M3GAN is the first movie in over a decade to open above $30 million in the first week of the new year. rebeccaarubin dives into how the horror film shattered box office expectations:
“Universal did such a great job with marketing,” says Shawn Robbins, the chief analyst at BoxOffice.com. “‘M3GAN’ was already a viral hit after the initial trailers. That’s how you market to young audiences now.”
Senior Comscore analyst Paul Dergarabedian adds that “M3GAN” “resonated with the TikTok generation. It became meme-worthy, and that social resonance is key.”Beyond the clever promotional tactics, M3GAN’s handlers stuck the landing by delivering a crowd-pleaser that resonated with critics and audiences . That’s rare for horror, which isn’t a genre known for getting too many “Fresh” ratings on Rotten Tomatoes.
There’s not much new to say about horror’s red-hot box office run, but it remains true that few genres have been as reliable in pandemic times. Recent spooky standouts, like “Smile,” “Barbarian” and “The Menu,” beat expectations on reasonable production budgets, meaning they don’t have to break box office records to turn a killer profit. In the case of “M3GAN,” its $12 million price tag means its backers will be reaping big rewards by the end of its box office run.
In an ideal case of counter-programming, younger female audiences turned out in droves for “M3GAN” while older males and families continued to show up for “Avatar: The Way of Water.” In terms of inaugural crowds, 53% of ticket buyers for “M3GAN” were female and 44% were under the age of 25, according to Universal. By comparison, “The Way of Water” skewed toward men , while general audiences accounted for 83% of tickets sold in its first weekend.
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