In recent weeks, the horror genre has made a significant mark at the box office, showcasing an array of films vying for audience attention. However, Neon’s latest release, The Monkey, is poised to emerge as a standout success. Following its premiere, the film is expected to rake in between $12 million to $14 million over the weekend, starting with an impressive $1.9 million from previews. This anticipated financial performance not only highlights the film’s appeal but also positions it as a formidable contender in the competitive landscape of 2023 horror films.
Neon has successfully capitalized on the horror phenomenon in recent years, evident from its prior hit, Longlegs. That film launched with $22.4 million, supported by a strategic marketing campaign that included $3 million in previews. The Monkey, directed by Oz Perkins, has garnered $1.9 million in previews, marking it as the second-best preview earnings for Neon’s slate of films. When compared to New Line’s well-received Companion, which saw $1.7 million in previews and a $9.3 million opening, it becomes clear that The Monkey’s initial traction highlights a growing audience interest in Neon’s horror offerings.
Moreover, the marketing strategy for The Monkey is strikingly different from its predecessor. While Longlegs utilized an enigmatic campaign—intentionally concealing the film’s antagonist—The Monkey has taken a more direct approach. The film’s promotional material features rampant imagery of the titular monkey, from attention-grabbing posters to life-size models at multiplexes, thus maximizing its visibility. Despite the visibility, there is a subtle discrepancy; while audience awareness for The Monkey has soared above that of Longlegs, actual interest levels trail by seven percentage points, indicating a possible caution among viewers.
Examining the demographic of moviegoers reveals a promising trend. The early screenings attracted a robust 63% turnout from the coveted 18-34 age group, according to Comscore and Screen Engine’s PostTrak data. This young adult demographic is often critical for a horror film’s success, as they frequently seek fresh and adventurous cinematic experiences. Additionally, Neon’s investment in a $10 million promotional budget for The Monkey mirrors its earlier financial commitments for Longlegs, emphasizing the distributor’s confidence in the film’s potential.
Critical reception for The Monkey has also played a role in shaping audience expectations. The film boasts a favorable 80% score on Rotten Tomatoes, along with a respectable audience rating of 73%. Such ratings suggest that the film has resonated well with critics and viewers alike, nurturing positive word-of-mouth that could contribute to its enduring box office performance over subsequent weeks.
Broader Trends in the Current Box Office Landscape
The excitement surrounding The Monkey coincides with the broader box office scene that includes big hitters like Disney/Marvel’s Captain America: Brave New World, which secured the lead with an impressive $113 million after its first week. However, Lionsgate’s The Unbreakable Boy appears to be struggling with a critic score of 43%, pointing to the competitive and often unforgiving nature of the current cinema climate.
Alongside the anticipated success of The Monkey, Neon is bolstered by other accolades at film festivals, particularly with Anora, which is nominated for Best Feature at the Film Independent Spirit Awards. Such recognition not only heightens the prestige of Neon but also creates a positive feedback loop leading into major awards seasons, potentially enhancing viewer interest across its titles.
As The Monkey gears up for its official opening, it encapsulates the blend of anticipation and strategy central to successful film releases today. By effectively capitalizing on its marketing efforts, demographic engagement, and critical reception, Neon has positioned The Monkey not just as another horror film, but as a potential cultural phenomenon within the genre. With this promising outlook, it remains to be seen how well the film will perform against its competitors and what this means for the landscape of horror cinema moving forward.