"It" Revives a Dying Blockbuster Season with a Stunning Over Performance | 2 or 3 Things I Know About Film >> Film Film reviews, essays, analysis and more Film | 2 or 3 Things I Know About Film >> Film Film reviews, essays, analysis and more
“It” Revives a Dying Blockbuster Season with a Stunning Over Performance

September 8 - September 10, 2017

  1. It (Opening) - $117.1m

  2. Home Again (Opening) - $9.0m

  3. The Hitman’s Bodyguard (4th) - $4.8m

  4. Annabelle: Creation (5th) - $4.0m

  5. Wind River (6th) - $3.2m

  6. Leap! (3rd) - $3.2m

  7. Spider-Man: Homecoming (10th) - $2.0m

  8. Dunkirk (8th) - $1.9m

  9. Logan Lucky (4th) - $1.8m

  10. The Emoji Movie (7th) - $1.0m

 

Also opening:

  • 9/11 - $120k ($284 avg)

  • Rebel in the Rye - $44k ($11k avg)

  • Trophy - $3.4k ($3.4k avg)

THE GOOD

It. Need I say more? It matched Spider-Man: Homecoming’s opening if that doesn’t say enough. Let’s dig into some stats. First of all, it also beat 2017 Stephen King adaptation The Dark Tower’s $48m total before the weekend even began from Thursday and Friday previews. It’s a short $20m away from beating The Green Mile and becoming the highest grossing of his adaptations.

It completely blows apart the Fall season. The previous September record was Hotel Transylvania 2’s $48m and the previous record for the whole season was Gravity’s $55m. It more than doubles that. It’s the highest grossing R-rated horror film by also more than double - beating Paranormal Activity 3 - and already the 5th highest grossing R-rated horror film in general.

Of course, it’s a monster. We could be looking at $300m total, which is unprecedented. The Stranger Thingsesque 80s nostalgia element is what really sealed this film’s popularity, let alone the weak August, good reviews and brand recognition. However, It does not take the highest grossing R-rated film record as it doesn’t really come close to Deadpool’s $132m opening in February. Still, a great showing. And it still has spooky October to look forward to.

THE BAD

There’s nothing really worth the ‘bad’ moniker after It’s monster weekend, and Home Again hardly disappointed low expectations, but it’s worth pointing out how badly it failed as counter programming. It’s fair to say that there’s little overlap in Home Again and It’s demographics, but the $110m gap between our #1 and #2 makes it the 5th largest of all-time behind gaps set by The Force Awakens, two Twilights and The Dark Knight.

THE UGLY

Sometimes it’s satisfying when a film fails. Let’s point at the failure of Charlie Sheen/Whoopi Goldberg/Luis Guzman’s 9/11. I think the theater average speaks volumes. Between 425 theaters, it had an average of just $284, resulting in a weekend total of $120k. I could find more loose change in those 425 theaters. You can’t blame It for that.