Nolan branded Dunkirk is currently the number one movie in America, but the real underdog story for the weekend has got to be The Emoji Movie.
With it’s score on Rotten Tomatoes hovering around 8% and CinemaScore’s B rating (a death knife for animated movies) one has to wonder why The Emoji Movie is doing as well as it is. It’s earning $25.6 Million in it’s opening weekend and is currently neck and neck with action-packed Dunkirk.
It seems that the gigantic and very targeted social media campaign has worked wonders for the film about a cute concept with no depth or potential for extended universes. With the franchise outlook pathetic and no memorable characters Sony somehow hopes to gain 3X the $50 million budget. Though, it remains to be seen whether audiences will stick around.