SATURDAY AM UPDATE: With the release of Stephen King’s New Line adaptation Salem Bundle in what was a lucrative post-pandemic Labor Day weekend, Disney stepped in and reserved its horror title 20th Century Studios Barbaric. This pic, directed and written by Zach Cregger, follows a woman staying at an Airbnb, who discovers the house she rented isn’t what it seems. The film grossed $3.8 million on Friday (including $850,000 in Thursday night previews) and is poised to make around $9 millionmaybe double digits at 2,340 theaters.
Why did Disney keep this movie in theaters instead of sending it to Hulu? They were impressed with the test screening scores and knew the critics would love it too (they rated it 92% certified on Rotten Tomatoes) and rolled the dice. We punched Sony in the nose two weeks ago for not falling behind The invitationwho saw a $6.8M early (and current total of $18.6 million. However, the situation with horror movies is no longer that studios often rely on P&A in their spending on these titles (less than $20 million) to seek greater benefit. If there isn’t much heat in the walk-up, they don’t spend. With this film, Disney hopes to take advantage of word of mouth with Barbaric. Tonight will determine if Barbaric tips north of $10 million. Audience scores aren’t quite as good as the 70% positive review scores on Comscore/Screen Engine’s PostTrak with a 54% recommendation and a C+ CinemaScore. The guys showed up to the R-rated title at 59% with 74% between 18-34. The diversity mix was 45% Caucasian, 25% Latino and Hispanic, 16% Black, and 14% Asian/Other. Barbaric had most of its dollars on the coasts and in the southwest. The top ten theaters were in New York and Los Angeles, with PLFs generating a third of ticket sales without Imax.
Meanwhile, Disney’s Star Studios‘ Brahmastra Part One: Shiva, which I’m told is akin to a Marvel movie in India, is booked in 810 theaters in 172 markets and is seeing $1.9 million today (including $700,000 Thursday night previews which started at 5 p.m.) and 3 days of $3.5M at $4.5 million. PostTrak is 70% positive and 60% recommended. Prints were in Hindi, Malayalam, Telugu and Tamil. Guys showed up at 55%, 71% between 18 and 34, with Asian and other audiences at 88%. The North East and Canada saw the most business with nine of the top ten races. Strong ticket sales in New York, Chicago, Dallas, San Francisco, Seattle, Boston and Austin, as well as Toronto and Vancouver.
Fathom’s also opens in the top 10 brand of life in 1,560 cinemas, a religious film by Kirk Cameron from director Kevin Peeples. Loglin: David’s comfortable world is turned upside down when his birth mother unexpectedly reaches out to him, eager to meet the 18-year-old son she’s only held once. Decent runs we here in Dallas, Atlanta, Houston, Phoenix, Charlotte, Nashville, Kansas City, San Antonio for a $855,000 Friday and about 3 days from $2.2M.
Still low single-digit numbers on these new openers put the weekend at around $39.9 million for all movies, which will end as the second-highest-grossing weekend of 2022 so far after the 28th. -January 30 which only produced $34.9 million.
We will have more updates for you soon.