STXfilms will open their AFM acquisition Poms on May 10, Mother’s Day weekend.

The Diane Keaton movie opens close to a year after her previous hit spring comedy Book Club which earned $90M WW. When it comes to launching female-skewing fare, studios try to capitalize on Mother’s Day weekend as a launch pad. It’s where such pics as Melissa McCarthy’s mother-daughter comedy Life of the Party opened a year ago ($17.9M), and where Fox’s Amy Schumer-Goldie Hawn comedy Snatched opened in 2017 to $19.5M.

STX took U.S. rights to the eOne-produced Poms for $8M-$9M at AFM, as exclusively reported by Deadline

Keaton plays a woman who after moving into a retirement community, starts a cheerleading squad with fellow residents. Pam Grier and Jacki Weaver also star. Zara Hayes directed the script by Shane Atkinson based on a story by Hayes and Atkinson. Kelly McCormick, Alex Saks, Mad as Birds Films’ Andy Evans, Ade Shannon, Ceyln Jones and Sean Marley produce. EPs are Rose Pictures’ Rose Ganguzza, Keaton, eOne’s Nick Meyer and Marc Schaberg, and Will Greenfield. eOne’s Sierra/Affinity is handling foreign sales.