Act of Valor (Relativity)
– $70 million
The Bandito Brothers spent
on this patriotic action film, which stars real-life Navy SEALs in its lead roles.
Relativity picked up the film for a modest $13 million and then marketed it
aggressively, taking out four Super Bowl commercials to get Americans excited
about the military adventure. Relativity also targeted country music fans by
having Keith Urban sing an officially released song on the movie’s soundtrack.
(An Aussie? Go figure!) On its opening weekend, the SEALs easily held of Tyler
Perrys Good Deeds and shot up $24.5 million worth of tickets. Thirteen weeks
later, Act of Valor was still selling tickets, thriving despite its R-rating and lack of
bankable stars.
Original Story
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