Shoot Em Up

This coming weekend (8/24-26) offers 5 movies, and 1 of them stands out in early industry tracking. WAR (Lionsgate), from rap video director Phillip J. Atwell (he’s worked with 50 Cent, Xzibit and Eminem), is at just 45% Total Aware, but its Awareness with Males Under 25 is 64%. The Let Li/Jason Stathan action flick has the best Definite Interest of the 5 new releases with a decent 36%. Again, Under 25 Males lead the way as 42% say that they are interested. If Lionsgate plays this right with 2,200 screens and a late TV push, $10M-$12M is likely and $15M is a possibility.
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