The highly anticipated feature film adaptation of the beloved horror video game, Five Nights at Freddy’s, is poised for a massive opening weekend at the domestic box office. With predictions of a $50 million-plus start, the film has the potential to become the second-best opening of the fall season. However, there are several factors that could impact its performance, including the non-traditional release strategy and the influence of streaming platforms.
A Surprising Box Office Potential
Traditionally, the pre-Halloween weekend has not been known for robust film openings. However, Five Nights at Freddy’s has managed to generate significant buzz and presales. With some exhibitors projecting a tentpole-type opening of $85 million, it is clear that there is a strong demand for this horror film. It should be noted that the presales seem to be primarily driven by a passionate under-25 demographic, which raises questions about the sustainability of the film’s box office performance beyond its opening weekend.
One of the factors that may affect the box office potential of Five Nights at Freddy’s is its day-and-date release on the streaming platform Peacock. While this non-traditional release strategy allows for wider accessibility and caters to the growing popularity of streaming services, it also raises concerns about cannibalizing the film’s theatrical revenue. The comparison to previous day-and-date releases, such as Halloween Ends, which underperformed at the box office despite strong presales, demonstrates the unpredictability of millennial moviegoers and their viewing preferences.
Universal’s decision to release Five Nights at Freddy’s simultaneously in theaters and on Peacock reflects the evolving dynamic between traditional theatrical distribution and the increasing influence of streaming platforms. While the penetration of Peacock may not be as extensive as Disney+ or Netflix, Freddy’s serves as a driver to attract and retain subscribers to the OTT service. Despite the potential revenue left on the table due to the streaming release, it is clear that studios are exploring new hybrid models to navigate the changing landscape of film distribution.
Directed by Emma Tammi, Five Nights at Freddy’s centers around the character of Mike, played by Josh Hutcherson, known for his roles in Ultraman and The Hunger Games franchise. Mike is a troubled young man responsible for caring for his sister Abby, portrayed by Piper Rubio. The film takes place at an abandoned theme restaurant called Freddy Fazbear’s Pizzeria, where Mike works as a night security guard. As Mike delves deeper into the mysteries of Freddy’s, he encounters the supernatural and is drawn into a nightmarish journey.
In addition to Five Nights at Freddy’s, other films are vying for audience attention during the same weekend. Taylor Swift: The Eras Tour, a concert film from AMC, is expected to experience a significant drop in its third weekend but could still secure the second-place position with an estimated $13.3 million. Killers of the Flower Moon, from Apple Original Films and Paramount, had a solid opening and hopes to maintain its momentum in its second weekend. Meanwhile, The Holdovers, an awards season contender, is being rolled out in limited release by Focus Features.
The opening weekend of Five Nights at Freddy’s holds the potential for a box office success story, with impressive presales and a devoted fan base. However, the film’s day-and-date release on Peacock and the changing viewing preferences of millennial audiences introduce a level of uncertainty. As the film industry continues to adapt to the rising prominence of streaming platforms, studios like Universal are navigating the fine line between theatrical distribution and digital releases. Only time will tell if Five Nights at Freddy’s can live up to its box office potential and deliver a thrilling experience for both theatergoers and streaming audiences.