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3w ago

Michael B. Jordan’s Low-Profile Strategy Pays Off with ‘Sinners’ $350M Box Office

Jordan followed Denzel Washington’s counsel to stay offline; ‘Sinners’ has earned $350 million ahead of its launch on digital platforms on July 8 via 4K UHD, Blu-ray, DVD

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Director Ryan Coogler and Michael B. Jordan attend the European premiere of "Sinners" at Cineworld Leicester Square on April 14, 2025 in London, England.
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Overview

  • Jordan credits Denzel Washington’s advice—“Why would they pay to see you on a weekend if they see you all week for free?”—for his decision to keep a minimal social media presence.
  • He maintains a single Instagram account with 25 million followers but limits posts to press tours in order to preserve audience demand.
  • ‘Sinners,’ Jordan’s latest collaboration with Ryan Coogler, has grossed $350 million worldwide since its early 2025 theatrical release.
  • The film reunites Jordan and Coogler following Fruitvale Station, Creed and Black Panther and features a period-set supernatural thriller narrative.
  • Warner Bros. will extend the film’s reach with a digital release and 4K UHD, Blu-ray and DVD editions due on July 8.