It’s no way a shock that Transformers: Age Of Extinction performed spectacularly this weekend, both in the U.S. and overseas, but there are still discerning audiences out there who don’t toe the big-studio line when it comes to their movie-viewing decisions. Begin Again, another tuneful tale from the writer-director of Once, found a sliver of music-minded moviegoers to play along, grabbing the weekend’s highest PTA among newcomers. Starring Keira Knightley, Mark Ruffalo and Adam Levine, it grossed more than $148K for a respectable $29,665 average.
“I think that’s solid numbers. We view this exclusive opening as a preview for Wednesday’s [expansion],” said TWC’s Erik Lomis, president of theatrical distribution and home entertainment. The film drew a heavily female audience, with a 67-33 gender split, and a mix of art-house and commercial crowds. “I think it’s a date movie and will even out as it rolls across the country,” Lomis said. “[Women] just loved the movie.” TWC will expand Begin Again to 175 theaters in the top 45 markets, then add 60 more markets and up to 500 theaters the following week. “We love (writer-director) John Carney and the cast. There’s no explosions or anything like that. It’s a nice movie and counter programming for the summer.”