Reebok's new campaign is checking all the right boxes.
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Somewhere in the middle of 2015 something weird happened: Justin Bieber became cool. I'm not saying he wasn't a cool person before, because I don't know him, but I feel like it is safe to say that he as an artist definitely wasn't perceived as cool before. So what happened? Let me explain.
Straight Outta Compton entered the box office chart at #1 on it's opening weekend, with $56.1 million on 2,757 screens. Not only did it therefore already, on it's first weekend, make twice the amount that it cost to make the movie, but it also nearly doubled “expert expectations”. It went on to stay at #1 for several weeks. What I want to talk about here are these "expert expectations"