The Boss Baby makes a dummy of UK box-office competition

Aggressive previews strategy allows The Boss Baby to hold off Beauty and the Beast in the family-film arena, while good weather kills off more mature offerings

While glorious sunshine at the weekend created very tough conditions for cinema operators across the UK, the Easter school holiday delivered up an audience for titles with a clear family positioning. DreamWorks Animation’s The Boss Baby posted £2.8m for the weekend period, just ahead of Beauty and the Beast’s £2.76m. However, a very aggressive previews strategy meant that The Boss Baby added takings from the preceding six days (1-6 April), essentially creating a nine-day opening “weekend” figure of £8.03m. In the same nine-day period, Disney’s Beauty and the Beast earned £12.21m.

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