Since January tends to be quiet, “M3GAN” also became the first release in over a decade — since 2012’s “The Devil Inside” kicked off to $33.7 million — to open above $30 million in the first week of the new year.
It’s also the largest debut for original film since Jordan Peele’s Nope, another Universal title, debuted to $44 million last July.
None of these box office milestones are surprising to anyone who has recently been on Twitter or TikTok, where the manicured robotic doll — with her chaotic dance moves and pithy one-liners — has become the instant camp icon of every marketing executive’s dreams. Legend has it that Chucky, Annabelle and The Boy were found shaking after the first trailer for “M3GAN” debuted online
The internet became intrigued by M3GAN, who seems designed for meme-status.
Universal, as well as producers Jason Blum and James Wan, continued to slay the marketing game, enlisting dancing dolls at the film’s premiere and sporting events.
The @meetM3GAN Twitter account also was a factor.
“Universal did such a great job with marketing,” says Shawn Robbins, chief boxoffice analyst. “‘M3GAN’ was already a viral hit after the initial trailers. That’s how you market to young audiences now.”
Clever promotional campaigns can raise audience awareness and interest.
Paramount had similar success with last year’s surprise hit Smile by hiring actors to sit in the stands at televised baseball games while flashing creepy unsettling grins.
“M3GAN” “resonated with the TikTok generation. It became meme-worthy, and that social resonance is key.
“M3GAN” Delivers
Beyond the shrewd promotion, M3GAN’s delivered a crowd-pleaser that resonated with critics, who awarded the film 93% on Rotten Tomatoes.
That’s rare for horror, which isn’t a genre known for getting too many “Fresh” ratings on Rotten Tomatoes.
Gerard Johnstone directed the film, which centers on roboticist (Allison Williams) who creates a realistic AI creation programmed to be the perfect companion to her recently orphaned niece (Violet McGraw).
Horror’s Continuous Appeal
Few genres have been as reliable in pandemic times as the horror genre.
Recent standouts, like “Smile,” “Barbarian” and “The Menu,” were made on modest production budgets, so they don’t have to break box office records to turn a killer profit.
“M3GAN” claims $12 million price tag, which means its backers will be reaping big rewards.
Horror movies are showing no slowdown at the box office. Young moviegoers want to see them with their friends, on the big screen, for the maximum thrill.
Counter-programming
“M3GAN” managed to succeed against Cameron’s enduring blockbuster “Avatar: The Way of Water,” which posted $42 million in its fourth weekend of release.
The weekend of Jan. 6-8 marked the first time since last July that two movies were able to earn at least $30 million.
Counter-programming
Younger female audiences turned for “M3GAN” while older males and families continued to show up for “Avatar: The Way of Water.”
Stats: 53% of ticket buyers for “M3GAN” were female and 44% were under the age of 25, according to Universal.
By comparison, The Way of Water skewed toward men (56% of crowds), while general audiences accounted for 83% of tickets sold in its first weekend.
This weekend’s robust turnout is an encouraging sign that 2023 will deliver a necessary turnaround in attendance.
