Horror Pic ‘The Invitation’ Leads Worst Weekend At This Summer’s Box Office, All Pics Grossing $54M

deadline.com:

SATURDAY AM UPDATE: The bowels of the summer box office have been reached with Sony’s new C CinemaScore horror movie The Invitation leading with $6M-$7M at 3,114 theaters.

Like the late Andy Rooney, I get a lot of mail from sources, but in this instance it’s about why it’s important to be gentle when covering the box office.

We’re still in the pandemic, we’re not back yet, it’s not good for our business to be nasty, blah blah blah. However, simply putting random movies in theaters without any great P&A spend doesn’t do the box office, or exhibitors any favors.

This weekend will rank as the lowest grossing weekend to date of summer with an estimated $54M for all titles (some even have it lower).