Music documentaries don’t always sell well, but “One Direction: This Is Us” about the latest successful by band from Britain rode the crest of a great pre-release marketing campaign to score an estimated long weekend box office take in North America of $20.5 million, good enough for it to be in first place.
However, it was almost a veritable tie since “The Butler” continued to draw big crowds based on very positive word-of-mouth and took in an estimated $20 million.
In its fourth week in release, “We the Millers” finally broke the $100 million mark with a weekend total of $16.2 giving it $109.6 million total since it first opened.
Disney’s newest animated feature “Planes” was fourth over the weekend with $10.7 million. In fifth place was the new film “Instructions Not Included” at $9.3 million. For the balance of the estimated box office numbers from the Labor Day weekend, click on the link below.
Opening next weekend, “Riddick,” a continuation in the popular science fiction series.