Horror Pic ‘The Invitation’ Leads Worst Weekend At This Summer’s Box Office, All Pics Grossing $54M

Saturday AM Update: The summer box office is rocked with Sony’s new C CinemaScore horror film invitation leading with $6M-$7M in 3,114 theatres. Like the late Andy Rooney, I get a lot of mail from sources, but in this instance it’s about why it’s important to be gentle when covering the box office. We are still in the pandemic, we are not back yet, it is not good for our business to be bad, blah blah blah. However, putting random movies in theaters without huge P&A expenses does no good to the box office, or to the exhibitors. This weekend will rank as the lowest grossing weekend of the summer to date (some even lower) with an estimated $54M across all titles. If it makes anyone feel better, it’s not the worst weekend of the year. It’s January 28-30 when all titles made $34.9M at Box Office Mojo.

On some level, I understood: at the end of August. Most of the kids are back in school (ComScore says 32% were out K-12 yesterday, 38% were on college break), and Sony has traditionally had a horror movie in the later part of the summer. But let’s be honest, the more you spend, the more you gross. True, diagnostics in this period didn’t guarantee a studio enough to spend heaps of cash to open it, giving the vampire thriller a 29% critical rating on Rotten Tomatoes and a 53% audience score. But we have seen Sony do better in less: Their August film thin man Which had a D-, 8% critical score and 17% audience open at $11.3M on RT and a 2.7 multiple.

social media chat on invitation The positive ratings mixed with “fan comparisons and call-outs” weren’t terrible, according to Relishmix. Vanilla Sky, Ready or Not, Twilight, also the movies of Meghan Markle and Jordan Peele. Chatterjee wonders how these ingredients look perfect for a wild date-night vampire outing. ,

Let’s get away from the pandemic’s excuse that people don’t want to go back; It is only about the product. Disney proved it last year by opening a Marvel movie over Labor Day weekend Shang-Chi and the Legend of the Ten Rings For holiday record results of $94.6M. Great movies will freak people out at any time of year.

Yes, cinemas need it. But if we’re serious about the dramatic window and longevity of this part of the business to put some umpf behind it. What makes exhibitors run out of COVID bailout money, they’re desperate for anything, and powerless when it comes to a major studio deciding what’s the first big franchise title of the summer, halloween ends, Dramatic day and date goes. Let’s not be fooled, that maneuver will take away the earnings. There’s enough chatter among this broad audience between streaming and theatricals. More is starving for paid subscriptions.

It’s not like PG-13 rated invitation The film is somewhat old-fashioned: it’s targeted at the 18-34 crowd, which is currently attending the movies, making up 57% of ticket buyers of the demo picture. Like a run-of-the-mill PG-13 horror title, invitation More women slant at 57%. People under 35 replicated 70% of the crowd, with a diversity demo showing 44% Caucasian, 23% Latino and Hispanic, 18% Black and 15% Asian/Other. The film, directed by Jessica M. Thompson, was most widely accepted on the coasts and in the South. Seven of the top ten runs were in L.A. geared toward Latino and Hispanic moviegoers.

And not for choosing Sony, but, of late, yes, you, are guilty of shortening the P&A on the Lionsgate YA film Fall Which opened to $2.5M, and stands at $5.9M and with 74% of critic reviews on RT and a 78% audience score diagnosis with B CinemaScore, looks like there’s money left on the table. That picture could potentially have earned more. In short, let’s stop with the economic slide rule game at the box office, and really commit to the dramatic. Can we do that studio? Obviously, if it’s a bad movie, ship it to the domestic market, like they do with movies. The Last Temptation II. Sending awesome movies to the domestic market is not a new business model.

Given product shortages this weekend, MGM went much wider than anticipated at George Miller’s Cannes Film Festival premiere 3,000 years of longing Opening 67% of Rotten Tomatoes and B Cinemascore in 2,436 theaters for $2.9 million.