In a recent podcast, Jason Blum opened up about the disappointing performance of M3GAN 2.0, exploring the factors that contributed to its underwhelming box office results.
Jason Blum Reflects on the M3GAN 2.0 Box Office Struggles
As M3GAN 2.0 struggles to meet the expectations set by its predecessor, Blumhouse is evaluating its latest box office disappointment.
Blumhouse’s Painful Weekend
Jason Blum humorously shared that he has “been in pain all weekend long” following the sequel’s opening weekend, which brought in only $10.2 million ($17 million worldwide).
A Candid Discussion
On The Town podcast, Blum stated, “If Blumhouse is in a slump, I’d like to tell that story. I don’t want others to tell it.” He expressed frustration with how the industry often ignores failures, saying, “They pretend it’s not happening.”
Initial Expectations vs. Reality
Blum revealed that just ten weeks prior, the sequel was projected to open at $45 million, and they believed it could surpass F1‘s debut of $57 million ($146.3 million). “This tells you how unpredictable tracking is in this current marketplace,” he noted.
Understanding Audience Preferences
Despite a significant audience eager to see the film, Blum admitted, “The key is, we can’t figure out what movies they want to go see.” As projections fell to $30 million, he was initially okay with that, as the original opened at $30.4 million. However, when the final estimate dropped to $20 million, he expressed disappointment, describing a “death spiral of depression” before coming to terms with the outcome.
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Lessons from M3GAN
Blum reflected on the miscalculations surrounding M3GAN, stating, “We all thought M3GAN was like Superman—we could do anything to her.” He acknowledged that they overestimated the audience’s connection to the character.
The Impact of Genre Changes
Blum attributed some of the film’s struggles to its shift from horror/thriller to action/comedy and its summer release. He praised director Gerard Johnstone, emphasizing that he requires ample time to craft a film. “On the first M3GAN, he had all the time in the world,” Blum explained.
The Challenge of Sequels
As noted in Deadline’s box office analysis, sequels to gimmick horror films face unique challenges. Blumhouse is currently on a rough streak with films like The Woman in The Yard ($22.4 million domestic), Wolf Man ($20.7 million), and Drop ($16.6 million). Thankfully, they produce films at a low cost, with M3GAN 2.0 budgeted at $25 million before marketing.
