Fans flock to watch the action-comedy movie which has earned $9.5m in Middle East since its release on Friday
Iconic duo Will Smith and Martin Lawrence star in 60 second video filmed in VOX Cinemas Dubai to celebrate its release
Watch Will Smith & Martin Lawrence at VOX Cinemas, Mall of the Emirates in this link
Dubai, United Arab Emirates-: Bad Boys: Ride or Die has recorded the highest grossing opening weekend for a movie in 2024 at the Middle East box office. The action-comedy movie earned $9.5m in box office revenue across the region, setting a new record for the Bad Boys franchise, which consists of four installments. Its successful debut follows two premiere stops in the Middle East, the first stop being in Dubai, followed by Riyadh where the screening at VOX Cinemas Roshn Front marked the first Hollywood premiere to be hosted in the Kingdom.
Since its release on Friday, Bad Boys: Ride or Die has earned $105m at the global box office, surpassing its $100m projections. Saudi Arabia is one of the top-earning territories earning an estimated $4m at the box office (264,000 admissions) over four days followed by UAE with $2.9m (160,000 admissions)., representing a 78% increase on the previous installment – Bad Boys for Life (2020)
To celebrate the release of the movie, Miami’s finest Will Smith and Martin Lawrence are seen stopping to get popcorn and check out the latest blockbuster at VOX Cinemas Mall of the Emirates. The 60 second spot was shot while the iconic duo were in the Middle East as part of their international press tour and sees them driving a Porsche, the car driven by their characters Mike Lowrey and Marcus Burnett in the adrenaline-fuelled franchise. Scenes from the shoot were shared by both Will Smith and Martin Lawrence on their Instagram pages.
The film’s performance over the opening weekend demonstrates the impact of appealing to fans in the region with premiere stops and localized marketing initiatives. It is also unsurprising given the popularity of both edge-of-your-seat action movies and luxury fast cars in the region, two key ingredients of Bad Boys: Ride or Die.
