Friday Box Office Estimates Archive for October, 2017
Friday Box Office Estimates
There are a lot of reasons why the Saw franchise didn’t resurrect itself this weekend. For one, its fanbase is out of college now, it’s been seven years since the last film, and maybe not quite ready for nostalgia. For another, the potential audience that might have been drawn in now may not be clear on what the marketing was selling, aside from cool, fast-cut shots of mayhem. Meanwhile, the other two releases (Thank You For Your Service, Suburbicon) felt – much as the films last week did – like their distributors were slow-playing them. One can’t tell from Los Angeles how U was selling their film to military families and the red states, but it didn’t connect there either. Suburbicon got slaughtered in Toronto and served up this weekend.
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The only movie with a shot at $20 million is Boo 2! A Madea Halloween while four other wide releases crash and burn. All kinds of excuses are flying, but the basics are: the marketing didn’t inspire. Another classic… titles that don’t mean anything. If you asked someone who doesn’t watch trailers what Geostorm, Only The Brave, and The Snowman were about based on those titles, no one would come close. People do know what to expect from Madea, though it doesn’t look like this Halloween comedy will come close to matching the first Boo.The Killing of a Sacred Deer, Wonderstruck, and Jane will all open with over $10k per screen in exclusives.
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Happy Death Day marks another big Blumhouse opener, their third original of 2017 (no sequels from Blum this year) to open over $25 million with Universal. Also landing better than expected, Jackie Chan’s The Foreigner. Open Road cautiously released Marshall into a real-life distracted marketplace to soft results, around $3250 per screen on 821. Blade Runner 2049 didn’t sink like a stone, but was not particularly buoyant either. And Annapurna launched Professor Marston & The Wonder Women to indifference, likely under $600 per screen.
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