Get on Up: James Brown Biopic Too Conventional for Our Times?

The weekend’s other debut, Universal’s James Brown biopic “Get on Up” strutted its way to $14 million — a so-so debut for a modestly priced $30 million piece of counter-programming.

Opening weekend audiences were older (90% age 25 and older) and African-American (70%).

With a CinemaScore of A, Universal distribution chief Nikki Rocco hopes the picture will be able to build on word-of-mouth.

“It’s where we thought it would be,” said Rocco. “We’re hoping with the exit poll data we’ve been receiving that the picture finds its way and can be an upscale and African-American choice throughout August.”