SUNDAY AM UPDATE: So much for the doldrums of August. Between Alien: Romulus and the near $100M-grossing Sony/Wayfarer Studios movie’ It Ends With Us, it’s clear we’ve shaken off all the strike jitters.
Disney continues to keep the shine on its 20th Century Studios brand with their own fingerprints on storied franchises as Alien: Romulus settles with $41.5M, the second highest opening ever in the 45-year old franchise and the highest opening ever for genre-meister Fede Álvarez and star Cailee Spaeny. Global start is way above what we originally spotted ($75M) with $108.2M, but domestic is exactly where we called it.
EntTelligence reports that Alien: Romulus clocked 2.7M admissions repping 27% of the entire weekend’s foot traffic.
Alvarez’s previous big opening was 2016 late summer hit Don’t Breathe ($26.4M) while Spaeny’s was 2018’s Pacific Rim Uprising with $28.1M. Twenty-two percent of those who bought tickets came because they’re a fan of Alvarez.
It was clear that Disney had something special in the visceral, edgy deep space of Alien: Romulus at San Diego Comic-Con last month. Not simply because Disney handed out facehugger masks to everyone in Hall H (and more at the Hollywood premiere), but in the extended footage.
But there was something else that was interesting in their marketing campaign: Apparently, some fans were divided about the ending of the movie. Disney didn’t run away from that, in fact they embraced that in the marketing with digital ads this weekend telling potential moviegoers to see Alien: Romulus before they heard about the third act.
Outside of Comic-Con, this movie was pretty much sold off the power of its brand and as a horror movie. Given the previous Aliens we’ve seen before, it boils down to a trailer that makes the nth installment stand apart from the rest. Not only did the first March 20 spot scare up close to 50M views in its first 24 hours, trending on X and notching No. 1 on YouTube, but PostTrak audiences certify that in-theater trailer (21%) and online trailer (13%) were their biggest factors in attending this weekend as well as word of mouth from friends and family (13%).
Cinema partnerships included immersive in-theater takeovers with custom food & beverage items, custom signage and digital lobby displays. There were also life-size custom statues for 12 theaters and “faked” Xenomorph building takeovers; all great items to post and excite on social channels. In the age of the perverse popcorn buckets post Dune 2‘s sandworm and Wolverine’s open mouth for Deadpool & Wolverine, there were Xenomorph head and facehugger popcorn buckets available at Regal and AMC theaters.
Cross promoting on the Disney empire, Alien: Romulus had a takeover on ESPN SportsCenter over two weeks. FX hosted an Alien Movie Marathon Weekend with special looks. Hulu and Disney+ supported the campaign by merchandising the franchise on platform through key placements like the Hero Carousel, Movies for You and Movies Hubs.
Among promo partnerships for the R-rated movie, Reebok released limited edition Reebok x Aliens BB 4000 II Mid Shoes, featuring distressed leather and a Weyland-Yutani logo. Angel City Brewery created ‘Aspen Beer’ from the Alien franchise, served in theaters. And nothing says beautiful more than a limited edition of cosmetics inspired by the pic from Phoenix Rising Cosmetics.
Phoenix rising
Consumer products for the franchise were re-heated with softlines (t-shirts and apparel) and collectibles (NECA, Funko, and other high-end licensees). There was a partnership with popular action-survival horror game Dead by Daylight, which expanded on their Alien franchise integration by introducing Spaeny’s Rain into the game, timed to the release of the film. Marvel Comics worked with Alvarez and frequent collaborator Rodo Sayagues on a comic “one-shot” that told the story of what happened on the Renaissance before Rain and the gang arrived. The comic will drop in October timed to the post-theatrical window.
For a minute there, with some 20th Century Studios fare outside of Avatar post Disney merger, it looked shaky, read last autumn’s New Regency original and sublime sci-fi title The Creator collapsing with a $14M opening (granted, there were the actors strikes which challenged the pic’s promotion). Understandable that it’s a New Regency-made movie, but Disney, you’re still promoting it! There were also some low-bar horror pic openings with The First Omen‘s $8.3M. But with Kingdom of the Planet of the Apes‘ great $58.4M start and $171.1M domestic, $397.3M global haul earlier this summer, it’s clear the Steve Asbell led label has its house of cards in order. Now, it would be nice to see them shine with some originals like the old Fox pulled off, i.e. Bohemian Rhapsody, The Greatest Showman, heck even female hot demo fare like The Fault in Our Stars. Give it a shot; not everything is meant for Hulu. This latest Alien by Alvarez gives this storied franchise new life with fresh blood to keep its teeth sharp for the near future. The IP will get another boost from the Noah Hawley FX series next year, which takes place during very early days, pre-Sigourney Weaver‘s Ripley. Speaking of which, it’s been 27 years since she’s starred in an Alien movie, the last being 1997’s Alien: Resurrection.
In Screen Engine/Comscore exits, 52% said they went to Alien: Romulus because it’s part of a franchise they love.
Updates: Imax and PLFs still repping 52% of the weekend with AMC Burbank the top cinema for the pic, which also stars Isabela Merced, with $127K. Disney will have the premium formats next week for Alien: Romulus; the studio teamed with Imax in selling the Alvarez film (in fact if you looked around LA, you may have thought Disney was launching a film called ‘Imax’). For Merced, Alien: Romulus is her second highest opening after 2017’s Transformers: The Last Knight‘s $44.6M. Disney will own the No. 1 box office until Warner Bros’ Beetlejuice, Beetlejuice arrives on Sept. 6.
Updated weekend estimates:
1.) Alien: Romulus (20th/Dis) 3,885 theaters, Fri $18M Sat $13.5M Sun $10M 3-day $41.5M/Wk 1
2.) Deadpool & Wolverine (Dis) 3,960 (-370) theaters, Fri $8.1M Sat $12.5M Sun $8.4M 3-day $29M (-46%), Total $545.8M/Wk 4
The MCU title is headed to $625M to $650M domestic. On the low end, that will be the 13th highest grossing movie of all-time.
3.) It Ends With Us (Sony) 3,739 (+128) theaters, Fri $7.8M Sat $8.88M Sun $7.2M 3-day $24M (-52%), Total $97.7M/Wk 2
4.) Twisters (Uni/WB) 3,483 (-181) theaters, $2.82M Sat $4.2M Sun $2.75M, 3-day $9.8M (-35%), Total $238.4M/Wk 5
5.) Coraline (Fath) 1,535 theaters, Fri $2.6M Sat $3.3M Sun $2.36M 3-day $8.37M, Total $11.3M/Wk 1
6.) Despicable Me 4 (Uni) 2,788 (-221) theaters, Fri $1.59M Sat $2.6M Sun $1.8M 3-day $6M (-25%), Total $340.4M/Wk 7
7.) Trap (WB) 3,181 theaters, Fri $1M Sat $1.4M Sun $1M 3-day $3.43M (-48%), Total $35.2M /Wk 3
8.) Inside Out 2 (Dis) 1,850 (-350) theaters Fri $820K Sat $1.4M Sun $980K 3-day $3.2M (-33%) Total $642.1M/Wk 10
9.) Borderlands (LG) 3,125 theaters, Fri $680K (-83%) Sat $1M Sun $670K 3-day $2.35M (-72%), Total $13.5M/Wk 2
10. Stree 2 (Parth) 666 theaters, Fri $589K Sat $896K Sun $699K , 3-day $2.1M, Total $2.57M/Wk 1
SATURDAY AM UPDATE: 20th Century Studios’ Fede Alvarez directed Alien: Romulus is still looking at the 45-year old franchise’s second biggest opening with $40M-$42M for the weekend after an $18M Friday. Disney has bragging rights for second place in the fourth weekend of Deadpool & Wolverine at $27M, -50%, while Sony/Wayfarer Studios’ It Ends With Us second weekend takes third with $24M, -52%.
An great late summer weekend in August at $136.6M, that’s 36% ahead of the same frame last year, and 13% ahead of the same pre-Covid August weekend in 2019.
The expectation is that Alien: Romulus will hold at -23% today off it’s Friday/preview figure which is around what Alien: Covenant, the previous chapter, back in 2017. Alien: Romulus gets at B+ CinemaScore, which is better than Alien: Covenant‘s B, but still behind the franchise’s best which was James Cameron’s 1986 Aliens which scored an A. Still not bad.
PLF and Imax are accounting for 52% of ticket sales so far for an audience that’s very dude at 70% male, 25-34 being the biggest demo at 33% with 18-34 attending at 60%. Diversity mix is 43% Caucasian, 26% Latino and Hispanic, 14% Black, 12% Asian and 6% NatAm/Other. Alien: Romulus is playing the best in the West, Mountain and South Central with the AMC Lincoln Square the highest grossing venue stateside with close to $70K so far.
Social media monitor RelishMix counts 246.8 followers across TikTok, Facebook, X, YouTube and Instagram for Alien: Romulus, 12% ahead of other action sci-fi genres, yet behind Alien: Covenant‘s 352M followers. Social media charged cast members are Isabela Merced at 5.7M fans, Archie Renaux at 576K and Cailee Spaeny at 393K. Despite the overperformance here, RelishMix noticed mixed chatter for the installment in the walk-up to opening with some of the upbeat praise centering around fans’ respect for Alvarez “honoring the legacy of the original two Alien films. ‘Fede Alvarez understood the assignment,’ and, ‘I am actually intrigued by this and how it expands on the existing mystery of the Alien.’ Others have highlighted the aesthetic and atmospheric elements of the trailer, sharing, ‘The use of what looks like quite a lot of practical effects is amazing,’ and, ‘Dark and ominous, can’t wait!’”
Best opening for an Alien movie goes to Ridley Scott’s 2012 Prometheus which posted a first day of $21.4M in previews/Friday for a $51M 3-day. Of the negative buzz that RelishMix observed were some people’s ire that Scott wasn’t completing his Prometheus trilogy.
Alvarez told us on Crew Call, he pitched his vision for Alien to former ScottFree executive Michael Schaeffer after a Neill Blomkamp version which would have seen the return of Sigourney Weaver’s Ripley, fell apart.
Top 10 chart:
1.) Alien: Romulus (20th/Dis) 3,885 theaters, Fri $18M, 3-day $40M-$42M/Wk 1
2.) Deadpool & Wolverine (Dis) 3,960 (-370) theaters, Fri $8.1M (-48%) 3-day $27M (-50%), Total $543.8M/Wk 4
3.) It Ends With Us (Sony) 3,739 (+128) theaters, Fri $7.7M (-68%) 3-day $24M (-52%), Total $97.7M/Wk 2
4.) Twisters (Uni/WB) 3,483 (-181) theaters, $2.75M (-39%), 3-day $9.2M (-39%), Total $237.8M/Wk 5
5.) Coraline (Fath) 1,535 theaters, Fri $2.69M 3-day $8.3M, Total $11.4M/Wk 1
6.) Despicable Me 4 (Uni) 2,788 (-221) theaters, Fri $1.57M (-39%) 3-day $5.5M (-31%), Total $339.9M/Wk 7
7.) Trap (WB) 3,181 theaters, Fri $1M (-51%) 3-day $3.25M (-51%), Total $35M /Wk 3
8.) Inside Out 2 (Dis) 1,850 (-350) theaters Fri $820K (-47%) 3-day $2.9M (-40%) Total $641.8M/Wk 10
9.) Borderlands (LG) 3,125 theaters, Fri $680K (-83%), 3-day $2.2M (-74%), Total $13.3M/Wk 2
- Stree 2 (Parth) 666 theaters, Fri $600K, 3-day $2M, Total $2.4M/Wk 1
The movie from Amar Kaushik follows the town of Chanderi which is being haunted again. This time, women are mysteriously abducted by a terrifying headless entity. It’s up to Vicky and his friends to save their town and loved ones. The movie is posting big sales in Toronto, San Francisco, Seattle, NYC, Winnipeg and Vancouver.
20th Century Studios
FRIDAY MIDDAY UPDATE: 20th Century Studios/Disney’s Fede Alvarez directed Alien: Romulus is headed for a $40M+ opening at 3,885 theaters in first place after a previews/Friday of $18.5M+. Screen Engine/Comscore PostTrak audience exits last night were happy with the movie at 82% positive, 4 stars and a 65% definite recommend. The biggest opening for an Alien movie remains the 2012 Ridley Scott directed prequel Prometheus at $51M.
Fans showed up at 71% men, with 54% over 25. The 18-34 crowd repped 54% of the audience. Despite the younger cast here in Isabel Merced, Cailey Spaeny and David Jonsson among others, 74% of the crowd were over 25.
Next is Marvel Studios/Disney’s fourth weekend of Deadpool & Wolverine at 3,960 locations with $27M-$29M after a $8.5M Friday. At the high end, the Ryan Reynolds and Hugh Jackman pic could clear $545.7M by Sunday.
Third belongs to Sony/Wayfarer Studios’ Blake Lively-Justin Baldoni romance drama It Ends With Us at 3,739 sites with a second Friday of $7.5M and second weekend at $23M, -54%. Note that could very well improve throughout the weekend; some believe the pic could movie closer to D&W 3-day take. Cume by Sunday is $96.7M.
The fifth weekend of Twisters from Universal/Warner Bros at 3,483 theaters is looking at $2.5M today for an $8.4M 3-day, -44% and running total of $237M.
Fifth goes to Fathom’s 15th anniversary rerelease of Coraline at 1,523 theaters with $2.2M today, $7.3M for the 3-day and $10.4M for the four-day. The Focus Features movie opened to $16.8M back in February 2009, and made $82.4M stateside.
20th Century Studios
FRIDAY AM UPDATE: Alien: Romulus is off to a solid start with $6.5M previews. Critics and audience scores remain high on Rotten Tomatoes at 82% and 88% for the Fede Alvarez directed take of the Ridley Scott production.
In regards to comps Alien: Romulus isn’t far from A Quiet Place: Part Two ($6.7M previews, $52M opening), Kingdom of the Planet of the Apes ($6.6M, $58M opening), and Bad Boys: Ride or Die ($6.1M, $57M). The expectation is for this Cailee Spaeny starring installment, which takes place between Alien and Aliens to open to $40M+ in first place indicating a great late summer hit which can roll us into September before Warner Bros’ Beetlejuice, Beetlejuice takes over. The pic is booked at 3,885 theaters, which includes 400 Imax, 900 PLFs, 275 D-Box/4D motion screens and 90 ScreenX locales.
Meanwhile, Blake Lively won at the daily box office again for the fourth time this week over Ryan Reynolds; It Ends With Us making $4.9M to Deadpool & Wolverine‘s $4.56M on Thursday. It Ends With Us posted the highest seven-day take for a non-sequel this year grossing $73.7M. D&W‘s running total stands at $516.7M. The Shawn Levy directed, produced and co-written title is looking at grossing another $30M this weekend. It Ends With Us is expected to hold with around $22M, maybe more.
Fathom’s re-release of Coraline at 1,570 theaters made $3.1M yesterday. Universal’s Twisters, which is already on digital sell through and rental if you can believe it, grossed $1.3M at 3,664 theaters, -7% from Wednesday, for a fourth week take of $21.3M and running total of $228.6M.
In fifth was Uni’s Illumination Despicable Me 4 at 3,009 with a sixth week take of $12.2M, running cume of $334.4M after a $878K Thursday, -6% from Wednesday.
Lionsgate’s very expensive $110M-$120M bomb Borderlands ends its first week with $11.1M after a $416K Thursday, -22%.