Anthony D'Alessandro Editorial Director/Box Office EditorSUNDAY AM w/chart: Focus Features/Amblin’s PG-13 horror movie Come Play came in better than expected, seeing a boost on Halloween night (as opposed to an expected -5% drop) with $1.3M, +18% over Friday + preview’s $1.1M.
This puts the pic’s opening weekend at $3.15M in the No. 1 spot.One industry insider tells me about the boost, “Look at what happens when you spend on TV, people actually come; no studio has really figured out digital spending yet,” and I hear the last five days Focus spent on national TV spots.
That’s also the reason why Tenet‘s Labor Day opening weekend grosses (between $9M-$10M estimated) weren’t so vibrant: Warners curbed its TV spending, opting for more digital..
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