Crazed Clown Cashes In, Smashes September Genre Records As Stephen King’s ‘It’ Pulls In $123.4M — Final Box Office

By Anita Busch, Anthony D'Alessandro

It Movie Home Again
New Line Cinema/Open Road Films

Monday, 4 PM: Warner Bros found some more cash to pack onto the gross of Stephen King’s It after this morning, adding up a total of $123.4 million. The film will head into this week having compiled a big $189.7M worldwide. It trumped football and the 6.3% loss from hurricane hampered Florida and Houston.

The question now is how much the New Line film will drop next weekend. Traditionally, horror fare takes a pounding in their sophomore frames. But, coming up next weekend is Lionsgate’s American Assassin starring Dylan O’Brien and Michael Keaton as well as Paramount’s mother! which stars Javier Bardem, Jennifer Lawrence, and Michelle Pfeiffer in an odd mystery/drama from Darren Aronofsky (are there any other kind?). Neither of those films should push It out of its No. 1 box office seat. Even if It drops 55%-60%,  grosses will still be in the neighborhood of $50M.

Here’s the full Top 20 box office chart for the weekend enduing Sunday:

1.) It (NL/WB), 4,103 theaters / 3-day cume: $123.4M / Per screen average: $30,076 / Wk 1

2.) Home Again (OR), 2,940 theaters / 3-day cume: $8.5M / Per screen average: $2,914 / Wk 1

3.). Hitman’s Bodyguard (LG), 3,322 theaters (-48) / 3-day cume: $4.8M / Per screen average: $1,445 / Total cume: $64.8M / Wk 4

4.). Annabelle: Creation (NL/WB), 3,003 theaters (-355) / 3-day cume: $4M / Per screen average: $1,333 / Total cume: $96.2M / Wk 5

5.) Wind River (TWC), 2,890 theaters (+288) / 3-day cume: $3.1M / Per screen average: $1,084 / Total cume: $24.9M / Wk 6

6.). Leap! (TWC), 2,691 theaters (-14)/ 3-day cume: $2.4M / Per screen average: $908 / Total cume: $15.8M / Wk 3

7.) Spider-Man: Homecoming (SONY/MARVEL), 1,657 theaters (-379) / 3-day cume: $2M / Per screen average: $1,211 / Total cume: $327.69M / Wk 10

8.) Dunkirk (WB), 2,110 theaters (-642) / 3-day cume: $1.8M / Per screen average: $882Total cume: $183M / Wk 8

9.) Logan Lucky (BST), 2,167 theaters (-808) / 3-day cume: $1.66M / Per screen average: $771 / Total cume: $25M / Wk 4

10.). The Emoji Movie (SONY), 1,450 theaters (-658) / 3-day cume: $1.1M / Per screen average: $785 / Total cume: $82.59M / Wk 7

11). Despicable Me 3 (UNI), 1,274 (-858) theaters / 3-day cume: $993K / Per screen average: $733 / Total cume: $259.98M / Wk 11

12). Girls Trip (UNI) 1,123 theaters (-484) / 3-day cume: $819K / Per screen average: $730 / Total cume: $113.37M / Wk 8

13). The Dark Tower (SONY) 948 theaters (-872) / 3-day cume: $757K / Per screen average: $799 / Total cume: $48.9M / Wk 6

14). Wonder Woman (WB) 961 theaters (-877) / 3-day cume: $660K / Per screen average: $687 / Total cume: $410.5M / Wk 15

15). Nut Job 2: Nutty By Nature (OPRD) 1,235 theaters (-1,416) / 3-day cume: $576K / Per screen average: $467 / Total cume: $27.46M / Wk 5

16). The Glass Castle (LGF), 1,037 theaters (-323) / 3-day cume: $533K / Per screen average: $515 / Total cume: $16M / Wk 5

17). True To The Game (IND), 450 theaters / 3-day cume: $471K / Per screen average: $1,025 / Wk 1

18). All Saints (SONY), 834 theaters (-12) / 3-day cume: $465K / Per screen average: $558 / Total cume: $4.6M / Wk 3

19). War For The Planet Of The Apes (FOX), 653 theaters (-388) / 3-day cume: $450K / Per screen average: $690 / Total cume: $145.3M / Wk 9

20). The Big Sick (LGF), 535theaters (-735) / 3-day cume: $441K / Per screen average: $826 / Total cume: $41.99M / Wk 12

UPDATE, Monday, 7:05 AM: The final three-day gross number is in and, as Deadline predicted, Stephen King’s It ended up with $123.1M for the final three day gross, which included Thursday night previews that culled $13.5M. The New Line Cinema/Warner Bros.’ horror film has broken numerous records (see below). And they did this without the benefit of Florida which had about 175 theaters shuttered due to Hurricane Irma (accounting for 6.3% of the box office). The final Top 20 chart will come later this afternoon.

Home Again, the romantic comedy starring Reese Witherspoon which marks the feature film directorial debut of Hallie Meyers-Shyer, Nancy Meyers’s daughter, ended its three-day weekend with $8.56M for Open Road.

UPDATED/Write-thru Sunday, 7:29 AM after Saturday 12:10 AM: Well, this movie has certainly pumped up the industry, with the Top 10 titles up 202% from last weekend’s doldrums. At what looks to be a $123M to $124M opening early this AM while Warner Bros. is hedging to go against all other studio estimates with $117.1M. Regardless of where it ends up in the early AM, Stephen King’s It has been gathering up the records like a handful of balloons: The best opening day ever for a horror title ($51M), the highest pre-show for a horror film, one in September and for an R-rated movie ($13.5M), the highest three-day opening record weekend for the genre and the second-highest opening for an R-rated pic (behind Deadpool‘s $132.4M), the best September opening for any genre which means the best September opening to date for the studio, and likely more records coming as New Line Cinema and Warner Bros. sorts through all of their stats early this AM.

New Line

Here are some more records: the horror film is now the 3rd largest opening of 2017 (behind only Beauty and the Beast and Guardians of the Galaxy Vol. 2), largest Imax opening for a movie in September and for a weekend horror movie. It was on 377 Imax screens domestically, biggest number of locations for a R-rated movie.

Imax domestic 377 screens accounted for $7.2M of the total which is also the company’s best ever September opening weekend in the domestic market. Globally, we’re looking at $180M to $185M for It, with Imax generating $10M of that.

Warner Bros. noted also that It out-grossed the entire prior industry record gross for a post-Labor Day weekend and lastly, the studio noted that the film was the largest opening weekend for an R-rated movie based on a book (okay, guys). What’s more impressive is that it’s per screen was $28,552 and this film has crossed over to those audiences who are not die-hard horror fans. And the studio did all this without a big star.

“We blew past everyone’s expectations in a big way. This is the first Sunday of football and because of the weather, I think our number is more in the ballpark but we have lots of room to grow,” said Warner Bros. president domestic theatrical distribution Jeffrey Goldstein, who said they were strong everywhere and the Hispanic markets were really dominating.

The film was tracking around $70M before Thursday night and quickly raised to $100M based on brisk Friday morning sales. By Saturday morning, trackers were saying it’s going to be $120M pic.

Gotta give kudos again to Warner Bros. President of Worldwide marketing Blair Rich who oversees promoting New Line’s product and to New Line’s production execs Walter Hamada and Dave Neustadter. And the studio has another winner on its hands with a string of hits now with Wonder Woman, Dunkirk and Annabelle: Creation (which should pass $100M sometime this week).

With a strong hold from Friday to Saturday, Stephen King’s It was looking to pass $120M yesterday morning as the East Coast ticket sales were strong, just as our tracking experts predicted. Current estimates have the Andy Muschietti-directed horror film floating around $123M to $124M right now, down only 12% from Friday.

Saturday pulled in roughly $45M after Friday night’s $51M (which included that $13.5M preview). The box office for It would be even higher if the Houston and Florida markets weren’t affected by two of this nation’s strongest hurricanes on record.

The state of Florida alone accounts for 6.3% of the nation’s box office receipts and due to Hurricane Irma, it only accounted for 1.88%. As we reported, AMC, Cinemark, Regal and other theaters started closing down in preparation — 100 locations were shuttered on Friday and up to 175 were dark on Saturday.

This box office record breaker from New Line Cinema and Warner Bros. experienced a social media surge on Friday and Saturday, surpassing the kind of activity that Marvel and DC superhero franchises regularly enjoy, RelishMix says. YouTube views have grown by over 16.4M to 266.6M and the official It movie Facebook page (which added 6.7K new fans 2-days ago) is now popping six-fold to 41K yesterday and now 1.2M total.

Even It creator’s Stephen King’s FB page added another 100,000 fans over the week up to 5.1M fans, and Stranger Thing’s star Finn Wolfhard’s Instagram page added 37,500 fans up to 1.4M total. Also, Twitter hashtags for IT and ITmovie are now at 94K just in one day.

The other weekend opener Home Again from Open Road is still on course to make $8.6M to $9M for its debut three-day. We almost forgot 9/11 and that’s because the picture is, well, forgettable. It will be lucky to even get $200K this weekend as is far outside the Top 20. Here’s the chart (thanks to Amanda N’Duka this AM):

1.) It (NL/WB), 4,103 theaters / $51M Fri. (includes $13.5M previews) / $45.6M Sat. / $24M Sun. / 3-day cume: $123M to $124M / Wk 1

2.) Home Again (OR), 2,940 theaters / $3.1M Fri. (includes $300K previews) / $3.5M Sat. / $2M Sun. / 3-day cume: $8.6M to $9M / Wk 1

3.). Hitman’s Bodyguard (LG), 3,322 theaters (-48) / $1.36M Fri. / $2.2M Sat. / $1.2M Sun. / 3-day cume: $4.7M (-55%) Total cume: $64.8M / Wk 4

4.). Annabelle: Creation (NL/WB), 3,003 theaters (-355) / $1.18M Fri. / $1.8M Sat. / $974K Sun. / 3-day cume: $3.9M (-48%) / Total cume: $96.2M / Wk 5

5.) Wind River (TWC), 2,890 theaters (+288) / $963K Fri. / $1.4M Sat. / $735K Sun. / 3-day cume: $3.1M (-50%) / Total cume: $24.9M / Wk 6

6.). Leap! (TWC), 2,691 theaters (-14) / $544K Fri. / $1.2M Sat. / $747K Sun. / 3-day cume: $2.4M (-50%) / Total cume: $15.8M / Wk 3

7.) Spider-Man: Homecoming (SONY/MARVEL), 1,657 theaters (-379) / $515K Fri. / $970K Sat. / $518K Sun. /3-day cume: $2M (-47%) / Total cume: $327.65M / Wk 10

8.) Dunkirk (WB), 2,110 theaters (-642) / $555K Fri. / $861K Sat. / $456K Sun. / 3-day cume: $1.87M (-57%) Total cume: $183M / Wk 8

9.) Logan Lucky (BST), 2,167 theaters (-808) / $489K Fri. / $726K Sat. / $399K Sun. / 3-day cume: $1.6M (-63%) / Total cume: $25M / Wk 4

10.). The Emoji Movie (SONY), 1,450 theaters (-658) / $197K Fri. / $550K Sat. / $314K Sun. / 3-day cume: $1.06M (-57%) / Total cume: $82.5M / Wk 7

Hazlo Como Hombre (TWC), 382 theaters / $90K Fri. / $141K Sat. / $126K Sun. / 3-day cume: $357K (-73%) / Total cume: $2M / Wk 2

Close Encounters of the Third Kind (SONY), 787 theaters (-114) / $90K Fri. / $137K Sat. / $78K Sun. / 3-day cume: $306K (-83%) / Total cume: $2.9M / Wk 2

Tulip Fever (TWC), 772 theaters (+7) / $91K Fri. / $128K Sat. / $74K Sun. / 3-day cume: $293K (-75%) / Total cume: $2M / Wk 2

Writethru, Saturday AM 7:42 AM, following Friday 11:32 PM post: The studio that gave us Nightmare on Elm Street and The Conjuring horror franchises has created another milestone for the genre with their feature adaptation of Stephen King’s Itwhich is now on course to slot the best opening day ever for an R-rated and horror title with an estimated $51M  (easily smashing Deadpool‘s $47.3M) and the second best R-title three-day between  $103.4M-$108M, behind Deadpool‘s $132.4M. In addition, for any post-summer title opening before November, It‘s weekend is higher than anything released prior in September or October.

With no signs this AM of It slowing down (East Coast sales are brisk) and with good holds expected for tonight, some longtime box office observers are thinking this film could even float up to $120M by the time the screaming stops late Sunday.

Sure, New Line could have launched It during the first weekend of August to give the month the B.O. juice it needed, however, to earn a big three-day like this, it pays to have access to Imax screens, which PostTrak figures are repping 20% of all It admissions this weekend.

However, Warner Bros. had all the Imax venues reserved for Dunkirk. In addition, nothing pairs well with autumn like a nice horror movie, and It is pulling in much more than fanboys, in fact it’s crossing over.

While males over 25 are leading on PostTrak with a 31% turnout, other quads are just as strong with females under 25 (24%), males under 25 (23%), females 25+ (23%) (updated as of 11PM). CinemaScore shows a 51/49 split between females and males with 65% over 25 and 69% of the crowd coming out because it’s a Stephen King horror movie.

Thirty-eight percent bought tickets because of the pic’s source material, while 43% attended because It is a horror movie. Overall CinemaScore is a B+, PostTrak has an 85% overall positive with a strong definite recommend of 64%. True, the Conjuring movies earned A- grades, but that’s unheard of for horror; and a B+ is equally strong for a horror pic like It. 


The movie went into development under Toby Emmerich’s reign at New Line before he was promoted to the post of President and Chief Content officer for Warner Bros. Motion Picture Group. Shoutouts are specifically owed to New Line’s team genre, production execs Walter Hamada and Dave Neustadter.

In addition Warner Bros. President of Worldwide marketing Blair Rich, who oversees promoting New Line’s product, designed a campaign that drew intrigue and kept fans in suspense with a few stunts in later weeks that truly popped, specifically the Neibolt haunted house in Hollywood which was open a month prior to release and drew lines that were two to three hours long. It was an immersive two-story replica used in the movie with 35K attending between Aug. 14-Sept. 10 and a wait list that counted 85K.

Open Road

Meanwhile, it would seem that the romantic comedy is dead as Reese Witherspoon, a former queen of this genre, is seeing Home Again going up in flames with an estimated $8.6M start at 2,940 locations.

Now granted, It is stealing a majority of the female crowd away, but still bad reviews at 32% Rotten and a B CinemaScore does this forty-something single mom tale no good. Home Again‘s three-day is under Witherspoon’s previous disaster Hot Pursuit ($13.9M opening, production cost $35M).

We here this movie made by Black Bicycle Entertainment carries a reported production cost of $15M. IMR International handled foreign. But someone is getting hurt here, and that’s likely Open Road who while not shelling out an MG on the film was responsible for P&A. Open Road is receiving a distribution fee as a percent of overall domestic B.O.

New York Times’ Manohla Dargis speaks truth to power on why Home Again is being condemned: “For her directorial debut, Home Again, Hallie Meyers-Shyer, Nancy Meyers’s daughter, has made a shabby copy of a Nancy Meyers romantic comedy.” In addition, Nancy Meyers’ movies are typically scheduled during the holiday season to capitalize on the mass onslaught of older adults at the B.O. However, just like Witherspoon has pushed boundaries in drama and succeeded, read Fox Searchlight’s Oscar-nominated Wild and HBO’s multi-Emmy nominated Big Little Lies, it’s time for her to break rules again in the romantic comedy realm. Because Judd Apatow has proven that the sub-genre isn’t dead. He had to add some raunch to it with Bridesmaids and Trainwreck, but then there’s the little indie wonder The Big Sick which slept its way to $41.5M after Amazon acquired it out of Sundance for $12M.

One upside for Home Again: It’s not nearly as big a bomb as James L. Brooks’ $120M-failure How Do You Know (which made $30.2M stateside, $48.7M worldwide and also starred Witherspoon). Home Again pulled in older females with 75% females, 88% over 25. Best grade here for the movie was given by those under 18, an A-, but they didn’t show up, repping 3% of the pic’s audience.

Weekend industry estimates as of Saturday AM for Sept. 8-10:

1.) It (NL/WB), 4,103 theaters / $51M Fri. (includes $13.5M previews) /3-day cume: $103M to $108M / Wk 1

2.) Home Again (OR), 2,940 theaters / $3.1m Fri. (includes $300k previews) / 3-day cume: $8.6M / Wk 1

3.). Hitman’s Bodyguard (LG), 3,322 theaters (-48) / $1.37M Fri. / 3-day cume: $4.86M (-54%) Total cume: $64.9M / Wk 4

4.). Annabelle: Creation (NL/WB), 3,003 theaters (-355) / $1.2M Fri. / 3-day cume: $3.8M (-49%) / Total cume: $96M / Wk 5

5.) Wind River (TWC), 2,890 theaters (+288) / $963K Fri. / 3-day cume: $3.3M (-47%) / Total cume: $25M / Wk 6

6.). Leap! (TWC), 2,691 theaters (-14)/ $545K Fri. / 3-day cume: $2.5M (-48%) / Total cume: $15.9M / Wk 3

7.) Dunkirk (WB), 2,110 theaters (-642) / $542K Fri. / 3-day cume: $2M (-53%) Total cume: $183.1M / Wk 8

8.) Spider-Man: Homecoming (SONY/MARVEL), 1,657 theaters (-379) / $515K Fri. / 3-day cume: $1.9M (-47%) / Total cume: $327.6M / Wk 10

9.) Logan Lucky (BST), 2,167 theaters (-808) / $506K Fri. / 3-day cume: $1.7M (-61%) / Total cume: $25.1M / Wk 4

10.). The Emoji Movie (SONY), 1,450 theaters (-658) / $197K Fri. / 3-day cume: $919K (-63%) / Total cume: $82.4M / Wk 7


Hazlo Como Hombre (TWC), 382 theaters / $89K Fri. / 3-day cume: $368k (-67%) / Total cume: $2M / Wk 2

Tulip Fever (TWC), 772 theaters (+7) / $92K Fri. / 3-day cume: $314K (-72%) / Total cume: $1.96M / Wk 2

Close Encounters of the Third Kind (SONY), 787 theaters (-114) / $89K Fri. / 3-day cume: $270K (-84%) / Total cume: $2.9M / Wk 2

UPDATED 12:07 PM: After a screaming preview of $13.5M in previews in 3,500 theaters last night, Stephen King’s It is performing exceptionally well in matinees and may end tonight with a big $47M Friday for New Line and Warner Bros. That would put It on course for a three-day opening record weekend of $100M for this genre which would bring it to the second-highest opening for an R-rated pic (only behind Deadpool‘s $132.4M) and enjoying the biggest weekend opening ever for a horror film by a long shot.

The big question is the state of Florida which is virtually shut down due to impending Hurricane Irma, and that state makes up about 5% to 6% of a picture’s gross so that could impact its three-day. But we were hearing that people were still going to the movies in Central Florida today.

MGM’s Hannibal opened to $58M in 2001 and Paramount’s Paranormal Activity 3 took in $52.5M in its opening weekend in 2011.

Open Road’s Home Again is looking to take in maybe $3M (that includes the $300K last night’s preview) for a three-day of $8.3M while the Atlas’ 9/11 is trying to cull together $50K today to bring in about $150K this weekend. We will continue to update so stay tuned.

PREVIOUSLY Fri. 7:30 AM: The strength of the Stephen King brand just proved itself as the R-rated It‘s Thursday showings delightfully horrified crowds, grabbing hold of $13.5M in previews that began at 7 PM. That means it nabbed the largest horror pre-show gross ever, the largest R-rated preview as well as the largest Sept. preview and the biggest ever for a movie based on a a Stephen King book. And no surprise as it was in 3,500 theaters which is basically the same number of theaters Deadpool had for its full weekend release. Deadpool’s preview theaters numbered 2,975.

So Warner Bros. knew what they were doing here and basically began It‘s weekend run on a Thursday. Gotta ask, at what point is this considered no longer a ‘preview’?

It — which rolls out to 4,103 theaters today — could run past $90M and some trackers are looking at $100M. Regardless, the box office that has been limping along is now is supercharging September as It will, indeed, continue to break records.

Deadpool, which was released Feb. 15, 2016, had a preview of $12.7M and ended its three-day weekend with $132.4M in its 3,558 theaters. But Deadpool also opened during the President’s weekend holiday. The R-rated superhero film from Fox also had the benefit of 374 Imax and 475 PLF screens.

It opened in select international Imax theaters already (basically opening day and date stateside). Stephen King’s It opens in a total of 615 Imax openings globally and of those screen 389 are playing the horror film domestically.

To put that It‘s preview number in perspective, Stephen King’s The Green Mile grossed $18M in its three-day weekend in 1999 and The Dark Tower just opened to $19M. Friday morning takes are already approaching the full FSS of Green Mile, and we have yet to really see the horror audiences packed into audience late tonight.

It is releasing outside of any holiday weekend, was not a superhero film and had literally no stars to promote which makes its preview results all the more impressive for New Line Cinema and Warner Bros. Genre audiences usually come out for preview audiences and the horror audiences traditionally love their Friday late night moviegoing so we’re expecting a very, very strong night.

We are also going to have many markets underwater from Hurricane Irma after Hurricane Harvey already wrecked Houston with theaters closed or closing right and left.

RELATED: AMC, Regal, More Closing Florida Theaters As Irma Nears

Props also to It director Andy Muschietti (Mama), who if readers remember, split over creative differences on The Mummy years ago. Maybe The Mummy execs should have listened to him? Just sayin’.

In terms of other comps, Jordan Peele’s Get Out grossed $1.8M at 2,240 theaters from showtimes starting at 7 PM and M. Night Shyamalan’s Split grabbed $2M in Thursday night previews in 2,295 theaters. However, both bowed early in the year. Get Out went onto to gross $33.3M for its three-day opening weekend when it bowed in February of this year to end its domestic run with $175.4M and a global take of $252.4M. Split scared up a FSS of $40M before ending its run at $138.1M; globally it nabbed $276.9M.

20th Century Fox’s Logan pocketed a big $9.5M in its previews to chalk up the third highest for an R-rated preview after record holder Deadpool ($12.7M) and The Hangover Part II ($10.4M from midnight shows). Logan was released in early March and after that strong preview it ended up trampling all competition to take No. 1 for with an $88.4M debut weekend.

The Hangover Part II was released during Memorial Day by Warner Bros. in 2011 and took in a total gross of $85.9M in its three day after that $10.4M midnight preview.

Let’s face it, it’s the Stephen King name and IP that has been pushing audiences to this. That, and a smart marketing campaign.


It is also doing far and above the normal social media activity for the horror genre with a social media universe (SMU) totaling 273.2M breaking out as 35.5M Facebook fans, 7.9M Twitter followers, 225.5M YouTube views and 4.1M Instagram followers, according to RelishMix. The typical horror film has only a 61.2M SMU by opening week and It has over 273M.

According to PostTrak, most of the audience came after watching the trailer on YouTube, so let’s look, specifically, at YouTube.

It‘s YouTube views are racking up over 97K daily when the typical horror film’s daily views is usually 32K. What’s impressive about this Andy Muschietti (Mama) directed film is that it’s achieving this activity with a cast is dominated by child actors and a non-social star (Bill Skarsgard). In fact, horror author Stephen King alone is driving the activity.

The elements that tied all of these efforts together was the imagery of the yellow raincoat and the red balloon and the tagline You’ll Float Too.

Open Roads Films

Home Again, the Reese Witherspoon-starring romantic comedy from Open Road Films which has a large core female audience, garnered $300K in previews. The film, which has drawn mixed reviews, is considered counter-programming in a weekend that will all but be chased out of theaters by a crazed clown with a red balloon. It was directed by Hallie Meyers-Shyer and also stars Lake Bell and Michael Sheen. It started previews at 7 PM. Home Again rolls out to 2,940 theaters today.

A comp for Home Again‘s comp is Bridget Jones Baby, the romantic comedy which was released during a similar time last year (on Sept. 16) and had preview numbers of $364K previews and a Friday night of $3M before ending its three-day at $8.2M. Bridget Jones Baby played at 2,208 theaters also with shows starting at 7PM.

In the social media universe (SMU), RelishMix reports that Home Again has a social media universe of 33M, well below the 47M typical for a romantic comedy in its opening week. The SMU consists of 4.5M Facebook fans, 2.9M Twitter followers, 10.2M YouTube views and 12.2M Instagram followers.

Home Again has 4.4K daily YouTube video views when 17K is typical for the genre. There are not any notable social efforts to speak of, but it is strong on convo as Witherspoon is a draw and is engaged and sharing materials to her nearly 17M fans and followers.

The other film releasing this weekend on a moderate release is 9/11 which stars Charlie Sheen, Gina Gershon and Whoopi Goldberg from Atlas. It had no previews.

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