IT - $19.2M (better than DL estimates)

$60M+ weekend will happen.

IT needs a 3.05 multiplier to deliver the 3rd biggest 2nd weekend of the year and a 3.37 multiplier to deliver the biggest 2nd R rated weekend of all-time...

Fucking insane that It in it's second weekend has a Friday number that is on par with most tentpole blockbusters. I think it might actually be better than some as well which makes it even more crazy. Now I'm anxious to see how big that Saturday bump will be, because this is definitely playing less like your standard horror film.

I expect a 3.25 IM for 'It'.

Oh and IT's 2nd weekend alone would have broken the September opening record...

Mother! going so low is a surprise to me, not on the merits of the film itself (which is a stinker), but historical Paramount data. Usually films opening in this many theaters muster at least $10 as a bare minimum.

I read it got a F from cinemascore that is pretty bad, but not surprising. I think it is too bonkers for most people.

IT has a lot of family appeal too so that will definitely help it out on Saturday.

That would have been a good opening day for It lol. It's doing really fantastic.

mother! is an interesting situation... I'm not sure the film would've done better going limited first but it's a shame media and generally it's getting mauled.

It is going to have the best 2nd weekend for an opener in September, October, and August! By a considerable margin, too - the next highest were Suicide Squad ($43.5 million) and Gravity ($43.2 million). Incredible.

I guess mother! was always doomed considering how crazy it was, but I imagine WOM is spreading quickly for it...probably won't even pass $15 million. Ah well. Good on Lawrence for taking challenging material.

A lot of great weekend holds, especially for Wind River, Leap!, and Spider-Man (which might stay flat with last weekend?!).

Pretty awful for mother!, but opening the weekend after It was always a bad idea, and hurt it the most IMO. I actually thought the marketing was solid, but there was no way it was going to breakout after seeing how massive It was, and the mixed reviews were the final nail in the coffin, although the RT score isn't bad. I'm a bit surprised by how well American Assassin did though. It looked beyond generic from the tv spots, but I guess there's an audience for it after all.

mother! is a great movie but mainstream audiences were never going to like it and they should have definitely gone with a limited rollout. Ballsy of Paramount to just go for it though and see what happened.

A limited release wouldn't have helped it, I feel. It would have done tremendously in the big cities, but the hyper-divisive word-of-mouth would have spread before it even played in a lot of areas. Paramount went for the fiscal jugular: sell it as a horror-leaning Jennifer Lawrence vehicle, open it entirely wide, and hope to earn as much as possible as quickly as possible. It just did not pan out.

Why do you think it would have fared well in big cities?

Because it is a well-reviewed, "cool" movie by a director with a huge amount of art-house appeal.

Consider how incredibly well Steve Jobs did in four theatres and how poorly it did nationwide. Or Spring Breakers' 87k average in three theatres and subsequently softer numbers in over 1,000.

Yeah i think they knew what they had on their hands and wanted to make as much money as soon as possible before word spread.

They must have known what WOM would be like. I don't think it's worth it, I doubt the marketing will pay for itself.