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<\/p>Have you heard of the movie that\u2019s so disturbingly stomach-churning, so horrifyingly gruesome, it\u2019s allegedly causing some audience members to vomit, faint and even need to get carried out of movie theaters?<\/p>
That very question (the movie, by the way, is \u201cTerrifier 2\u201d) is inspiring horror fiends and skeptics to go to their local cinemas in droves to assess the hype for themselves. The ultra-gory, micro-budget slasher film has overcome relative obscurity to defy the odds and emerge as one of the unlikeliest box office successes of the season. \u201cTerrifier 2\u201d \u2014 and no, you don\u2019t need to watch the original movie first \u2014 has landed in the top 10 in recent weeks on its path to generating a scary-good $7.73 million in domestic ticket sales. And it\u2019s achieved those returns without a major movie star on the marquee and hardly any promotion. <\/p>
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\u201cThis is where word-of-mouth becomes more important than any paid advertisement,\u201d says Jeff Bock, an analyst with Exhibitor Relations. \u201cWhen the target audience hears \u2018vomit-o-rama\u2019 \u2014 that\u2019s worth the price of admission.\u201d<\/p>
Its breakout success is perhaps most shocking to its backers Bloody Disgusting and Cinedigm, as well as Iconic Releasing, which is distributing the film. Since \u201cTerrifier 2\u201d is not rated by the Motion Picture Association, distribution executives struggled to convince theater operators to free up auditoriums in the first place. With that challenge in mind, the movie was initially intended to screen for only three nights.<\/p>
\u201cThis has taken us all by surprise,\u201d says Devon Canfield, the VP of sales and distribution at Iconic Releasing. <\/p>
In its opening weekend, \u201cTerrifier 2\u201d grossed $825,000 from 886 cinemas. From there, something unusual happened. For virtually any movie that\u2019s ever been released in theaters, ticket sales generally decline in subsequent weeks. Even mainstays like \u201cAvatar\u201d and \u201cTop Gun: Maverick\u201d experienced a dip after debuting on the big screen. But so far, \u201cTerrifier 2,\u201d which follows a horrifying killer called Art the Clown, has managed to do the opposite, all while punching up against major studio horror films like \u201cHalloween Ends,\u201d \u201cSmile\u201d and \u201cBarbarian.\u201d <\/p>
\u201cIt has caught fire in a way you don\u2019t see for a movie that\u2019s not from a major studio,\u201d says Paul Dergarabedian, a senior Comscore analyst.<\/p>
Though its theater count was slashed to 700 in its sophomore outing, the film earned even more than the weekend prior, bringing back $850,000 between Friday and Sunday. At that point, \u201cTerrifier 2\u201d had grossed $2.29 million in total. <\/p>
\u201cWe dropped to 700 screens in [our second weekend], and we continued to increase our gross,\u201d Canfield says. \u201cThat doesn\u2019t happen when you lose locations.\u201d<\/p>
By then, buzz began to build, and \u201cTerrifier 2\u201d generated $1.9 million in its third frame while expanding to 755 locations. And now in its fourth weekend on the big screen, ticket sales have continued to rise (by 4%) as the movie amassed $1.8 million from 1,550 screens, marking its widest footprint to date. With nearly $8 million in the bank, box office watchers predict hitting $10 million in ticket sales is within reach.<\/p>
\u201cThe week-to-week increase is extraordinarily rare,\u201d says Dergarabedian. \u201cIt\u2019s like a Sasquatch finding.\u201d<\/p>
It\u2019s not putting up the same numbers as higher-profile horror stories like \u201cHalloween Ends\u201d ($60 million), \u201cSmile\u201d ($92 million), or \u201cBarbarian\u201d ($40 million), but it doesn\u2019t need to; \u201cTerrifier 2\u201d was crowd-funded and made for $250,000.<\/p>
What\u2019s more notable about \u201cTerrifier 2\u201d landing at the No. 8 spot over the weekend is: It\u2019s only playing in most theaters for one or two showtimes per day. By comparison, \u201cT\u00e1r,\u201d another lengthy movie with a runtime that\u2019s close to two hours and 30 minutes, is played at least four times per day. That film, a likely awards season contender, came in 11th place while playing in 1,087 cinemas over the weekend.<\/p>
\u201cAlmost every showtime is near capacity,\u201d Canfield said. \u201cTheaters have had to switch it to larger houses.\u201d<\/p>
Box office watchers point out there are just as many factors working against \u201cTerrifier 2\u201d (it\u2019s over two hours long, and there are plenty of other horror movies in theaters right now) as there are working for it (scary movies rarely miss at the box office, and the marketplace is emptier with 45.5% fewer releases this fall compared to the same period in 2019, according to Comscore). <\/p>
But the triumphant ticket sales point to one truth: \u201cHorror audiences are out there more than ever,\u201d Bock says. \u201cIt\u2019s hot as Hades.\u201d\u00a0<\/p>
The sequel\u2019s box office success is also impressive because the original \u201cTerrifier\u201d did not originally have a theatrical run when it came out in 2016, though it briefly played in limited release in 2018. It only screened in 5 theaters and took in about $2,500.<\/p>
\u201cFor this one, we knew that there was a strong following online and we wanted to give it as much chance as possible to make a theatrical splash and reward the fans,\u201d Canfield says.<\/p>
Written and directed by Damien Leone, \u201cTerrifier 2\u201d features a demonic clown killer who brutalizes the citizens of a small town around Halloween. Critics have been kinder to the sequel, saying it improves on the original story of Art the Clown. Variety\u2019s Owen Gleiberman praised its \u201cgrindhouse-style gore\u201d and described the film as a \u201cslasher dreamscape.\u201d<\/p>
\u201cSet mostly on Halloween night, \u2018Terrifier 2\u2019 is a distended holiday-horror film that lopes along for 2 hours and 18 minutes,\u201d he wrote. \u201cYet that more or less matches up with Art the Clown\u2019s philosophy of mayhem: More is more.\u201d<\/p>
Though the film is going to be available digitally by Oct. 31, \u201cTerrifier 2\u201d is still expected to impress at the box office in the coming weeks. For one, it\u2019s exclusively streaming on Screambox, a smaller genre-centric platform powered by Bloody Disgusting, so that factor is not expected to cut into ticket sales. In an era where superheroes and big-budget sequels reign supreme, Canfield believes there\u2019s a lesson in the unexpected box-office success of \u201cTerrifier 2.\u201d<\/p>
\u201cTo movie theaters, I\u2019d say: embrace alternative content and don\u2019t be afraid to take risks,\u201d Canfield says.<\/p>
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