Grimsby set to be Sacha Baron Cohen's biggest box office flop
It fell behind both 10 Cloverfield Lane and Deadpool at the US box office
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Your support makes all the difference.While Sacha Baron Cohen may be furiously promoting his latest film Grimsby - from appearing at the Oscars as Ali G to doing a Reddit “ask me anything” - it doesn't seem to be having much impact on the film’s box office takings.
According to Deadline, the film - retitled The Brothers Grimsby in the US - is set to take just $3.1 million (£2.2 million) from 2,235 cinemas in its debut weekend, making it a career box-office low for the comedian.
In comparison, Borat made $26.5 million and The Dictator made $17.4 million in their opening weekends. However, Grimsby faced R-Rated competition from the surprise release of 10 Cloverfield Lane and the on-going success of Deadpool, expected to take $24.5 million and $10.5 million respectively.
The report details how the film may have been 'too British' for marketing material and featured Mark Strong prominently, Strong himself not being a big box office draw.
Deadline also says that Sony spent over $7.7 million on TV spots in the last week, aimed particularly at younger audiences.
In the UK, where Grimsby was released a week earlier, the film also failed to light up the box office, taking in just £1,928,789 million from 522 sites, falling behind Deadpool which remained champion of the box office week with £2,987,877.
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