The best option moviegoers could think of over the weekend was to see IT, either for the first time or again. The Stephen King adaptation took in another $17.3 million, driven by little but word-of-mouth and continued press coverage that’s been trying to dig into every nuance of the movie and its story to unearth new clues and hot takes to get people’s attention.
That meant Tom Cruise’s true-life drug running caper American Made was relegated to the second position. Apparently, audiences weren’t that eager to see Cruise not playing a super spy in a movie featuring a generic title. There may also have been an adverse reaction to the fact that the movie features a rather “down” ending that doesn’t involve Cruise’s character retiring peacefully.
Kingsman: The Golden Circle tied for second place with $17 million, continuing a relative success that seems driven both by positive word-of-mouth and by the continued release of new TV spots like this one that keeps playing up the over-the-top violence of the movie.
The LEGO Ninjago Movie survives in the fourth slot despite poor word of mouth by virtue of it being basically the only family-friendly release in theaters right now.
Taking up the rear of the top five is Flatliners which, despite a campaign that eschewed cheap nostalgic appeals, didn’t resonate with anyone, scoring terrible reviews that kept audiences away.