As we enter the Labor Day weekend, the box office numbers for summer 2024 appear to be on the slower side. According to Comscore, the total summer revenue is projected to be around $3.6 billion, which is significantly lower than the $4.09 billion brought in during the summer of 2023. One of the main reasons for this decline is the absence of a major Marvel movie on the release calendar this year.
The studios made strategic decisions to shape the summer box office landscape. Sony, for example, decided to push their R-rated Marvel movie, Kraven the Hunter, from the Labor Day weekend to December. This move was aimed at taking advantage of the year-end moviegoing season, where movie attendance tends to be higher. In place of Kraven the Hunter, Sony released the PG-13 film “Afraid,” directed by Chris Weitz and starring John Cho. The film, which revolves around a family testing a new digital home assistant called AIA, is projected to make around $5 million during the 4-day weekend.
Disney and Marvel Studios’ “Deadpool & Wolverine” is expected to bring in $12 million to $14 million over the holiday weekend. This film is projected to claim the No. 1 spot for the fifth time this summer, adding to Disney’s impressive track record of ten No. 1 films over the 18-weekend season. While “Deadpool & Wolverine” may not reach the $600 million mark domestically just yet, it is making a strong effort to do so.
Apart from the major releases, other films are also vying for audience attention over the weekend. Showbiz Direct’s biopic “Reagan,” starring Dennis Quaid as the 40th President, has garnered a strong audience score of 98% on Rotten Tomatoes. Despite this, critics have given the film a lower rating of 25%. The film is hoping to attract Middle America to boost its box office numbers.
Another film to watch out for this weekend is Bleecker Street’s psychological thriller “Slingshot,” starring Casey Affleck and Laurence Fishburne. The film follows a group of astronauts on a risky mission to Saturn’s moon Titan, where tensions rise as one astronaut battles with his grip on reality. Additionally, Lionsgate’s “1992,” featuring Ray Liotta, Tyrese Gibson, and Scott Eastwood, tells the story of a shopkeeper trying to save his son during the 1992 L.A. uprising, boasting a 70% fresh score on Rotten Tomatoes. Roadside Attractions’ “City of Dreams” sheds light on the political hot-button issue of the border crisis, showcasing a boy’s journey from Mexico to a sweatshop in Los Angeles.
As we navigate through the Labor Day weekend at the box office, it is evident that the summer of 2024 has seen its fair share of highs and lows. While some studios made strategic decisions to secure better box office returns, others are relying on audience appeal and critical reception to drive their films to success. As we await the final numbers for the weekend, it remains to be seen how each film will perform in the competitive landscape of the summer box office.