We’ve never had a situation where an R-rated horror movie’s box office performance can be compared to that of a major superhero film, but “It” has managed to do just that after making a genre record-shattering $123 million opening this past weekend. It’s the third highest opening of the year, and at a $35 million budget, it’s the cheapest movie ever to earn a $100 million-plus opening.
Now the next question is, can the film keep this strong showing going into the coming weekends?
Early signs are already looking good. On Monday, “It” made a whopping $8.8 million at the box office, the most ever on a Monday in September. At $132 million, it is expected to pass “The Green Mile” to take the domestic box office record for any Stephen King adaptation after Tuesday’s numbers are added.
Traditionally, horror movies have a reputation for being front-loaded when it comes to box office performance. Hardcore fans of the genre pack the seats on opening weekend, but after that, there’s little mainstream interest to keep numbers up in the following weeks. One example of this is “Paranormal Activity 3,” which had one of the biggest horror openings ever prior to “It” when it made $52 million in October 2011. That ended up being half of “PA3”‘s total domestic gross, as the following weekend it fell 65.5 percent to $18.1 million.
But the major horror successes of 2017 have been able to take advantage of strategic release dates and built-up audience interest to find longer-lasting box office success, namely, “Get Out.” Having hooked the attention of moviegoers who wouldn’t usually go to a horror film, “Get Out” kept its drop-off below 35 percent through its first four weekends even in a busy March market, starting with a $33.3 million opening, followed by $28.2 million in its second frame. “Get Out” finished its run with $175.4 million, boasting an incredible multiple of 5.26 times what it earned in its opening weekend.
“It” will be aiming for similar longevity, but on a larger scale — much larger than anyone anticipated. By the end of next weekend, “It” should blow by “Get Out”‘s domestic total, enter the top 10 list for 2017, and will soon become the 15th R-Rated film to gross more than $200 million. It’s not expected to face very stiff competition this weekend, as new releases “American Assassin” and “mother!” aren’t projected to make more than $15 million in their respective openings. A drop-off of less than 60 percent will give “It” $50 million, putting it in the neighborhood of the $56 million second-frame total that “Deadpool,” the R-rated movie opening record holder, made last year.
Tougher competition will come next weekend in the form of “Kingsman: The Golden Circle,” an R-Rated action sequel that is aimed at the 18 to 35 demographic that “It” went after and is projected to make $45 million to $50 million. Then, in October, we will see if “It” will become the Halloween horror film of choice for audiences as it competes for attention against Universal’s “Happy Death Day” and the return of the “Saw” series in Lionsgate’s “Jigsaw.”
And if “It” shows longevity, it will soon be on pace to pass this year’s highest-earning R-Rated film, “Logan,” which made $226 million domestically. If that happens, Hollywood may soon be talking about whether it’s time to start putting more money into horror.
7 Biggest Fall Box Office Showdowns, Including 'Ninjago' vs 'Kingsman' (Photos)
"Thor: Ragnarok," "Justice League" and "Star Wars" will surely dominate the box office in the remaining months of 2017. But along with those would-be blockbusters are several smaller films competing for moviegoers' attention. Here are the seven head-to-head box office showdowns to look out for this fall.
Sept. 15: “mother!” vs. “American Assassin”: If its trailer and NSFW poster are any indication, Darren Aronofsky’s horror show looks like its going to be as terrifying and unforgiving a movie as one can expect. While critical acclaim could give it a boost, “American Assassin” has more crowd pleasing elements with “Teen Wolf” star Dylan O’Brien in the lead, and a story based on Vince Flynn’s best-selling Mitch Rapp novels.
Sept. 22: "The Lego Ninjago Movie" vs. "Kingsman the Golden Circle": Like its "Lego Movie" predecessors, "Ninjago" should be a big draw for family audiences who haven't had a major film for them since "Despicable Me 3" and "The Emoji Movie." Facing it is the R-rated "Kingsman" sequel, which will aim to turn the cult following its predecessor earned into a strong opening.
Sept. 29:"Flatliners" vs. "American Made": After starring in the critically maligned "Mummy" remake this summer, Tom Cruise will star in "American Made," which tells the true story of an an airline pilot who becomes a drug smuggler and later a DEA informant. Facing it will be Columbia's "Flatliners," a sequel to the 1990 cult hit about experiments that induce near-death experiences.
Oct. 20: "Only the Brave" vs. "Geostorm" vs. "The Snowman" vs. "Boo! 2": A quartet of wild card releases hit theaters in the third weekend of October. The one that has the best shot of a strong opening is "Boo! 2," the latest film in Tyler Perry's popular "Madea" series. The first "Boo!" made $28.5 million in its opening weekend.
Oct. 27: "Jigsaw" vs. "Suburbicon": It was only a matter of time before the "Saw" franchise came back to play another game, but after "It," "mother!" and "Happy Death Day" hit theaters, will audiences come back for a fourth helping from an old franchise on Halloween weekend? Against it is Oscar contender "Suburbicon," which features -- get ready -- George Clooney directing Matt Damon, Julianne Moore and Oscar Isaac from a script co-written by the Coen Brothers.
Nov. 10: "Daddy's Home 2" vs. "Murder on Orient Express" vs. "Thor: Ragnarok": After posting the worst box office performance of his career with "The House," Will Ferrell will try to do better with a sequel to his 2015 collab with Mark Wahlberg. Kenneth Branagh's star-studded adaptation of Agatha Christie's famous murder mystery novel will also release this weekend, but both could fall to "Thor: Ragnarok," which will be in its second weekend.
Dec. 22: Christmas Releases: Let's be real. All of these holiday weekend releases will be fighting for whatever scraps of moviegoers "Star Wars: The Last Jedi" leaves behind. But "Pitch Perfect 3," the final installment in Kay Cannon's hit musical comedy, has a real shot at a solid opening. Other movies in this group include an adaptation of the TV series "The Six Billion Dollar Man" and Oscar contender "Downsizing," which stars Matt Damon as a man who joins a growing group of people who shrink themselves and join miniature communities.
We know “Thor: Ragnarok” will dominate when it opens in November, but here are the most competitive weekends to watch
"Thor: Ragnarok," "Justice League" and "Star Wars" will surely dominate the box office in the remaining months of 2017. But along with those would-be blockbusters are several smaller films competing for moviegoers' attention. Here are the seven head-to-head box office showdowns to look out for this fall.
