This weekend at the box office is shaping up to be quite extraordinary, with unexpected projections for the female-driven movie adaptation of Colleen Hoover’s “It Ends With Us.” Despite being up against heavy hitters like Disney/Marvel Studios’ “Deadpool” and “Wolverine” in its third weekend, industry sources have reported that the Blake Lively starring feature has already raked in a remarkable $7 million in previews on its opening day. This surprising figure is reminiscent of the pre-Covid previews earnings of hits like “Fifty Shades of Grey” and “Twilight,” indicating the potential for a substantial opening weekend.
“It Ends With Us” has managed to surpass even the previews of Marvel’s “The Marvels,” further solidifying its position as a serious contender at the box office. With initial tracking estimates at $15 million, the film has quickly gained momentum, with industry projections now reaching as high as $40 million. However, there is still a sense of uncertainty surrounding the movie’s ultimate success, particularly in terms of reaching a broader audience beyond hardcore fans of the source material.
The success of “It Ends With Us” underscores the significant influence of female-driven movies in the industry. While tracking data may not always capture the full extent of non-frequent moviegoers, the loyal fanbase of female book readers has clearly shown up in force for this adaptation. The anticipated Friday-to-Saturday drop in attendance will be a crucial test for the film, as past releases like “Twilight” have experienced sizable declines on their second day.
Several factors have contributed to the buzz surrounding “It Ends With Us,” from Colleen Hoover’s popularity as a novelist to Blake Lively’s star power and the inclusion of a Taylor Swift song in the trailer. The synergy created by the simultaneous theatrical releases of Lively’s husband, Ryan Reynolds, and Hugh Jackman only adds to the film’s appeal. Even if “It Ends With Us” settles for a second-place opening with $30 million, the impact of this weekend’s box office performance should serve as a wake-up call for Hollywood.
The unexpected success of “It Ends With Us” highlights the untapped potential of certain genres in the theatrical space. As studios continue to prioritize streaming releases, this weekend’s box office results demonstrate that there is still significant value in the traditional cinema experience. The lesson to be learned is clear: think twice before relegating a film to streaming when there is the possibility of striking gold at the box office.