As ‘Freaky’ Leads Weekend Box Office, Theaters Look Like a PVOD Marketing Device
Even as Covid-19 infections seem to reach new heights on a daily basis, theatrical grosses remained stable; the top 10 accounted for a little less than $11 million. By every other macrostatistic, however, the results remain unsustainable. Of the 3,000 complexes currently open, about half with eight or more auditoriums, the average weekend take is $5,000-$6,000. In normal times, the average would be around $50,000. Aggregate grosses are around 10 percent-15 percent of normal; this weekend last year saw a top 10 of $90,000.The disappointments this weekend start with “Freaky.” Trying to predict what the Universal and Blumhouse Productions horror comedy would do was an inexact science; in recent weeks, $4 million has been the ceiling for a wide release. The hope was a more mainstream entry like this one could see $6 million or better.At $3.7 million, it didn’t. Is it the increased resistance to going out? Awareness that it will be available on premium VOD in three weeks? ...