This weekend at the box office is shaping up to be one for the books, with unexpected competition for the likes of Deadpool and Wolverine in their third weekend. The feature adaptation of Colleen Hoover’s novel, “It Ends With Us,” has taken everyone by surprise with its impressive performance, raking in $7M in previews on its opening day. This unexpected success has sent shockwaves through the industry, challenging the dominance of traditional blockbusters.
With previews comparable to pre-Covid hits like “Fifty Shades of Grey” and “Twilight,” “It Ends With Us” is proving to be a force to be reckoned with. Industry projections initially estimated a $15M opening, but the film has exceeded expectations, with some experts predicting an opening weekend of $40M or even higher. This unexpected surge in interest has left many in the industry holding their breath, wondering if this success will translate to sustained box office performance.
The Power of Female Audiences
One of the key factors driving the success of “It Ends With Us” is its appeal to female audiences, particularly book readers. While traditional tracking methods may overlook this demographic, the film has struck a chord with female moviegoers, leading to strong presales and impressive preview numbers. The film’s ability to connect with this often underestimated audience is a testament to the power of female-driven storytelling.
A Perfect Storm of Factors
Several factors have contributed to the surprise success of “It Ends With Us,” from Colleen Hoover’s dedicated fan base to Blake Lively’s star power. The strategic marketing campaign, including the use of Taylor Swift’s song “My Tears Ricochet” in the trailer, has also played a significant role in generating buzz and excitement around the film. Additionally, the unique circumstance of both Lively and her husband, Ryan Reynolds, having theatrical releases within the same timeframe has added to the film’s appeal.
Even if “It Ends With Us” ultimately settles for the number two spot at the box office with a $30M opening, its success sends a clear message to Hollywood. The film’s unexpected performance serves as a reminder to studios to reconsider their approach to theatrical releases versus streaming. The potential goldmine of the box office should not be underestimated, especially when it comes to tapping into underserved audiences and genres.
“It Ends With Us” has defied expectations and emerged as a surprising contender in a crowded box office landscape. Its ability to resonate with female audiences and capitalize on the star power of its cast has propelled it to success against all odds. As Hollywood reflects on the lessons learned from this unexpected hit, one thing is clear: the box office remains a powerful force to be reckoned with in the world of entertainment.