Despite the historically successful box office frame that Super Bowl weekend has been known for in the past, this year seems to be a different story. Apple Original Films’ Matthew Vaughn-directed film, “Argylle,” is facing a steep decline in its second weekend, dropping 62% and only bringing in $6.6 million. This disappointing performance brings the film’s 10-day total to $28.9 million, a far cry from the numbers achieved by previous Super Bowl weekend hits like “American Sniper” and “Bad Boys for Life.”
In an attempt to counterprogram against the male-dominated offerings of Super Bowl weekend, Focus Features released “Lisa Frankenstein,” a teenage genre comedy directed by Zelda Williams. The film, aimed at young women and arthouse audiences, earned $4 million over the weekend at 3,143 theaters. Written by Oscar winner Diablo Cody, “Lisa Frankenstein” follows the story of a girl who falls in love with a deceased individual and embarks on a journey to find love, happiness, and a few missing body parts. While the film may not have reached the heights of a “Mean Girls,” it is reminiscent of highbrow teenage comedies like “Booksmart.”
The fifth weekend of Amazon MGM’s “The Beekeeper,” starring Jason Statham, ranks third with a three-day total of $3.3 million. Despite its moderate success, the film has not surpassed some of Statham’s previous action titles. Warner Bros.’ “Wonka” also aims for third place with a similar $3.3 million weekend gross, bringing its total domestic earnings to $205.2 million. Additionally, Illumination/Universal’s “Migration” holds onto fifth place with a weekend total of $3 million, pushing its overall earnings to $109.9 million.
Super Bowl weekend in 2021 seems to be falling short in comparison to previous years. Last year’s total box office earnings during the same weekend were $52.6 million, with Warner Bros.’ “Magic Mike’s Last Dance” leading the way with an $8.3 million opening. This year’s overall performance is expected to be lower, indicating a downward trend in box office success during the Super Bowl weekend frame.
The box office landscape during Super Bowl weekend 2021 paints a mixed picture. While some films like “Argylle” struggled to find their footing, others like “Lisa Frankenstein” and “The Beekeeper” managed to capture the attention of audiences. With shifting audience preferences and the ongoing impact of the pandemic on theatrical releases, the future of box office success during traditionally lucrative weekends like Super Bowl remains uncertain. Only time will tell how the industry adapts to these changing dynamics and challenges.