Additional Coverage:
- ‘Sinners’ overperformed at the box office, but only made $60 million. Here’s why the Michael B. Jordan movie is a win — and it’s not just because it was made by the director of ‘Black Panther.’ (businessinsider.com)
“Sinners” Slays Box Office Competition, Scoring Big for Original Films
In a victory for original storytelling, Ryan Coogler’s “Sinners” dominated the box office this past weekend, raking in $63.5 million globally. The film exceeded projections, snatching the top spot from “Minecraft,” which had held the lead for two consecutive weeks. Domestically, “Sinners” earned an impressive $48 million.
The thriller, starring Michael B. Jordan in a dual role as twin brothers operating a Mississippi juke joint, captivated audiences despite pre-release predictions favoring “Minecraft.” The plot thickens when the brothers’ opening night is disrupted by the unexpected arrival of a trio of vampires.
While some online commentators downplayed the film’s success, citing its substantial budget and Coogler’s prior success with the “Black Panther” franchise, the film’s marketing strategy played a significant role in its triumph.
Warner Bros. Elevates “Sinners” to Must-See Event
Coogler’s initial vision for “Sinners” was a modest, low-budget production. However, a trip to Mississippi inspired a grander, more epic scale.
This ambition was further amplified by a Warner Bros. executive who suggested a large-format release, recognizing the challenge of attracting audiences to original content. Coogler embraced the idea, shooting the film with IMAX cameras, a distinction shared with Christopher Nolan’s “Oppenheimer.”
The studio’s strategic marketing positioned “Sinners” as a cinematic event, encouraging viewers to experience it on the largest screens possible. This approach paid off, with premium large-format screenings accounting for 45% of the opening weekend’s domestic revenue. IMAX screenings alone contributed a remarkable 20%, a record for a horror film in that format.
“$63.5 Million Opening Weekend? That’s a Win!”
While “Sinners” carries a hefty budget, its impressive opening weekend performance signifies a substantial step towards profitability. The film’s success is particularly noteworthy given the challenges of attracting audiences to original content in a market saturated with adaptations, sequels, and remakes.
“Sinners” boasts the biggest opening for an original film since the pandemic, surpassing Jordan Peele’s “Nope.” With another weekend ahead before the release of Marvel’s “Thunderbolts,” “Sinners” has ample opportunity to recoup its budget and potentially solidify its position as a champion of original storytelling. The film’s strong performance suggests a growing appetite for fresh narratives, offering a promising sign for the future of original films.