10 September 2017 2:26 PM, PDT | Variety - Film News | See recent Variety - Film News news »

“You’ll float too.”

The catchy tag line for the new film adaptation of Stephen King’s “It” might also apply to the egos of those behind the record-shattering box office hit (which must be about as inflated as Pennywise’s balloon). In its opening weekend, the R-rated horror film is expected to earn $117 million in North America. That’s the biggest opening ever during the month of September, and for a horror movie.

Jeff Goldstein, the distribution chief at Warner Bros., said he initially hoped for a launch around the film’s production budget — in the $30 million to $40 million range. “That would have been a marvelous,” he told Variety on a call Sunday morning. “After we dropped the first trailer, we realized we had something special. It really took the zeitgeist by storm.”

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Box Office: Stephen King’s ‘It’ Smashes Records With Massive $117 Million Opening

Without discounting the marketing — which certainly played a key role »


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