" cost $33 million to produce, not including marketing or distribution fees.'Slow and steady wins the race'

"We are pleased and relieved to see moviegoers took the first step to return to theaters this weekend," Gill said. "As we have seen around the world, and the light release schedule in the coming month suggests; the movie will have a long run."

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