In its opening three days Happiness is a Four-Letter Word received 45 000 attendances and gross box office receipts of R2 371 782. It was the best performing film of all new releases this weekend and did better than international releases such as 13 Hours, Secret Soldiers of Benghazi, Hail Caesar!, 50 Shades of Black and Trumbo. It is ranked at number three on the Top 10 after Deadpool and Vir Altyd.
Mario Dos Santos, CEO of Ster Kinekor Entertainment said: “The opening weekend’s results for the film are simply overwhelming not only from a local content perspective but also in comparison to Hollywood content. Rewarding for the whole Happiness is a Four-Letter Word team that great films get a positive response from audiences.” Ster-Kinekor has added six further screens to the current line-up in order to meet audience demand.
Based on Nozizwe Cynthia Jele’s award winning novel of the same name, Happiness is a Four-Letter Word tells the story of three close friends, perfectionist lawyer Nandi, glamorous housewife Zaza and trendy art gallery owner Princess, who all seem to be living the new South African dream but still searching for that elusive happiness they so desperately desire in their lives.
At the helm of the production team are Hard to Get producers Helena Spring and Junaid Ahmed, partnering with Bongiwe Selane. The trio put the project through an intensive three year development period in order to bring Happiness is a Four-Letter Word to South African cinemas. The film is directed by Thabang Moleya.