Sony Pictures/AFFIRM Films/Provident Film’s faith-based family drama WAR ROOM  continues to exceed expectations, on pace to take the box office crown in its 2nd weekend. After opening as the #1 faith based movie of 2015 and the highest in the genre since HEAVEN IS FOR REAL  (4/16/14), WAR ROOM had an incredible hold in its second weekend. The film is poised to take in $12.3 million from 1,526 locations for the 4-day holiday weekend, which brings the estimated total to $28.663 million.
Word of mouth, media attention, grassroots marketing and social media sharing continued to propel audiences to the theater over the holiday weekend.
“Through several key elements including the strategic screen expansion, the targeted chase media campaign and promotions, the growing support from both the core audience as well as key leaders, churches, organizations and ministries in the faith community, we were able to ensure greater awareness of and access to WAR ROOM this past weekend”
said Tana Evans, Vice President of Marketing and Distribution for AFFIRM Films.
“There is obviously a demand for quality content that resonates with the faith audience. AFFIRM Films  is excited to have partnered with Provident Films and the Kendrick Brothers once again on a film that is affecting the lives of millions of people across the country and the world.”
WAR ROOM is the fifth film from Alex and Stephen Kendrick (COURAGEOUS , FIREPROOF , FACING THE GIANTS , FLYWHEEL) and has enjoyed media coverage from outlets such as Associated Press, Washington Post, Entertainment Weekly, Forbes, USA Today, Entertainment Tonight, CBS, FOX News, and others.
“This was a huge team effort between AFFIRM, Provident, the Kendricks and hundreds of churches and ministries to share an authentic story of faith that clearly resonated with the audience”
The budget for this PG-rated film was $3.5-million. With an A+ CinemaScore, WAR ROOM is expected to have long legs well into the fall season.
A Kendrick Brothers production, WAR ROOM is distributed by Sony’s TriStar Pictures with marketing by Provident Films and AFFIRM Films. A Kendrick Brothers production, WAR ROOM is distributed by Sony’s TriStar Pictures with marketing by Provident Films and AFFIRM Films.