The heist thriller, "Contraband," managed to score the top spot at the box office this weekend with a some perfectly executed timing.
The Mark Wahlberg film, which made off with a haul of $24.1 million according to Hollywood.com,
avoided the crowded field of action movies hitting the multiplex in the coming months.
“You could put a movie like ‘Contraband’ out in the summer, but you'd have to spend so much money marketing it it would kill the profits,” says Paul Dergaradedian, box office analyst for Hollywood.com.
“Releasing this in January where you don't have to commit all the advertising you need to go up against movies like ‘The Avengers’ and ‘The Dark Knight Rises’ is a really smart choice.”
Disney’s 3D re-release of “Beauty and the Beast” finished in second place with $18.5 million. Industry experts, though, say the film might get an extra bump from Martin Luther King’s Day holiday, when kids are off from school.
The weekend’s other major new release, “Joyful Noise,” finished in fourth place — behind “Mission: Impossible - Ghost Protocol” — with a disappointing $4.1 million.
Last week’s champ, “The Devil Inside,” plummeted into sixth place with $3.1 million — a 77% drop — as word of mouth and scary critical reviews caught up with the horror film.
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