Amazon MGM Studios\u2019 \u201cMasters of the Universe\u201d became the latest example of superhero fatigue at the box office, opening to a soft $29.3 million domestically and landing in second place behind the horror parody \u201cScary Movie\u201d last weekend. Globally, the film made $54 million.<\/p>\n
The weak debut was widely expected given the broader struggles facing such films in the U.S. Even once-unstoppable juggernauts from Marvel Studios have seen smaller box office revenues in recent years, compared to their past hits. The film\u2019s challenge was compounded by the fact that \u201cMasters of the Universe\u201d was intended to reintroduce the \u201880s-era action hero He-Man to a new audience \u2014 meaning the brawny character had less name recognition to draw on.<\/p>\n
\u201cSuperhero stories have softened, particularly the launch of new heroes,\u201d said David A. Gross, who writes the movie industry newsletter FranchiseRe. \u201cThis is an old franchise. So it was starting from scratch.\u201d<\/p>\n
Amazon MGM called the opening weekend a \u201csolid start\u201d for \u201cMasters of the Universe,\u201d saying the film had multi-generational appeal, and hinting at its additional revenue streams.<\/p>\n
\u201cThis opening is exactly the kind of critical first moment that validates our holistic distribution strategy \u2014 building awareness and engagement that will carry well beyond the theatrical window,\u201d Kevin Wilson, the studio\u2019s head of domestic theatrical distribution, said in a statement Sunday.<\/p>\n
Mattel Chief Executive Ynon Kreiz said last week<\/a> that \u201cMasters of the Universe\u201d didn\u2019t need to match the success of \u201cBarbie\u201d \u201cto have a meaningful economic impact on the company.\u201d The movie is part of Mattel Inc.\u2019s strategy to continue extending its toy brands into the entertainment arena. It is Mattel Studios\u2019 first film in theaters since the 2023 smash hit \u201cBarbie.\u201d<\/p>\n The reboot of the 2000s-era \u201cScary Movie\u201d franchise \u2014 or \u201crebootiquel,\u201d as the movie calls itself \u2014 brought in $55 million in the U.S. and Canada for a worldwide total of $105.5 million, according to studio estimates. The movie, which had a production budget of $30 million, beat studio expectations, becoming the biggest R-rated comedy opening in more than a decade.<\/p>\n It was also distributor Paramount\u2019s biggest opening for a comedy ever. Miramax led the production and financing of the film.<\/p>\n Shaun Barber, head of domestic theatrical distribution at Paramount Pictures, credited the extensive marketing campaign, which included stunts with the stars in New York City\u2019s Times Square.<\/p>\n \u201cIt really became part of the cultural zeitgeist, from horror films and internet culture to sports and social media trends,\u201d Barber said Sunday. \u201cThe return of the Wayans family and brothers to the franchise, along with the legacy cast, and Anna Faris and Regina Hall, definitely helped as well. And then, I just think people want to laugh.\u201d<\/p>\n The franchise was developed by Marlon Wayans, Shawn Wayans and Keenen Ivory Wayans. But after 2001\u2019s \u201cScary Movie 2,\u201d the Wayans got into a pay dispute with former Miramax executives Bob and Harvey Weinstein<\/a>. The Wayans have said the Weinsteins did not tell them that 2003\u2019s \u201cScary Movie 3\u201d would be made without them. The franchise then continued with fourth and fifth installments.<\/p>\n