In the wake of the Covid-19 pandemic, studios found themselves navigating uncharted waters when it came to film distribution. The adoption of the theatrical day-and-date model seemed like a viable solution when cinemas were forced to close their doors. However, as the industry settled into a new normal, it became evident that the traditional theatrical release still held significant value. The downstream profits that came with a successful theatrical run highlighted the importance of this form of distribution as an advertisement for a movie’s longevity in subsequent home entertainment windows.
In 2023, streamers such as Apple also recognized the necessity of a theatrical release to eventize their movies. The financial data compiled for Deadline’s Most Valuable Blockbuster Tournament was sourced from seasoned and trusted industry experts, shedding light on the evolving landscape of film distribution.
Universal’s collaboration with Blumhouse on the film adaptation of the popular video game Five Nights at Freddy’s proved to be a surprise hit in the fall box office. Despite a challenging theatrical environment, the horror pic managed to defy the odds and deliver impressive results. With an $80 million opening in the US and a global debut of $131 million, Five Nights at Freddy’s outperformed expectations and solidified its place as a valuable blockbuster.
While tracking organizations like Quorum had projected a $50 million opening for Five Nights at Freddy’s, the actual numbers exceeded these estimates. The inability of tracking to accurately predict day-and-date releases underscored the unpredictable nature of the box office. However, the success of Five Nights at Freddy’s served as an exception to the rule, demonstrating the potential of a well-executed marketing strategy.
Universal’s attention to detail in capturing the essence of the original video game proved crucial in resonating with fans. From the authenticity of the animatronic animal characters to the involvement of the game’s creator, Scott Cawthon, in the filmmaking process, every aspect of the movie was carefully crafted to appeal to the faithful audience. The social media reach of the film also exceeded expectations, with a near half-billion universe reach per RelishMix.
Despite the success of Five Nights at Freddy’s, there were instances where money was left on the table. The absence of an Imax release over the opening weekend and the lack of advance ticket sales optimization hinted at potential missed revenue streams. However, the film’s impact on Peacock subscriptions and the overall net profit of $161 million pointed towards a successful venture for Universal and Blumhouse.
The success of Five Nights at Freddy’s serves as a testament to the enduring power of the theatrical release. By combining innovative marketing strategies with a deep understanding of the source material, studios can create immersive cinematic experiences that resonate with audiences and drive box office success. As the film industry continues to evolve, the lessons learned from Five Nights at Freddy’s can serve as a blueprint for future blockbuster endeavors.