What was Paramount's marketing strategy? No Fear. It has also earned $93.7m worldwide as it debuted in 19 international markets as well.
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The film played 61% male, 55% over-25 years old, and 36% Hispanic. For what it's worth, adults gave the film a "B" Cinemascore grade while kids gave it an "A". Their popularity may have seemingly peaked for we adults in 1990, but the franchise never really died.
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There have been various incarnations of the Kevin Eastman/Peter Laird creation since its inception in 1984, from three long-running animated series, countless (often terrific) video games, to no less than four theatrical movies. The first Teenage Mutant Ninja Turtles movie debuted with $25 million back in March of 1990, back when that was one of the biggest opening weekends of all time. This one played to everyone, from the kids who discovered the property through its more modern incarnations to adults who were fans in the 80's and 90's when the franchise first came about. The film pulled a solid 2.53x weekend multiplier, earning just 6.9% of its weekend via Thursday previews. This is frankly the kind of "We should have seen this coming!" box office surprise that makes this game fun. But even with poor reviews and Guardians of the Galaxy offering buzz-stealing competition, the TMNT revamp played well all throughout the weekend, including $4.6m in Thursday previews and a $25.6m opening Friday. Will pundits still cry foul if this August turns out to be the biggest on record (which it may well at the rate we're going)? Anyway, Teenage Mutant Ninja Turtles, the $125m franchise reboot produced by Michael Bay, directed by Jonathan Liebesman, and starring Megan Fox, was projected to open at around $40-$45m over its debut weekend. Heck, just over the last two weeks we've seen the biggest August debut ever by about 36% and now the fourth-biggest August debut on record. Brief digression: For a summer box office that's allegedly in some kind of slump, this is the fourth week of terrific debuts for the would-be new release. Paramount's (Viacom, Inc.) Teenage Mutant Ninja Turtles shell-shocked its way to a terrific $65 million opening weekend.