One Direction Flick Suffers One of Worst Ever Fri/Sat Drop-Off Rates

One Direction: This Is Us’ movie weekend box office: One of steepest Friday-to-Saturday drops ever (photo: One Direction members Harry Styles, Niall Horan, Liam Payne, Zayn Malik, and Louis Tomlinson) The 3D concert movie One Direction: This Is Us failed to get even close to the $20 million mark at the North American box office this Labor Day weekend (Fri-Sun) despite relatively strong opening-day grosses. Featuring One Direction band members Zayn Malik, Niall Horan, Harry Styles, Liam Payne, and Louis Tomlinson, and directed by Morgan Spurlock, whose Super Size Me was shortlisted for the 2004 Best Documentary Feature Academy Award, One Direction: This Is Us debuted at 2,735 locations, pulling in a not inconsiderable $8.9 million on Thursday evening / Friday, August 29-30, 2013, which should have meant approximately $20 million by Sunday evening — especially taking into account that Monday is a national holiday. But it was not meant to be. Whereas Justin Bieber: Never Say Never
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