Similar to last weekend before everybody rushes back to school, studios and distributors are trying to grab as much cash as they can. Today, for example, in the wake of Paramount opening Dora and the Lost City of Gold last weekend, Sony decided to have Rovio’s Angry Birds Movie 2 fly at 3,869 in what looks to be a $2.5M Tuesday.
Per ComScore, there are still 70% K-12 schools out today, but that number dwindles down to 56% by Friday, and 38% the following Friday, Aug. 23. The m.o. by the majors is to get as many of these pics that couldn’t be fitted on the regular summer schedule, out before the new school season really pulls people out of the multiplex.