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.”
Box Office: Stephen King’s ‘It’ Smashes Records With Massive $117 Million Opening
Without discounting the marketing — which certainly played a key role