For the second week in a row, The Boss Baby is the #1 movie in America. How is the infant CEO still ruling the box office? Dreamworks capitalized on an incredibly weak movie weekend, a formula that’s proven successful in the past. Plus, it doesn’t hurt casting America’s sweetheart, Alec Baldwin as the baby.
This, frankly, was a pretty lackluster weekend for movies. The biggest release was the unwanted The Smurfs: The Lost Village and the reviews were as crusty as Grouchy Smurf (it was called “mind-numbing” and offering “absolutely nothing to anyone over the age of five.) The other big release was Going In Style, and the less said about the Zack Braff-directed story of septuagenarians partying in Vegas, the better. So, instead of seeing little blue people and old guys, movie-viewers went to go see Boss Baby or Beauty and The Beast. Disney’s live-action film continued to slay at #2, netting nearly $1 billion worldwide. Boss Baby‘s business acumen topped it, though.
And this just isn’t happenstance: Late March is the Dreamworks’ sweet spot. Since 2009, the film studio has found success by releasing How to Train Your Dragon, Monsters vs. Aliens, The Croods, and Home in late March. The films grossed at least $150 million in the U.S., and The Boss Baby is not far behind, with an estimated $90 million box office. Dreamworks has timed their films around the blockbuster season (near big holiday weekends), but those were often sequels of successful franchises, like Kung Fu Panda and Shrek. Smart move, Dreamworks.
It’s also smart to have Alec Baldwin. The actor has turned everything he touches into comedic gold since he donned the Donald’s orange wig. Of course, this all changes by Thursday. That’s when Dom Toretto and his family of drag racing operatives hit screens in The Fate of the Furious. No business acumen, baby or otherwise, will help Dreamworks take down that family.