Despite receiving a modest C+ CinemaScore and a lukewarm 2 1/2 star rating from PostTrak, ‘The Monkey’ emerged as a box office contender, raking in $5.8 million on Friday, with projections estimating a total of $13.5 million to $14 million for the weekend. This performance places it just behind the $22.4 million debut of ‘Longlegs’, another NEON hit, showcasing the studio’s continued prowess in launching successful titles in the horror genre.
Industry insiders have noted the strategic marketing approach taken by NEON, utilizing a low P&A budget with a strong digital focus, which included a minimal spend of under $300,000 on linear TV ads. This approach has clearly paid off, as evidenced by the film’s strong online presence and substantial trailer views, which set a record for indie horror film trailer traffic with 100 million global views within the first 72 hours.
The film’s appeal was further evidenced by its demographic reach, attracting a diverse audience, with significant turnout among younger viewers, particularly those between 25-34 years old. This group alone constituted 35% of the audience, according to studio reports.
‘Captain America: Brave New World’ Maintains Box Office Lead
On the other end of the spectrum, ‘Captain America: Brave New World’ continued to lead the box office, bringing in $28.1 million over the weekend, marking a 68% drop from its opening. This decline is notably less severe compared to other Marvel titles like ‘The Marvels’ and ‘Ant-Man and the Wasp: Quantumania’, which saw sharper falls in their second weekends.
The film’s performance is particularly noteworthy given its B- CinemaScore and mixed reviews, highlighting the enduring appeal of Marvel’s cinematic universe and its ability to draw large audiences despite critical reception.
Other Notable Performances at the Box Office
The box office also saw varied performances from other films. ‘Companion’, a new entry from New Line, opened to $9.3 million and is currently performing well with a 2.1 multiple, reaching a $20 million domestic total. The film received positive reviews and had a significant digital push, though some insiders believe more could have been spent to boost its opening figures.
‘Lionsgate/Kingdom Story’s ‘Unbreakable Boy’ struggled to make an impact, opening to between $2.1 million and $2.4 million, despite receiving an A CinemaScore and high definite recommend rates from audiences.
As the weekend wraps up, it’s clear that NEON’s strategy of targeted, digital-first marketing and production of compelling horror content continues to resonate with audiences, setting ‘The Monkey’ up for potential long-term success. Meanwhile, ‘Captain America: Brave New World’ affirms the strength of established franchises in drawing crowds, even when faced with less favorable reviews. This weekend not only highlighted the diverse strategies employed across the industry but also underscored the dynamic nature of the box office, where both new entrants and established franchises vie for audience attention.