‘Moana’ Tops Slow Post-Thanksgiving Weekend With $28.4 Million

TVC E. “Moana” sailed to the top of the domestic box office for the second consecutive weekend. The Disney animated adventure picked up $28.4 million to push its stateside haul to $119.9 million.

Not that “Moana” faced much in the way of competition. The weekend after Thanksgiving tends to be a slow one for the movie business and this year’s edition was in keeping with that tradition. The only major new release, “Incarnate,” failed to sell many tickets, earning $2.6 million and falling short of its expected $4 million to $5 million opening.

“Incarnate” centers on a scientist (Aaron Eckhart) who enters the mind of an 11-year-old boy to rid him of an evil spirit. The horror film is the latest offering from BH Tilt, which is trying to contain distribution costs by orchestrating more targeted marketing campaigns for certain theatrical releases. “Incarnate” used digital advertising to try to better reach younger horror fans, and debuted on 1,700 screens, substantially fewer theaters than most studio movies unfurl across. It cost $5 million to produce.

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