By Scott Mendelson, Contributor
It’s a little bizarre that we would call a 2.44x weekend multiplier “exceptional”, but horror films are of course famously front-loaded. Nonetheless, The Conjuring didn’t completely collapse over the weekend and as such set a new record for an original R-rated horror movie. The $20 million 70’s-set possession thriller earned a whopping $41.5 million over its debut frame. Among openings for anything that could reasonably be classified as “horror”, it trails only Paranormal Activity 3 ($52 million) and Hannibal ($58 million). If you want to count horror-tinged thrillers or horror sci-fi, toss in I Am Legend ($77 million), World War Z ($66 million), War of the Worlds ($64 million), Signs ($60 million), and The Village ($50 million) as among the few to have higher debuts in this genre. As for the “why”, this is a case of solid marketing, along with a series of word-of-mouth screenings starting with last months’ Los Angeles Film Festival that helped sell the film’s genuine quality. …read more
Source: FULL ARTICLE at Forbes Latest

