The release of local film Happiness is a Four-Letter Word smashed box office expectations in its opening weekend.
The film starring an ensemble cast, with Khanyi Mbau, Renate Stuurman and Mmabatho Montsho in the lead, officially hit theatres on Friday and has proven to be a major success at cinemas.
The romantic drama in its opening three days saw 45 000 attendances and gross box office receipts of R2 371 782.
The film, which tells the story of three career women, trying to find the “happiness they so desperately desire” in the ‘city of gold’ – Johannesburg, was directed by Thabang Moleya, the movie was the best performing film of all new releases over the weekend; managing to beat international releases such as 13 Hours, Secret soldiers of Benghazi, Hail Caesar!, 50 Shades of Black and Trumbo and also ranked at number 3 on the Top 10 behind Deadpool and Vir Altyd.
“The opening weekend’s results for the film are simply overwhelming not only from local content perspective but also in comparison to Hollywood content. Rewarding for the whole Happiness is a Four -Letter Word team that great films get a positive response from audiences,” CEO of Ster Kinekor Entertainment Mario Dos Santos said in a statement.
Prolific names including pop songbird Lira and house maestro DJ Black Coffee garnered some viral buzz for the movie by sharing their excitement about watching the film on their various social media platforms.