'Split' Tops Box Office For Third Weekend In A Row | HuffPost Entertainment

LOS ANGELES (Variety.com) - It was a squeaker, but Universals Split has edged past Paramounts Rings to narrowly claim victory at the domestic box office. The low-budget thriller retained its first place position for the third consecutive weekend, earning $14.6 million. So far, Split, the story of a man with multiple personalities, has made $98.7 million stateside, while costing just $9 million, making it very profitable indeed. The film stars James McAvoy , was directed by The Sixth Senses M. Night Shyamalan, and produced by Jason Blums Blumhouse Productions, the maker of Sinister and Paranormal Activity.

Its a darn good movie, said Nick Carpou, Universals domestic distribution chief. Its very satisfying for audiences. People seek out quality.

It was a quiet weekend for Hollywood. After all, most of Americas attention has shifted away from the multiplexes to the coming battle between the New England Patriots and the Atlanta Falcons. The two teams will meet at Super Bowl LI , and the high-profile matchup should ensure that the weekend box office closes on a muted note.

Rings, an attempt to revive a long-dormant horror franchise, earned $13 million. The first Ring movie opened to $15 million in 2002 on its way to a $129.1 million domestic gross, while its followup, 2005s The Ring Two, kicked off to $35.1 million, ending its stateside run with $76.2 million. Rings was delayed multiple times, and was originally intended to hit theaters in 2015. It cost $25 million to produce and, like its predecessors, focuses on a videotape that kills those who watch it. Overseas, Rings took in $15.2 million from 35 international markets, including Brazil, Mexico, and Russia. Paramount marketing and distribution chief Megan Colligan said she was pleased by the reception the film received here and abroad.

Its solid, she said. Internationally we did incredibly well and its nice to have over-performed in certain markets like Brazil. As for whether or not Rings will lead to more sequels, Colligan offered, time will tell.

Paramount has gone through a bruising period at the box office, enduring a stream of painful flops such as Allied, Ben-Hur, and Teenage Mutant Ninja Turtles: Out of the Shadows. The studio has scored with the Oscar-nominated Fences and Arrival, but is trying to exhibit greater consistency on the big screen. Thats seen as critical for the longterm survival of studio chief Brad Grey. He managed to make it through the ouster of Philippe Dauman, the head of Paramounts parent company Viacom and a one-time ally, but Grey must prove that he has the vision needed to restore the studios luster.

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