*Sony’s “Jumping the Broom” enjoyed a nice bounce during Mother’s Day, up 13 percent on Sunday and earning $15.3 million for the weekend—instead of the estimated $13.7 million according to the Hollywood Reporter.
Targeting African-American moviegoers, “Jumping the Broom” received a CinemaScore grade of “A” across all categories — a rare feat. Women represented 70 percent of those buying tickets, while 64 percent of the audience was over the age of 35.
According to the Hollywood Reporter, it’s unusual for a Hollywood studio to launch an African-American-themed picture in summer. “Jumping the Broom’s” strong start proved a successful counterprogramming move. The movie ranks No. 3 at the box office.
The film’s ensemble cast includes Paula Patton, Laz Alonso, Angela Bassett, Loretta Devineand Mike Epps. Salim Akil directed the comedy, which centers around two families from two very different environments who gather on Martha’s Vineyard for a wedding.
The comedy cost less than $7 million to produce.
“It will be very successful, and kudos to everyone involved,” Sony president of worldwide distribution Rory Bruer said. “We’ve known all along that the film was a great crowd-pleaser.”