Box Office Report: Logan Not So Lucky

by Dov Kornits

Thursday August 17 – Sunday August 20, 2017

With a directive from Soderbergh himself, in the US, Logan Lucky was released in an unconventional manner, coming almost out of the blue, with marketing focused on the two weeks prior to release. The will-he-won’t-he hang up his boots filmmaker came out of retirement swinging, with a proven ability to deliver a heist film populated with some of the most desirable actors on the planet. Outside of the NASCAR states such as Carolina, the well-reviewed film fizzled, especially compared with the poorly reviewed The Hitman’s Bodyguard. The take away? Unless you risk spending a bomb on marketing, films struggle to reach the mainstream consciousness, and perhaps targetting your film to its tribe is a wiser move.

In Australia, a similar pattern emerged with Annabelle: Creation continuing its reign at the top with a screen average more than double that of Logan Lucky.

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Box Office figures courtesy of the Motion Picture Distributors Association of Australia