Paramount/Spyglass’s R-rated horror reboot should do mid-month killer business, opening 1/14 for MLK Weekend. Like most slasher tales, It’s tracking best with -25F. They’re a razor-sharp 11 points over the norm for first choice — vs. 8 points over the norm one day earlier! Next best demo: -25M (8 points over norm).
Earlier this week, SCREAM’s top age group was 17-24 (5 points over the norm), but it’s a little older now with 21-24 leading (11 points over the norm). Good news: SCREAM’s lowest first choice age group is 45-54 (just 1 point over the norm). Those are the older adult doomsayers who claim to no longer to go to theatres. Of course, they’re willing to “risk” hitting the multiplexes when something’s playing they really want to see — like NO TIME TO DIE.
SCREAM (pictured – Courteney Cox) will have a longer than expected January runway in theatres now that Sony/Marvel’s PG-13 thriller MORBIUS has left 1/28 for 4/1. MORBIUS isn’t an Omicron victim. It was tracking so powerfully that elevating it to a spring release will maximize value to Sony/Marvel & exhibitors, alike.