In what is arguably tradition, the Labor Day weekend is going to be slow this year, moving this summer to a projected $3.6 billion total per Comscore, and that’s because the studios decided to play it that way.
Sony decided to push their R-rated Marvel movie, Kraven the Hunter, out of the four-day slot and into December to capitalize on the year-end moviegoing multiple.
Fair and smart. In its place, they have the $12M Blumhouse John Cho starring, Chris Weitz directed Afraid which did $400k in previews (off showtimes that started at 4PM) and is projected to do around $5M for the 4-day weekend.
In Afraid, Curtis (Cho) and his family are selected to test a revolutionary new home device: a digital family assistant called AIA.
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