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While we know tentpoles can thrive in the post-pandemic marketplace, how are arthouse titles doing? Still wobbly, and again, it boils down to product, and whether that appeals or excites audience. It’s also +13% from 2019 ($109.1M), which was Easter weekend, when New Line opened The Curse of La Llorona, to $26.3M. RELATED: Jake Gyllenhaal And His ‘Covenant’ Co-Star Dar Salim Talk About Their New War Action Movie, Guy Ritchie’s Directing Style And What They Learned From Real Life Heroes That Inspired These RolesĪll films this weekend are eyeing $123.6M, +32% from a year ago.
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The movie excelled where it was expected: South Central, but also the West was solid with AMC Ontario Mills close to $8K. The mix was 44% Caucasian, 30% Hispanic and Latino, 10% Black and 15% Asian/other. Guys at 60% showed up, 45% between 18-34 years old, with the largest quad being 25-34 years old at 27%. PostTrak audiences also liked the Jake Gyllenhaal title at 92% positive, 77% recommend. Guy Ritchie’s The Covenantfrom MGM via STX landed an A CinemaScore for what’s was a $2.2M Friday and $6.28M three-day total in third place.
And that trailer where she’s trapped in the elevator, which was put out on social, I’ve never seen anything like that.ĭar Salim and Jake Gyllenhaal in ‘ Guy Ritchie’s The Covenant’, Everett Collection
On these horror movies, you have to find a hook, and something that resonates and that’s creepy - the masked guy in The Black Phone or wicked smiling people in Smile. RELATED: ‘Evil Dead Rise’ Review: Deadites Cause High-Rise Havoc In Lee Cronin’s Horror Venture “The filmmakers made a scary movie and the Warner Bros marketing team nailed it with evil moms,” beamed the studio’s domestic distribution boss Jeff Goldstein this AM. PostTrak is at 3 stars, 71% positive and 57% recommend. CinemaScore is a B - higher than the C+ which the 2013 Evil Dead remake did. Even if the movie goes down tonight, and the three-day total winds up to be $20M (which right now is not expected), CinemaCon will still be patting the Burbank, CA studio on the back after pivoting this intended HBO Max title to the big screen. That’s fantastic, and I’m hearing the negative pick-up cost for the film was $19M. That’s up there with recent pandemic genre hit starts, i.e. ‘The Super Mario Bros Movie’ © Universal Pictures /Courtesy Everett CollectionĮvil Dead Riseper Warner Bros this morning did $10.3M Friday, another $8.2M yesterday, -21%, for a fantastic $23.5M.
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WRITETHRU SUNDAY AM UPDATE after Saturday AM update: Illumination/Universal’s The Super Mario Bros Moviestayed on course with its third weekend estimate notching an $58.2M, which is the best third weekend for an animated movie ever, beating the $46.4M earned by Pixar/Disney’s The Incredibles 2 during June 29-Jwhich was a pre-Independence Day weekend.
There were also clip debuts on Latinos Against Spooky Shit and targeted content across Being Latino including Being Latino “Vecina” Meme, “Attack”, and “Cruda.” Stunted screenings including “Deadite” scares with Telemundo’s Hoy Dia and Buzzfeed’s Pero Like, were key in driving this pic’s leading demo of Hispanic and Latino moviegoers to a huge 35% (vs. New Line screened the movie across horror fan fests such as HorrorFind (Cincinnati), Overlook (New Orleans), C2E2 (in which the infamous cheese grater made an appearance), MegaCon Orlando, BeyondFest (Los Angeles) and more. Of course, grabbing all the genre fans’ attention with that SXSW premiere goes a long way and fired up great reviews.
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Key drivers in the “spooky mom: campaign led by Warner Bros marketing boss Josh Goldstine were the red- and green-band trailers that dropped January 3 and also trailered on that month’s hit horror pic M3GAN. That’s not far from the pre-pandemic opening of The Curse of La Llorona from New Line in the same third weekend in April 2019, which did $26.3M off a B- CinemaScore and finaled at $54.7M.
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New Line’s Evil Dead Risedid $6M Sunday instead of $4.9M, which puts the start of the latest installment of the horror series at $24.5M.
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