And now on this little blog of mine… a return to something that could be normalcy. OK, not really but it’s the closest we’ve come in a long time, my loyal readers!
For the first time in nearly half a year, I have something called a “box office prediction” to write. I’ll fully admit that (just like 2020 itself), I’m entering uncharted territory. It begins with an Oscar winner in a road rage B movie and its release will be studied more closely than its makers ever could have imagined.
Unhinged is the first project from upstart Solstice Studios and it stars Russell Crowe as an unstable motorist who terrorizes a family. Derrick Borte directs with a supporting cast including Caren Pistorius, Gabriel Bateman, and Jimmi Simpson. In what has become a common occurrence since the COVID-19 pandemic drastically altered every sector of the U.S. economy, its August 21st release date is its fourth after various delays.
The thriller will be out this Friday (08/14) in on our neighbor to the north on approximately 300 screens before a planned expansion to the States. The strategy (as of today) is for Crowe and company to be on approximately 2000 screens on the 21st between this nation and Canada.
There are obviously numerous questions that abound when it comes to the first major theatrical release since the middle of March. The state of New York still hasn’t given a green light for openings and it goes without saying that the NYC market is significant. There’s the issue of capacity limitations in any cinema. There’s, of course, the overarching multi-million dollar question as to whether moviegoers are ready to return to the multiplex at all.
The Canadian numbers this weekend for Unhinged could provide some clues. However, even that is not an apples to apples comparison as that country’s cases are not as pronounced as they are here.
Reviews for a movie like this probably don’t matter much. I will note that its received mixed critical reaction to the tune of a 53% Rotten Tomatoes score. The pic already saw a July release in various European and Asian countries and Australia. Its current total stands just over $5 million in those territories.
Let me state the obvious: this is mostly pure guesswork as to the opening weekend for Unhinged. We’ve simply never seen a movie open under these circumstances. Ever. And Solstice Studios seems to be moving forward with their plan to be first out of the wide release gate. It is certainly possible that I will make updates to my estimate as the 21st draws closer.
If the 2000 count holds, Unhinged making close to $5 million appears feasible. I’ll put it just under that for now and let’s see if my projection for this historic opening fluctuates in the coming days.
Unhinged opening weekend prediction: $4.8 million