TheSuper Bowl weekendis notorious for a decline in box office performance, and this year followed suit. Frigid temperatures across the East Coast and Midwest prompted many potential moviegoers to stay indoors. The situation was exacerbated by the lack of significant new studio releases, resulting in a sluggish weekend for theaters.
Amidst this backdrop, Sam Raimi’ssurvival thrillerSend Helpemerged as the top-grossing film, earning $10 million across 3,475 theaters in North America. This figure represents a notable 47% drop from its initial $19.1 million opening weekend. In contrast, the documentaryMelania, which explores the life of the former First Lady, fell to ninth place, generating only $2.37 million from 2,003 venues, reflecting a steep 67% decline in ticket sales.
The impact of the Super Bowl on box office revenues
The Super Bowl consistently disrupts box office activity, and this year was no exception. According to Comscore, total box office revenues reached a mere $60 million. While this marks an improvement over the $38.9 million recorded in, it still lags behind pre-pandemic averages, which typically ranged between $75 million and $85 million during the Super Bowl weekend.
Send Help’s performance and audience reception
Send Helphas grossed $35.8 million domestically and $17.9 million internationally, leading to a global total of $53.7 million. Despite the general trend of horror films facing steep declines in their second weekends, this film has gained traction due to positive word-of-mouth. Featuring actorsRachel McAdamsandDylan O’Brien, the film’s success is crucial for Disney, given its $40 million production budget. The studio aims to sustain its presence in theaters throughout the winter season.
Challenges faced by Melania
Conversely, the documentaryMelaniahas encountered considerable challenges. After two weekends in release, it has amassed $13.35 million domestically, a respectable figure for a documentary not centered on music or nature. Nonetheless, the financial investment was unprecedented, with Amazon MGM spending $40 million for the rights, alongside a $35 million marketing budget, making it the costliest documentary to date.
Despite these high expenses, the studio maintains optimism. Kevin Wilson, Amazon MGM’s head of domestic theatrical distribution, indicated that the theatrical release serves as a foundational step in their broader distribution strategy, aimed at fostering engagement and awareness before its Prime Video release. He expressed hope that the dual theatrical and streaming releases would enhance the film’s
Melania’s box office numbers and critical reception
While initial ticket sales forMelaniawere viewed as a success for a documentary, the substantial production and marketing costs raised concerns about profitability. Critics offered mixed reviews, with some asserting it presented an overly favorable depiction of its subject. However, audience reactions were more positive, granting the film anA CinemaScore. Notably, the demographic most engaged with the film consisted primarily of older women, especially in Southern states.
In contrast, the indie filmIron Lung, directed by YouTuber Markiplier, secured third place with $6.2 million from 2,930 theaters, despite a significant 66% drop from its initial earnings. With a modest budget of $3 million, the film has grossed $31.2 million to date, marking a noteworthy achievement for the filmmaker.
Other notable releases and future outlook
Amid this box office slowdown, Angel Studios’ rom-comSolo Mioperformed admirably, earning $7.2 million in its debut weekend. Meanwhile, the K-pop documentaryStray Kids: The Dominate Experienceopened strongly with $5.5 million. Additionally, a new adaptation ofDracula, directed by Luc Besson, rounded out the top five, generating $4.5 million from 2,050 theaters.
Looking ahead, theater owners remain hopeful for a rebound as more diverse films enter the market. The combination of established franchises and fresh narratives could reignite audience interest, although the lingering effects of events such as the Super Bowl must not be underestimated.