Taraji P. Henson leads in this female-led comedy where her character gains the ability to hear men's inner thoughts, loosely flipping Mel Gibson’s 2000 classic, What Women Want. In our latest audience evolution report, we examine the audience from pre-release ticket sales (for the first time ever) and across the movie’s run from opening night into the third week. Some key insights:

• The pre-release audience for What Men Want were more than happy to avoid the rush of opening night and attend the film across the opening weekend, with over 50% of the audience attending later on opening weekend.
• What Men Want over indexed with African American moviegoers, accounting for 33% of pre sales and increasing from 24% to 31% after opening night to opening weekend. Across the full run, the audience was 34% African American vs an average of 15%.
• Due to the female-skewed theme of the movie, it’s no surprise that the female audience has over indexed throughout the theatrical run, with 63% female attendance vs an average of 47%.