Scream Horror Magazine

BLUMHOUSE SENDS “IMAGINARY” HOME EARLY AMID TOUGH BOX-OFFICE COMPETITION

Posted on: April 8th, 2024

Admittedly, it hasn’t been the best start to 2024 for Blumhouse.

After taking a huge loss with The Exorcist: Believer and cancelling their planned trilogy, Blumhouse’s first release of 2024 also didn’t go to plan. Night Swim received highly negative reviews from audiences and critics alike, and disappointed at the box-office with $54 million on a $20 million budget.

Jeff Wadlow’s Imaginary was hoped to give the studio their first hit of the year… However, that also hasn’t gone to plan.

Despite a sizeable promotional push from Lionsgate, Imaginary was met with critical scorn, and opened in fourth place at the box-office. To date, the supernatural tale has taken in only $24.5 million domestically on a budget of $13 million.

Given that the picture opened opposite Kung Fu Panda 4 on March 8th, this is hardly surprising. However, Imaginary did not hold well in its second weekend, and come its third, Blumhouse admitted defeat.

After only 20 days in theatres, you can now view Imaginary from the comfort of your own home. We haven’t seen a turnaround quite so fast since the days of the Covid Pandemic, but it is a move that’s understandable.

In its third weekend Imaginary faced a hugely crowded genre market. Opposite Ghostbusters: Frozen Empire, Immaculate, and Late Night with the Devil, there was little hope of anymore profit for Blumhouse.

Moving the film to VOD platforms is a sure-fire way to recoup some of the theatrical losses, as there is a large portion of the population that still prefer the comfort of their own home to a theatre.

So, Chauncey has arrived on all good VOD platforms, and could be a sleeper hit for the studio.

However, the disappointment of Blumhouse’s last two supernaturally based offerings hint at a definite shift in the market. Slashers continue to reign supreme, it seems… So let’s see if Blumhouse have any up their sleeve.

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