The Super Bowl weekend has historically been a mixed bag for the box office. While it may dampen Sunday business, there have been instances where films aimed at male audiences still managed to yield significant results. However, this year’s box office numbers tell a different story. Despite efforts to counterprogram with films targeted at different demographics, the results have been underwhelming. In this article, we will take a closer look at the disappointing performance of films during the Super Bowl weekend.
One of the films that suffered a significant decline in its second weekend is Apple Original Films’ “Argylle,” directed by Matthew Vaughn. The movie generated only $6.6 million, down 62% from its opening weekend. With a projected 10-day result of $28.9 million at 3,605 theaters, “Argylle” failed to resonate with audiences. Despite an impressive lineup of talent, including an ensemble cast featuring big names like Henry Cavill, Sam Rockwell, and Bryce Dallas Howard, the film failed to meet expectations.
Recognizing the challenges of the Super Bowl weekend, Focus Features released “Lisa Frankenstein,” a teenage genre comedy aimed at young women and arthouse audiences. Written by Oscar winner Diablo Cody, the film tells the story of a girl who develops a crush on a dead person. Despite the curious premise, “Lisa Frankenstein” struggled to make a significant impact. Opening at 3,143 theaters, the film generated a modest $4 million in its three-day weekend. While it was not expected to reach the heights of iconic teenage comedies like “Mean Girls,” the film’s performance resembled that of another highbrow teenage comedy, “Booksmart,” which debuted with $6.9 million at 2,505 theaters in 2019.
One factor that may have contributed to the lackluster performance of both “Argylle” and “Lisa Frankenstein” is their lukewarm critical reception. “Argylle” holds a meager 51% rating on Rotten Tomatoes, failing to win over critics. However, it fared slightly better with the audience, scoring 73% in the same platform. On the other hand, “Lisa Frankenstein” also faced mixed reviews, leaving audiences uncertain about its appeal. The challenge of attracting viewers is further exacerbated by the saturation of streaming platforms offering a plethora of options.
Amidst the disappointments, Amazon MGM’s “The Beekeeper,” starring Jason Statham, managed to secure the third spot during this Super Bowl weekend. With a Friday gross of $950K, the film reached a three-day total of $3.3 million at 3,057 theaters, marking a 38% decline. Its cumulative domestic total now stands at $54.1 million. While this result is commendable, it falls short of some of Statham’s previous action titles, such as “Crank” and “The Mechanic.”
Warner Bros’ “Wonka” continues to maintain its position in the top tier, aiming for a third-place ranking during its ninth weekend. With an estimated $3.3 million in a 29% decline, the film is on track to reach a domestic total of $205.2 million by Sunday. This accomplishment makes it Timothée Chalamet’s highest-grossing movie to date, highlighting his growing popularity among audiences.
Illumination/Universal’s “Migration” secured the fifth spot during its eighth weekend but experienced a 28% decline. With a three-day gross of $3 million, the film reached a running total of $109.9 million at 2,679 locations. While not a standout performer, “Migration” has managed to maintain a steady presence at the box office.
The 2022 Super Bowl weekend has proven to be a challenging frame for the box office. Both anticipated releases, “Argylle” and “Lisa Frankenstein,” struggled to make a significant impact, hindered by mixed critical reception and fierce competition from other entertainment mediums. However, films like “The Beekeeper,” “Wonka,” and “Migration” have managed to find moderate success amidst the overall disappointment. As the landscape of the film industry continues to evolve, it remains essential for filmmakers and distributors to navigate these unique challenges and adapt their strategies accordingly.