How ‘The Nut Job’ Cracked ‘Frozen’s’ Grip on Family Box Office

That this coming Tuesday has been declared National Squirrel Appreciation Day by the National Wildlife Federation is one sign that the marketing team at Open Road Films left no acorn uncracked in promoting its new 3D animated kids movie “The Nut Job.”

Its $25.2 million first weekend at the box office is another.

“The Nut Job” finished third, behind two Universal movies, “Ride Along,” which set a new record for the Martin Luther King holiday weekend with $48 million four-day haul, and “Lone Survivor,” which posted a $26.3 million second week. “The Nut Job” also knocked “Frozen” out of the No. 1 family film spot it had held for nearly two months.  Read More...


http://www.thewrap.com/nut-job-cracked-frozens-grip-family-box-office/

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