‘Smile’ Leads Box Office With Scary Good $22 Million Opening, ‘Bros’ Fizzles With $4.8 Million
Brent Lang Executive Editor Paramount’s “Smile” debuted to a sizzling $22 million, easily topping the domestic box office. The horror film beat out the weekend’s other new wide release, Universal’s LGBTQ romantic comedy “Bros,” which landed in fourth with a paltry $4.8 million debut. “Smile” ranks as one of the better original horror debuts of the year, beating out 20th Century Studios’ “Barbarian” ($10 million) and Sony’s “The Invitation” ($7 million). As the box office enters October, the horror genre will continue to take center stage with Universal’s “Halloween Ends” releasing in two weeks and hoping to cash in on the excitement for thrills and chills. The box office result for “Smile” is a frighteningly good haul, seeing as it cost Paramount a measly $17 million to produce. The company used some clever marketing tactics this week by strategically placing paid actors, with huge, creepy smiles plastered on their faces, behind home plate during televised Major League Baseball games. Social media users quickly noticed the unsettling fans, who wore “Smile” t-shirts, when the cameras zoomed in on batters stepping up to the plate.