Topline<\/p>\n
A low-budget horror flick starring relative unknowns has become the surprise hit of the summer with an impressive $28.2 million gross in its second weekend, a 30% increase from one week ago, capitalizing on the popularity of its online creator\u2019s past work, a viral marketing gimmick and possibly a younger generation\u2019s cynical feelings about romance. <\/p>\n
Curry Barker, Inde Navarrette and Michael Johnston attend the Los Angeles Special Screening of Focus Features’ “Obsession” on May 11, 2026.<\/p>\n
WireImageKey Facts<\/p>\n
\u201cObsession,\u201d made on a budget between $750,000 and $1 million by 26-year-old Curry Barker, has capitalized on word of mouth success and a buzzy performance from breakout star Inde Navarrette to achieve what industry publications are calling “virtually unprecedented.\u201d<\/p>\n
The film earned $17.2 million from 2,615 theatres its opening weekend\u2014well above projections<\/a> of $10 million to $12 million\u2014and then saw a rare second-weekend boost thanks to overwhelmingly positive praise, online buzz and an immersive guerrilla marketing campaign that made it the only wide release horror film of the century to earn more in its second weekend. <\/p>\n Barker and star Cooper Tomlinson, the YouTube sketch duo called \u201cthat’s a bad idea,\u201d capitalized on their fan base of more than 1 million followers<\/a> to promote the film and capitalized on how horror movies can gain viral popularity, something the duo discovered with the 2024 YouTube thriller “Milk & Serial\u201d<\/a>, which they made for $800 but has racked up 2.7 million views.<\/p>\n After a rapturous reception at the Toronto International Film Festival, distributor Focus Features acquired<\/a> \u201cObsession\u201d for $15 million and pivoted the film from a slow indie roll out straight into an aggressive nationwide release. <\/p>\n Focus built buzz for the movie with cryptic billboards<\/a> plastered across Los Angeles and New York that grew more frantic and chaotic as the film\u2019s release drew near\u2014mirroring the on-screen romantic \u201cobsession\u201d for which the movie is named.<\/p>\n \u2018obsession\u2019s\u2019 Marketing Gimmicks Spanned Posters To Influencers<\/p>\n The billboards asked viewers to text a phone number and the ensuing text campaign, which went viral on TikTok and Instagram, met those who participated with custom voice notes recorded by Navarrette labeled as “unhinged<\/a>” and “terrifying<\/a>” (more than 70,000 people<\/a> had participated as of Friday).Focus also targeted word-of-mouth directly at engaged horror fans, in part by partnering with digital creators and influencers to generate reviews on the the movie-focused social app Letterboxd. The distributor also offered the magical device from the film, the “One Wish Willow,” for sale in specialty stores, themed vending machines and online, where it sold out within hours and was later listed on eBay at 10 times its original price of $6.99. The One Wish Willow then popped up in influencer and fan videos on Instagram and TikTok, which Jason Cassidy, vice chairman of Focus Features, told FastCompany <\/a>\u201ccreated a lot of social momentum\u201d for the film. <\/p>\n Crucial Quote<\/p>\n \u201cWhat\u2019s so great about Curry (Barker) is he\u2019s so native to his digital world and he knows his voice and his community, and we absolutely wanted to tap into that,\u201d Cassidy said. \u201cThis is a group that has been online their whole life and likes to participate in stuff, and that\u2019s vital to the experience of this.\u201d<\/p>\n Surprising Fact<\/p>\n The last time a film saw such a large increase in its second weekend was the controversial<\/a> “Sound of Freedom”\u2014which had strong MAGA and QAnon conspiracy movement ties\u2014which saw a 39% spike in summer of 2023 following a right wing push<\/a> to support the film. <\/p>\n Key Background <\/p>\n \u201cObsession\u201d has a 95% critics score and 95% audience score on Rotten Tomatoes<\/a>, ranking it among recent beloved (and bigger budget) horror flicks like \u201cSinners\u201d and \u201cThe Invisible Man.\u201d The film flips the classic “cursed wish\u201d trope on its head when Bear, a socially awkward music store employee, makes a wish for his co-worker Nikki to fall in love with him. The wish is granted, but Nikki (Navarrette) develops an obsession with Bear that becomes increasingly extreme, and clearly against her will. Critics have praised Navarrette for her empathy-provoking performance, a rarity among horror movie villains, and several<\/a> critics<\/a> have called on voters to remember her next awards season. \u201cIt\u2019s Navarrette, though, who truly gives the film its mojo,\u201d wrote Frank Scheck of The Hollywood Reporter<\/a>.\u201d(She) delivers such a virtuosic performance as the spellbound Nikki that she\u2019ll induce nightmares for anyone who\u2019s ever wondered what exactly the hell is going on with their romantic partner.\u201d <\/p>\n Contra<\/p>\n Negative reviews called the movie a “skin crawling<\/a> male fantasy film.\u201d Odie Henderson of the Boston Globe<\/a> wrote, \u201cthe screenplay tries to say something about female autonomy and male selfishness, yet the film plays like an overlong, 108-minute riff on the old reliable stand-up routine subject \u2018girlfriends be crazy\u2019 that never subverts the trope.\u201d Those reactions, however, are part of what made the film popular. \u201cObsession\u201d has been described as an \u201cincel horror\u201d film that explores an awkward man\u2019s feeling of entitlement over his disinterested co-worker\u2019s affections with little regard for his curse\u2019s effect on her autonomy. The movie\u2019s premise\u2014parasocial obsession and manipulation disguised as romance\u2014may have hit a nerve with younger audiences who are reportedly<\/a> more fearful<\/a> and less interested in romance.<\/p>\n What To Watch For<\/p>\n What Barker does next. He\u2019s set to write and direct a reboot of \u201cThe Texas Chainsaw Massacre\u201d for A24 and Focus Features will distribute another of his films, \u201cAnything but Ghosts\u201d starring Arron Paul. <\/p>\n Further ReadingForbesA 26-Year-Old Directed \u2018Obsession\u2019 \u2014 It\u2019s Now Made 80 Times Its BudgetBy Hannah Abraham<\/a>Forbes\u2018Obsession\u2019 Star Inde Navarrette Discusses Her Spellbinding Performance In Hit Horror ThrillerBy Tim Lammers<\/a>Forbes\u2018Obsession\u2019 Is About To Hit Two Wild Box Office MilestonesBy Paul Tassi<\/a>