Lionsgate’s ‘Madea’ Uses Social Media to Boost Box Office

Associated Press: Tyler Perry bested Tom Cruise at the box office this weekend. Perry’s “Boo! A Madea Halloween” opened in the top spot with an estimated $27.6 million, edging Cruise’s “Jack Reacher: Never Go Back” into second place. Lionsgate leveraged the social media audiences of Perry and his cast as well as promotional videos like one featuring Jimmy Fallon as Trump alongside Madea that ended up going viral.