Improbably based on a true story, the comedy Tag hits theaters next weekend. Based on a 2013 Wall Street Journal article, the film focuses on a group of pals who engage in a long-term version of the kids game. Stars include Ed Helms, Jeremy Renner, Jon Hamm, Jake Johnson, Isla Fisher, Annabelle Wallis, Hannibal Buress, Rashida Jones, Leslie Bibb, Brian Dennehy, and Lil Rel Howery. It marks the directorial debut of Jeff Tomsic.
The ads hype the “actually based on real stuff” angle, but I felt the trailer could’ve been a bit stronger. I’m not confident this holds any significant breakout potential. The Warner Bros release would likely love the achieve the $17 million debut of this spring’s Game Night and that might be the generous ceiling here. I’d say even with the cast of familiar faces, it doesn’t have the relative star power or laugh out loud promo materials. And I wouldn’t count Renner as this isn’t the genre he’s known for… see The House from a year ago.
Outside of the Hangover franchise, Helms has had a rough road recently as Father Figures was a dud and even his Vacation reboot fell a bit shy of $60 million three summers back. I’ll project this reaches low double digits to mid teens for a so-so showing. As we await the blockbuster comedic pic of this season, I have a hunch Tag is not it.
Tag opening weekend prediction: $13.4 million
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