‘It Chapter Two’ Scares Away Rivals and Chews Up the Weekend Box Office

  • Indiewire
“It Chapter Two” (Warner Bros.) and its terrific $91 million gross deserves attention on multiple levels. Clearly, moviegoers are franchise-crazy, no matter what the time of year, even during the post-Labor Day box-office doldrums. Without sequels theaters would wither away.

The “It Chapter Two” gross represented two thirds of all tickets sold this weekend in the U.S. and Canada. That’s better than most top Marvel movies achieve. That’s because Warners staked out the date far in advance and scared the competition away.

“It Chapter Two” was the sole studio wide release– the 12th time in 36 weekends this year that only one (or in one case no) wide-release title debuted. When the anticipated franchise claims the date, the other movies get out of the way.

That of course makes the new film even bigger, and in turn reinforces the idea that the best strategy is to make and market familiar,
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