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No Good Deed Goes Unpunished at the Box Office

"Mandela: Long Walk To Freedom" Portraits - 2013 Toronto International Film Festival
Larry Busacca—Getty Images Actor Idris Elba of poses at the Guess Portrait Studio during the 2013 Toronto International Film Festival on September 8, 2013 in Toronto.

The Idris Elba film took the no.1 spot this weekend

No good deed ever goes unpunished — unless you’re talking about the movie No Good Deed, which took the No. 1 spot at box offices this weekend and seems to be doing just fine.

The film, starring Idris Elba as an escaped convict who invades the home of a young mother (Taraji P. Henson), earned a $24.5 million in ticket sales in the U.S. and Canada, while Dolphin Tale 2 swam behind it in the second spot with only $16.5 million, the Los Angeles Times reports.

Part of No Good Deed‘s success — the move was only expected to gross in the mid-to-high teens – could be attributed to its marketing team, which “hit it out of the park” on social media with the #TweetToEscape campaign, according to Rory Bruer, Sony Pictures’ distribution president.

Meanwhile, the Chris Pratt-lead Guardians of the Galaxy continued its intergalactic victory lap with another $8 million this weekend, bring its U.S. -Canadian gross to $305.9 million and its global gross to $612 million.

[Los Angeles Times]

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