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.