I still dont understand why Mother's Day is not being released Mother's Day weekend.

So they can have a killer hold.

Ha.

If they released it Mother's Day weekend it would have no staying power. This gives it breathing room. Can have a couple decent weekends before falling rather than just one.

1. JUNGLE BOOK - 43.69 MILLION (-29%)
2. KEANU - 11.5 MILLION (New)
3. MOTHER'S DAY - 10.9 MILLION (New)
4. HUNTSMAN: WINTER'S WAR - 10.5 MILLION (-46%)
5. RATCHET & CLANK - 7.02 MILLION (New)
6. BARBERSHOP: THE NEXT CUT - 5.89 MILLION (-44%)
7. ZOOTOPIA - 5.4 MILLION (-18%)
8. THE BOSS - 4.17 MILLION (-33%)
9. BATMAN VS SUPERMAN - 3.5 MILLION (-36%)
10. CRIMINAL - 1.7 MILLION (-45%)
11. GREEN ROOM - 1.645 MILLION

It wouldn't surprise me to see both Keanu & Mother's Day miss double digits this weekend.

That strategy may have worked if it wasn't a small film that was just dumped with zero exposure. It should have opened on Mother's Day weekend to gain at least some exposure. As it currently stands, it will be below grossing nothing by the time MD weekend comes around (it even burnt off the little demand it had), so the hold will be of little importance.

Mother's Day is next weekend, its drop will be miniscule.

Well, I wouldn't be so sure about that. It has 9% on RT. Bad WOM will not help it. But ok, let's say its drop is small. It would be a small drop from a small opening weekend! So there's no benefit. Whereas if it was opening next weekend it would have had the Mother's Day angle and may have even surprised and grabbed a few headlines as a surprise opener (with editors that want to differentiate themselves from all the Civil War articles). Their strategy of releasing it this weekend was surely more to do with Civil War than "we are clever and we think we will get a good drop next weekend".

Hmm. I was wrong. Seems to have worked.