This week’s marketing winners, losers and newsmakers.
Winners
“Mean Girls”: The remake of 2004’s hit soared past expectations by fetching $33.2 million over its opening Martin Luther King Jr. holiday weekend. Despite some confusion regarding the musical nature of the film (reported to be an intentional marketing strategy so as not to repel those who prefer characters not to spontaneously break out into song), “Mean Girls” beat out No. 2, Jason Statham’s new action movie “The Beekeeper.” The new “Mean Girls,” which again stars film writer Tina Fey, is also becoming a fashion influencer, appealing to multiple generations whether they wear pink on Wednesdays or not. Smart retailers saw it coming—Walmart released a “Mean Girls” Black Friday ad last year, and American Eagle just collaborated on a clothing collection. You go, Glen Coco.