Nobody saw this coming weeks ago, the pic arriving on tracking to around $15M, and it was only evident in the final run-up this week that this Blake Lively starring and produced, Justin Baldoni starring and directed title would pop to somewhere north of $40M+; which makes perfect sense given how movies, particularly those aimed at women, are marketed in the final run-up to their opening to stoke the fanbase.
It Ends With Us pulled in the under 35 demo at 68% with women snapping up tickets at 84%. Screen Engine/Comscore's PostTrak also shows that 60% of those who watched It Ends With Us bought their tickets same-day.
Thirty percent told PostTrak they came because of Lively, while another 30% said it was because of the subject matter, that being a book.
In the wake of such post Covid successes, Sony has fooled the town again, proving there's a continued appetite for old school genres, in this case the romance drama.
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