Over the past year and change, the superhero genre has been flush with massive successes such as Black Panther, Avengers: Infinity War, Aquaman, Captain Marvel, and current box office champ Shazam!, which has dutifully met expectations. The upcoming Avengers: Endgame is looking to set the all time opening record in two weeks. Something was bound to eventually get lost in the shuffle and that turned out to be Hellboy this weekend.
The film rebooted the Dark Horse Comics franchise that debuted in 2004 with Guillermo del Toro behind the camera and Ron Perlman as the horn clad anti-hero. A 2008 sequel, Hellboy II: The Golden Army, built on the grosses of its predecessor.
Neil Marshall took over directorial duties for the new Hellboy with David Harbour of “Stranger Things” cast as the title character. All along the way, the marketing campaign seemed curiously muted. It was as if Lionsgate might have known they had a dog on their hands. And they did. The review embargo didn’t lift until late this week. Rotten Tomatoes has been ripe with bad critical reaction with a 15% score. CinemaScore audiences haven’t been kind either with a lowly C rating.
On Sunday, the initial results have Hellboy in third place with just $12 million. Not only is that behind the second frame of Shazam!, it’s after the debut of the Regina Hall comedy Little. To put that in perspective, the 2004 Hellboy made $23 million out of the gate. The Golden Army took in $34 million. For both of those films, the opening weekends represented a hefty chunk of the overall earnings. In the case of the second installment, it fell hard in its sophomore frame due to another comic boom sequel premiering called The Dark Knight. With its toxic word of mouth, I expect this version to tumble at least 60% in weekend #2 and probably more.
If there’s any silver lining for the studio, it’s that the reboot cost a reported $50 million. That’s certainly low on the scale for this genre. Yet we can be sure this iteration of the character is a one-off. And we’ve found out what the depths of Hellboy are on a financial level and it’s not pretty.