, studios didn’t exactly jump at the chance to finance a sequel to an urban comedy that grossed $10 million at the box office in 1998. The rap mogul wasn’t deterred, though, and instead put up his own money to produce the film, and tapped into the power of social media to fill the cast and market it.this week. “They don’t understand that it’s a market for urban movies, urban comedies, all of that.”in theaters and VOD on July 12.
“This is a movement to where African American and Latino filmmakers can own their product and put it in theaters and put it on VOD at the same time,” Master P said. “That way we can put money back into the community and we can helpComScore recently began compiling a chart documenting box-office performances of independent films.
The music mogul said it was Romeo’s idea to make the sequel. The two put up $5 million of their own money and produced it through Master P’s Genius Minds Productions. They filled the cast with social media stars rather than high-priced Hollywood talent, though Master P said the influencers were paid SAG-AFTRA wages.