Focus Features-Amblin Horror Movie ‘Come Play’ Leading Halloween Pandemic Weekend B.O. With $2.5M
RelishMix observes there was a shorted runway for the Come Play trailer (but not as short as Empty Man‘s last week which was strictly one full week of digital promotion) with the first trailer dropped eight weeks ago on Aug. 27. Two studio-owned spots dropped on YouTube yielded 13.7M views with 86% of those views from a studio backed promo on the first trailer. On Facebook, video views for 15 videos were 8.9M with 95% from the first trailer. Focus Features dropped materials on their social media universe of 2M fans seeing moderate engagement with cross promotion on Amblin’s social channels of 3.1M fans.
In regards to social media conversation surrounding Come Play, RelishMix says it’s “super-mixed” with “most horror convo for new micro to mid-budget chatter spinning around whether there’s potential to ‘franchise-out’ to become the next Paranormal Activity, Saw, Insidious or A Quiet Place. Plus, chatter on the quality of scares and how many are seen in the marketing materials. Also, whether this latest horror movie seems to offer more originality versus cliches.”
When it comes to moviegoing during the pandemic, RelishMix noticed on social media that “there’s less convo on pandemic shutdown issues, movie re-dates and the state of exhibition business”. That will come as good news to exhibition, but we’re still not seeing big boosts here at the box office.