COREY HAWKINS, GREGORY DIAZ IV, ANTHONY RAMOSMELISSA BARRERA, STEPHANIE BEATRIZ, LESLIE GRACE, DAPHNE RUBIN-VEGA and DASCHA POLANCO in ‘In the Heights’ Warner Bros. In the Heights is exactly the kind of movie everyone claims to want but then ignores when Hollywood actually makes it. We played ourselves. Warner Bros. had been trying to keep expectations in check for the last few months, knowing full-well that In the Heights was being commercially overhyped and that the online fandom/anticipation was not being matched outside the film nerd bubble. Hence the nationwide free Mother’s Day sneak preview and the deluge of free word-of-mouth screenings leading up to the film’s domestic theatrical debut. Even while Warner Bros. sold the living hell out of this $55 million musical, they knew they weren’t breaking through. At their best, Warner Bros.’ marketing is the best in the business at turning non-franchise films into “got to see this in theatres” event movies. Think, offhand, Magic Mike, The Conjuring, Gravity, American Sniper, It, A Star Is Born and Crazy Rich Asians. Unfortunately, the magic didn’t work this time. In the Heights placed second this weekend just below the third Fri-Sun frame of A Quiet Place part II, earning just $11.405 million. Rank and “A” Cinemascore grade aside, the gross is lower than the $14.1 million launc… Click below to read the full story from Forbes
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8 Reasons ‘In The Heights’ Stumbled At The Box Office
