The film was expected to be frontloaded, with its opening being driven by Harry Styles fans, but the weekend two drop of 62% and the domestic cume of $32.8 million is still underwhelming here. Last week’s champ Don’t Worry Darling came in second place, following up its respectable $19.4 million opening with a lackluster $7.3 million weekend two. One pretty good opening each weekend is not enough to sustain the box office, and the blockbusters can’t come soon enough, though a stronger turnout on smaller films, especially from adult audiences, would also be necessary for the numbers to return to pre-pandemic levels. The $63.4 million overall weekend box office is the best since August 19-21, but it is still the sixth weekend in a row to have the distinction of being worse than any pre-pandemic weekend in over two decades. Unfortunately, the rest of the box office has little to celebrate. Internationally the film grossed an additional $14.5 million for a global cume of $36.5 million.
The better than expected hold following its $8.2 million Friday-plus-previews gross bodes well for its long term potential, as do the pretty good reviews (75% on Rotten Tomatoes) and the not bad for a horror film B- CinemaScore. Time will tell if it has the legs that The Black Phone had (grossing $89.9 million from a $23.6 million opening) and Barbarian is having (opening to $10.5 million and now at $33.1 million after four weekends, and that’s off a budget of just $4 million), but this is a great opening even if it it plays like a more typically frontloaded horror film from here. This is all from a film that was once planned to go straight to Paramount+, only changing direction and ultimately getting a 3,645 theater launch after a strong response from test audiences. The $17 million budgeted scarefest nabbed the best opening since Bullet Train nearly two months ago, beating out bigger budget and more hyped titles such as The Woman King and Don't Worry Darling.
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Paramount’s cleverly promoted horror film Smile may be full of terror and trauma, but it is the sole bright spot in the box office this weekend, opening to $22 million and coming in first place by a huge margin.
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