The third installment of the “Now You See Me” franchise, titled “Now You See Me: Now You Don’t,” topped the North American box office with an impressive $21.3 million in its opening weekend, surpassing the high-profile action film “The Running Man,” which earned $17 million. This new film comes nearly ten years after the release of the second installment, contributing to a reported global opening weekend total of approximately $75.5 million when factoring in ticket sales from 64 international territories.
Kevin Grayson, Lionsgate’s president of worldwide distribution, expressed his surprise at the film’s success, stating, “Honestly, I didn’t see us being number one for the weekend about 10 days ago,” but emphasized that their marketing strategy played a crucial role in building momentum leading into the weekend. He noted that the franchise’s enduring appeal, combined with effective publicity efforts, positioned them strongly for the upcoming holiday season.
The franchise, which began with its first film in 2013 followed by a sequel in 2016, has overall grossed over $686 million worldwide. The latest installment sees the return of beloved characters portrayed by Jesse Eisenberg, Woody Harrelson, Isla Fisher, and Dave Franco, while also introducing younger magicians represented by Dominic Sessa, Ariana Greenblatt, and Justice Smith. Notably, a fourth film is already in development.
Audience reactions have been mixed; while “Now You See Me: Now You Don’t” holds a 59% rating on Rotten Tomatoes, about 63% of viewers polled indicated they would recommend it to others. Conversely, “The Running Man” garnered a slightly lower audience score with 58% recommending it, despite both films receiving a B+ CinemaScore from audiences.
Demographic analysis revealed that women made up 54% of the audience for “Now You See Me: Now You Don’t,” contrasting with the 37% female audience for “The Running Man,” highlighting a shift in appeal between the two films.
The positive reception for “Now You See Me: Now You Don’t” signals a revitalization in audience interest in theaters, suggesting that, despite various challenges facing the film industry, the combination of familiar franchises with fresh storytelling can successfully draw audiences back into cinemas. As the cinematic landscape continues to evolve, such developments foster a sense of optimism for future releases and the potential for box office recovery.