‘Let Him Go’ Reps First Ever Back-To-Back No. 1 B.O. Opening For Focus Features
RelishMix DOTS TRACKING: It’s not common for a studio specialty label to lead the weekend box office two weeks in a row. But that’s the anomaly of pandemic times, and here we have Focus Features taking No. 1 again after last weekend’s Amblin horror film, Come Play, with the Kevin Costner-Diane Lane crime thriller Let Him Go with $1.47M yesterday (including $150K Thursday previews), on its way to an estimated $4.3M 3-day at 2,454 locations.
RelishMix points out that those young ‘uns on social media were keen to call out that Let Him Go stars Superman’s Earth mother and father. But that’s not how this western was marketed, and with an adult release like this, you’re not going to pull out all the stunts one would on a genre film. Let Him Go‘s entailed a straightforward trailer drop ten weeks ago, plus a behind-the-scenes featurette on Facebook of Lane and Costner discussing their rehearsal process. Costner is pushing the movie to his 2.3M followers on his Twitter, Instagram, and Facebook feeds, where he’s sharing movie materials and reviews.