Coming as #6 on the box office list, The Nanny Diaries grossed an estimated $7.8 million this weekend from 2,629 locations, proving another difficult release for The Weinstein Company and distribution partner MGM. Here are some related quotes:
When it came to chick film The Nanny Diaries, the film took in most of its haul from bigger cities, with audiences in smaller cities and towns largely failing to turn out. TWC is expected to tweak its media buying campaign to target locales where the nanny concept isn’t as prevalent as in big cities.
TWC co-chair Harvey Weinstein said word-of-mouth and an increased targeted marketing campaign should build buzz and turnout in those smaller markets. Pic also stars Laura Linney and Paul Giamatti.
“As we head into the Labor Day weekend holiday, we are committed to marketing the film to audiences all over the country and expect that it will continue to play,” Weinstein said.
From E! News:
The Nanny Diaries, the boss-from-hell tale that preceded The Devil Wears Prada in print but followed it to big screen, didn’t come close to matching Devil’s box-office might, thanks to an unfashionable $7.8 million opening weekend, per Exhibitor Relations Co. estimates.
“This is a book that took the literary world by storm, but filmdom is another story entirely,” Exhibitor Relations’ Jeff Bock said Sunday.