Paramount’s upcoming adaptation of Mean Girls, with a new twist as a Broadway musical, is already creating buzz among both older and younger women, poised for a successful opening over the upcoming four-day MLK holiday weekend. In terms of unaided awareness, where respondents spontaneously mention a movie title they are interested in seeing without any prompting, Mean Girls has achieved double-digit figures among its target audience. With this level of anticipation, the film is projected to earn over $27 million in its opening weekend. This is a remarkable start for a comedy targeting women in the post-Covid era, considering that other highly-anticipated Christmas titles such as Aquaman and the Lost Kingdom and The Color Purple have yet to hit theaters. The fact that Mean Girls has managed to gain traction amidst such stiff competition is indeed attention-grabbing.
Initially, Mean Girls was intended to be released exclusively on the Paramount+ streaming platform. However, the studio made a strategic decision to shift the distribution strategy and opt for a theatrical release instead. This move seems to have paid off, as the film’s potential opening numbers indicate strong interest among its target audience.
While there may not be a direct comparison for the Mean Girls musical adaptation, it is interesting to note the performance of similar films in the past. For example, before the pandemic, Pitch Perfect 3, a comedy aimed at a similar demographic, generated $26.4 million over its four-day Christmas weekend in 2017. This serves as an encouraging precedent for Mean Girls, demonstrating the potential for success in this genre.
The Plot and Cast
In this latest rendition of Mean Girls, Cady Heron (played by Angourie Rice) is a new student at North Shore High School who quickly rises to popularity among the school’s elite group of girls, known as “The Plastics.” Regina George (Renee Rapp), the conniving queen bee, along with her loyal followers Gretchen (Bebe Wood) and Karen (Avantika), dominate the social hierarchy. However, when Cady falls for Regina’s ex-boyfriend Aaron Samuels (Christopher Briney), she becomes a target for Regina’s manipulative schemes. With the help of her outcast friends Janis (Auli’i Cravalho) and Damian (Jaquel Spivey), Cady sets out to take down the top mean girl while navigating the treacherous world of high school. The film also features Mean Girls alums Tina Fey and Tim Meadows, as well as Jon Hamm, Jenna Fischer, Busy Philipps, and Ashley Park.
Paramount has been actively engaging with the Mean Girls fanbase, creating excitement leading up to the film’s release. The studio celebrated Mean Girls Day on October 3rd and recently launched the original 2004 movie on TikTok, releasing it in 23 parts. This tactic proved successful in growing the movie’s TikTok following to nearly half a million users. Additionally, Paramount organized an exclusive “On Wednesdays We Wear Pink Early Access Screening Event” on January 10th, allowing fans to watch the film in select theaters across the country at 7PM. These initiatives have further fueled anticipation and helped cultivate a dedicated fanbase.
Taking fandom to a whole new level, Mean Girls enthusiasts will have the opportunity to immerse themselves in the film’s world with the Mean Girls Experience. This fast-casual restaurant, created in collaboration with Bucket Listers city guide, will offer chef-driven cafeteria-style fare inspired by the movie. Headed by MasterChef semi-finalist Chef Becky Brown, the menu will feature items such as the Burn Book Burger Sliders, the Stab Caesar Salad, and the 1 3 5 Acai Bowl. Additionally, fans can indulge in desserts like the Kalteen Brownie, Rainbow + Smiles Cake, Is Butter a Carb? Cookies, and the Fetch Strudel. This unique dining experience will be available in Los Angeles on January 12th and in New York City on January 19th, providing fans with an opportunity to savor Mean Girls’ iconic references in a whole new way.
The upcoming release of the Mean Girls musical adaptation has generated significant interest and anticipation within its target audience. The film’s potential opening figures, combined with the strength of the Mean Girls brand and the various marketing initiatives undertaken by Paramount Studios, indicate a promising start for this comedy in the post-Covid era. With the combination of a talented cast, a captivating plot, and unique fan experiences, Mean Girls is undoubtedly set to make a head-turning impact in the entertainment industry.