‘Scary Movie’ Earns .5 Million in Previews, Approaches ‘Scream 7’ Numbers; ‘Masters of the Universe’ Collects Million on Thursday Night
In an impressive resurgence, the latest installment of the “Scary Movie” franchise, produced by Paramount and Miramax, is projected to open with a remarkable .7 million according to midday estimates, following a first Friday and previews that alone amassed .5 million across 3,490 theaters. This film marks a significant comeback for the Wayans Brothers, who were instrumental in creating the franchise but have been distanced from it since “Scary Movie 2” was released in 2001 due to unfavorable negotiations during the era of Dimension Films.
The film is attracting considerable attention, evidenced by robust social media activity. Analytics firm RelishMix reports an impressive online reach across platforms such as TikTok, YouTube, Instagram, Facebook, and X, with a total engagement of 653 million. This figure notably exceeds the typical engagement metrics for horror franchises by 2.7 times, attributed to a strategic promotion effort on TikTok in recent weeks, along with effective marketing strategies on Facebook and X.
The cast of “Scary Movie” has remained socially active in the lead-up to the film’s release, featuring prominent figures such as Marlon Wayans with 23.3 million fans, Regina Hall with 6.7 million, and Anna Faris with 5.3 million followers. Their collective online presences have contributed to the film’s visibility and thus its anticipated success.
Conversely, the competitive landscape of this weekend’s box office is also noteworthy. “Masters of the Universe,” an Amazon MGM Studios production, is predicted to secure a substantial second-place finish with an estimated .1 million after gaining .1 million through its Friday and preview screenings at 3,677 sites. This film serves as a modern adaptation of the iconic 1980s toy and animated series and aims to resonate with both nostalgic audiences and new viewers alike.
This weekend is shaping up to be exceedingly fruitful for theaters, projected to earn over 0 million across the top five films. This anticipated revenue significantly surpasses the performance of previous weekends this year, indicating a robust resurgence in audience turnout. A potential factor to watch, however, is the NBA Finals, as games featuring the New York Knicks and San Antonio Spurs could influence movie attendance.
Rounding out the weekend’s top contenders is A24’s “Backrooms,” which is expected to bring in around .5 million today, leading to a projected second-weekend gross of approximately .5 million. This film, part of a higher grossing venture for A24, is expected to result in a cumulative total of 5.6 million by the weekend’s end.
As the box office begins to stabilize, these developments highlight ongoing changes in audience preferences and the effectiveness of strategic marketing in driving engagement and attendance.
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