SATURDAY AM UPDATE: The bowels of the summer box office have been reached, with Sony’s new C CinemaScore horror movie The Invitation leading with $6M-$7M at 3,114 theaters. Like the late Andy…
at 3,114 theaters. Like the late Andy Rooney, I get a lot of mail from sources. But in this instance, it’s about why it’s important to be gentle when covering the box office: We’re still in the pandemic, we’re not back yet, it’s not good for our business to be nasty, blah blah blah.
On some level, I get it: It’s late August. A majority of kids are back in school , and Sony traditionally has had a horror film during this latter part of the summer. was a wonderful hit for them back in late August 2016, opening to $26.4M and ending its run at $89.2M. Let’s get away from the pandemic excuse that people don’t want to go back; it’s simply about product. Disney proved that last year by opening a Marvel movie over Labor Day weekend with to holiday record results of $94.6M. Great movies will get people out at any time of year.
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