Box Office: Sacha Baron Cohen’s ‘The Brothers Grimsby’ DOA
$SNE, $VIA
‘The Brothers Grimsby’ will mark the lowest opening of Sacha Baron Cohen’s career.
Sacha Baron Cohen’s comedy The Brothers Grimsby may not even hit $3.5-M, the worst opening of all time for the British comedian.
Cohen’s last comedy, The Dictator, opened to $17.4-M domestically in Y 2012, while Bruno debuted to $30.6-M in Y 2009. And in Y 2006, box-office sensation Borat launched with $26.5-M.
The Brothers Grimsby came in # 8 with $1.2-M from 2,235 theaters after being hammered by many critics and receiving a B+ CinemaScore.
Sony (NYSE:SNE) took over distribution duties from Paramount, a unit of Viacom (NASDAQ:VIA) in Y 2014 and planned to open the pic in July 2015. But following the hack and a change in leadership, the film’s release was pushed back several times, eventually landing DOA on 11 March.
In the R-rated comedy, Mr. Cohen stars as Nobby, a dimwitted English football hooligan from the town of Grimsby who reunites with his long-lost brother Sebastian (Mark Strong), a deadly MI6 agent.
Together, they set out to stop a massive global terror attack.
The raunchy R-rated film boasts a scene in which presidential contender Donald Trump accidentally contracts AIDS. Audiences boo’d and walked out.
Have a terrific weekend.
Paul Ebeling
HeffX-LTN
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