Can you imagine a world where Scream, the iconic slasher that redefined horror in the '90s, was considered a box office dud? It almost happened! The film's initial performance was so underwhelming, it could have easily been relegated to the bargain bin of cinematic history. But here's the twist: Scream defied expectations and became a massive success story. Let's dive into how this unlikely turnaround unfolded.
Back in December 1996, Scream didn't exactly set the box office on fire. According to a UPI report from that time, Wes Craven's meta-horror flick was overshadowed by some surprising competitors. Beavis and Butt-head Do America, the big-screen debut of the crude cartoon duo, dominated the charts, raking in over $20 million. Tom Cruise's Jerry Maguire held a respectable second place with $13.1 million, while Disney's live-action 101 Dalmatians continued its strong run, earning $6.9 million. And then there was Scream, limping into fourth place with a mere $6.3 million across 1,413 theaters.
Just $6.3 million? In today's world of blockbuster expectations, that kind of opening would be catastrophic. Imagine if Scream VI had debuted with those numbers – the studio might have immediately pulled the plug on Scream 7! But here's where it gets controversial... Would that have been the right call? Or would we have missed out on a horror masterpiece?
The reason that opening weekend figure seems so alarming is due to the typical trajectory of a movie's box office performance. The opening weekend is usually the peak; after that, earnings tend to plummet. It's common for a film's revenue to drop by more than half in its second weekend, and the decline usually continues from there. If Scream had followed that pattern, it likely wouldn't have even recouped its modest $14 million budget. Disaster averted, right?
Thankfully, something remarkable happened. Word-of-mouth saved the day! Initial viewers couldn't stop raving about Scream's clever writing, suspenseful scares, and self-aware humor. This buzz generated significant interest, leading to a rare phenomenon: Scream's second weekend actually outperformed its first, bringing in $9 million. And the momentum continued into its third weekend, with even greater earnings. While revenue eventually decreased, Scream maintained impressive staying power, still earning over $1 million per week as late as Memorial Day weekend in 1997. This is the part most people miss: the organic growth of a film's popularity through genuine positive feedback.
Scream's journey highlights a crucial lesson: you should never write off a movie too early. Dimension Films' faith in the project, even after a shaky start, ultimately paid off handsomely.
This kind of box office turnaround is arguably less common today, largely due to the rapid release of films on digital platforms and streaming services. Back in 1997, moviegoers had a compelling reason to venture out to theaters: they had no other way to experience Scream. The DVD release was nearly a year away! Now, viewers can often wait just a few weeks to watch a movie from the comfort of their homes. This convenience can impact a film's theatrical run.
But even in today's fast-paced media landscape, movies with "long legs" – films that maintain popularity for an extended period – are still possible. Consider Pixar's Elemental. Initially deemed a flop upon its release in 2023, it eventually became Pixar's highest-grossing original film since the pandemic. And remember Avatar: The Way of Water in 2022? Its opening weekend of $134.1 million was considered somewhat disappointing compared to Spider-Man: No Way Home's performance the previous year. However, The Way of Water demonstrated incredible staying power, ultimately surpassing No Way Home to become the third highest-grossing film of all time. These examples show that initial impressions aren't always indicative of a film's ultimate success. What do you think? Are long theatrical runs becoming a thing of the past?
Ultimately, Scream's story reminds us that we shouldn't be too quick to dismiss a movie as a failure. Even films that struggle in theaters can find a second life on streaming platforms, home video, or even through unexpected channels like constant television reruns (as seen with The Shawshank Redemption). As long as a piece of art exists, there's always a possibility that it will eventually find its audience and receive the recognition it deserves. Do you agree? Have you ever been surprised by a movie's unexpected success? Share your thoughts in the comments below!
