Disney opened HauntedMansion in the heat of summer and months removed from the Halloween season. Why?
Whether the release date is connected, ticket sales were veering on scary as the comedic thriller debuted in third place to a lackluster $24 million. Competition was heightened as “Barbie” and “Oppenheimer”, collecting a combined $140 million over the weekend. Of course, nobody anticipated the power of “Barbenheimer” when setting the film calendar.
Internationally, the film collapsed with $9.1 million from 35 markets, bringing its worldwide tally to just $33 million. That’s a disappointing start for a family-friendly tentpole, which will struggle to get out of the red in its theatrical run. It extends anfor Disney following “Elemental,” which has rebounded in recent weeks, and “Indiana Jones and the Dial of Destiny.”
“Disney definitely missed the memo trying to launch their spooky pic in the middle of summer,” says Jeff Bock, an analyst with Exhibitor Relations. “While horror can certainly succeed at any time on the release calendar, this family friendly product would have been much better served in the fall and sheltering clear of all the summer popcorn pics.”
As Bock mentions, there’s evidence that a movie like this one can succeed even when trick-or-treating isn’t on the minds of ticket buyers. The original “The Haunted Mansion,” starring Eddie Murphy, debuted in late November of 2003. It opened to $24 million, not adjusted for inflation, and managed to gross $180 million on its $90 million budget.
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