Sunday, May 22, 2011
Jumping the Broom Sweeps in $24.5 Million at Box Office in Two Weeks
Box office estimates for the second week of Jumping the Broom are estimated at $24.5 million in two weeks. More than quadrupling its $6.6 million production costs, “Jumping the Broom” debuted with $15.2 million at the box office, received a rare CinemaScore rating of “A” from moviegoers, and finished the weekend as the top-ranked comedy in America.
The second film from T.D. Jakes’ TDJ Enterprises “first look” partnership with Sony Pictures, “Jumping the Broom” landed in third behind big-budget films “Thor” and “Fast Five,” managing to outperform expectations despite heavy competition which included another wedding-themed romantic comedy. The film also marks a diversity milestone as what is likely the first major studio release featuring a predominantly African American cast, creative team and shepherded by an African American studio executive.
“We are ecstatic with the performance of ‘Jumping the Broom,’” said DeVon Franklin, vice president of production, Sony Pictures. ”This is the second film under our tremendous partnership with T.D. Jakes and TDJE, and there will be many more to come!”
The successful opening weekend dispels misconceptions about the PG-13 rating and films with family-friendly themes, both widely viewed as box office hindrances for adult movies. At the same time, “Jumping the Broom” introduces Jakes and TDJ Enterprises as a new force in Hollywood to share a stake of the Black family film market.
Leveraging a plethora of pre-existing relationships and social media networks to create a savvy, non-traditional marketing strategy helped this film to reverse trends and drive increased audiences to the theater, outpacing early estimates.
“I have known T.D. Jakes some 20 years, first in book publishing and now in film,” said Michael Lynton, chairman and CEO, Sony Pictures Entertainment. ”He never ceases to amaze me with his ability to succeed in every forum of media. It is a privilege and an honor to share this success with him in the film business.”
Boasting an all-star ensemble cast that includes Angela Bassett, Paula Patton, Laz Alonso, Loretta Devine, Meagan Good, Tasha Smith, Julie Bowen, Romeo Miller, DeRay Davis, Valarie Pettiford and Mike Epps, “Jumping the Broom” explores the cultural and spiritual challenges of abstinence, motherhood, family, and relationships alongside themes such as forgiveness, family secrets, and misperceptions.
“When DeVon Franklin presented this opportunity to inquire about my level of interest in the project, I read the script and became excited about making this movie under our ‘first look’ deal with Sony. It was clear that we had something uniquely special,” said T.D. Jakes, CEO of TDJ Enterprises. ”It has been an incredible blessing to work together with Tracey Edmonds, Glendon Palmer, Elizabeth Hunter, Curtis Wallace and Salim Akil in developing and producing ‘Jumping the Broom,’ a movie for which we are all very proud.”
Entertainment Weekly’s Owen Gleiberman, who graded the film with an “A-” described “Jumping the Broom” this way: “You’ll laugh – a lot – but you’ll also shed tears of recognition at this funny, salty, strife-torn look at the agony and ecstasy of family.”
“Jumping the Broom” is the third film produced by TDJ Enterprises. The two prior projects included the independently financed and produced “Woman Thou Art Loosed,” based on the national bestselling book and annual women’s conference, and “Not Easily Broken,” the first film under the company’s partnership with Sony.