That’s debatable given how sucky August already is.

Some rival distribs think that the sequel, which is lower than the first installment’s first FSS of $18M, would have been better off next weekend where there’s more breathing room. Demos for Sinister 2 were 22% Latino, 23% African American and 42% Caucasian. Sinister 2wound up attracting those young females as originally tracked with 51% female and 59% under the age of 25. So it comes as no surprise to also find Paramount’s Mission: Impossible – Rogue Nationin second with $11.5M in its fourth weekend, towering above the three R-rated releases which annihilated each other in their quest for the under-25 crowd: Gramercy/Focus/Blumhouse’s Sinister 2with $10.5M in third, 20th Century Fox’s Hitman: Agent 47in fourth with $8.3M, and Lionsgate’s American Ultrain sixth with $5.5M. The story many studios have been writing this summer has been the prevalence of holdovers over fresh product. Given how more schools start up early, late August keeps getting earlier and earlier each year. That not only subtracts from weekday business, but keeps them away from the multiplex as school sports and other activities take up their time. Rentrak reported that 40% K-12 and 23% colleges were already in session as of Friday. In addition, young adults and kids are getting back into a school mindset. There’s even a faith-based film War Room jockeying for its share from 1,100 engagements. Labor Day weekend isn’t any better with Europa Corp’s genre reboot The Transporter Refueled and Broad Green’s adult-demo comedy A Walk In The Woods with Robert Redford and Nick Nolte. is opening the political action film No Escape with Owen Wilson and Pierce Brosnan. has the Zac Efron drama We Are Your Friends and The Weinstein Co. We’ll be in this lull for two more weekends, first because there’s nothing on the schedule that’s going to create a stampede: next weekend Warner Bros. 1 Overseas With $27.4M China Opening - International Box Office

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